How often should you blog for your business?
Updated: Feb 25
Everyone on the internet will have their own opinion on this. Some of those opinions will be based on scientific research about frequency of posting correlating with conversions to subscribers/readers/clients, others based on experience, and some will be simply pulled out of thin air.
So who do you believe? And once you have figured out how often to blog, how can you make sure you’ll stick to it?
To answer the first question, it’s important to examine why you’re starting your blog in the first place and the result or outcome you’re looking for.
How often should you blog for SEO?
One of the biggest benefits of blogging is the fact that it will improve the SEO of your website and content, thereby getting your business in front of lots more people every day.
The reason it does this is because Google notices that you’re regularly uploading fresh new content to your website. This means your website is likely to hold lots of value to searchers for that topic, and therefore the algorithm is more likely to show your website in search results than a similar one that doesn’t update its content regularly.
In theory, this means that the more frequently you can add a blog post to your website, the better, if improving your SEO is your top priority.
But notice that keyword up there: value.
When it comes to SEO, frequency is important, but value is vital.
If the content you’re uploading is rubbish and no one wants to read it, you’ll actually reduce your SEO and be less likely to rank on Page 1. Google doesn’t just look at how often you update your website, it also checks out how many people are reading that content and how long they’re spending on your site (sneaky, right?!)
So if you have the time to devote to creating really high quality, long-form content on a weekly basis, by all means set this as your target.
But if, like us mere mortals, you’d struggle to fit that in around all of your other commitments and could only produce the really high-quality stuff once a month, make that your target.
How often should you blog to nurture your audience?
The clue here is in the title, and it involves listening to the very people you’re interested in nurturing.
Let’s say your ideal client is a busy corporate employee who is constantly on the lookout for new, interesting ideas. These people’s minds, and lives, move quickly, so publishing blog posts slightly more often might be a better way to capture their attention: short, sweet, to the point.
But what if your audience is new mums? They have other priorities and very busy lives - but for a whole different reason! They are much less likely to have time very often to sit and read blog posts for themselves, so a less frequent blog but one that packs in loooaaads of value when it is published would likely suit them better.
If SEO is less of a concern, and audience nurturing is more your bag, my advice is to think less about what marketing gurus say you “should” do, and more about what your audience would like you to do. Generally speaking, you can’t go far wrong in business by doing that.
Why do so many people fall off the blog-writing wagon?
I find that starting a blog for your business is a little bit like setting a New Year’s Resolution.
To begin with, you’re full of optimism, excitement, and commitment.
“This will be the year I finally [insert goal here]. I’m going to do one thing every day to get me closer to the goal!”
But after a little while something else crops up that means you miss a day.
“Never mind, it’s only one day, I’ll get back to it tomorrow!” you say.
But then tomorrow, there’s another thing.
Until suddenly, it’s been 6 months since you last thought about that resolution, and it feels kind of pointless to go back to it now. It’s far too late. “I’ll just enjoy the Summer and have another go when January 1st rolls around” you say to yourself as you remove it unceremoniously from your to-do list.
But why does this happen?
I believe it’s a combination of reasons, chief among them being that rookie error: placing unreasonable high expectations on yourself without a plan for how to actually achieve whatever the goal is.
How to make sure you stick with your writing plans
Once you’ve decided how often you’d like to publish a blog post (and been very honest with yourself about what you can commit to), it’s time to make a plan of action. This should include very small steps that are easy to complete, and that add up to make achieving that big goal inevitable.
1: Make it a weekly process to think about your blog
Whether that’s spending a bit of time doing some research, planning your topic, or picking social media posts to repurpose, a weekly slot to work on your blog will make the job much less daunting than having to do it all in one go once a month.
2: Look for opportunities to repurpose content into a blog
If you regularly email your subscriber list, why not look back over some of the things you’ve sent and see if you could turn an email into a blog? Or what about that social media post that did really well? Repurposing other content means you won’t need to start from scratch every month, cutting down the time needed for writing your blog and making it much easier to stick to your target.
3: Keep it simple
While deep-dive thought leadership articles have their place, when you’re first starting out, shorter blogs will still bring results. Try not to worry about stretching out your word count to make your article look more meaty. As long as you’ve said what you need to say in a concise yet thorough way, there’s no need to add more.
Looking for more blog-writing support?
Another way to be sure you'll stick to your plans is to join a group for support and inspiration - and that's exactly what you'll get in Blog Magic!
Blog Magic is a place to learn about and be inspired to write blogs for your business that grow your audience, nurture your readers, and generate leads. You'll get to hear writing tips from me, and there's also a weekly opportunity to share your blog with the group. If it feels like something that could help, click here to join us today.