For most businesses, starting a blog is a good strategic move. Consider these statistics related to business blogging:
- B2B marketers that blog earn 67 percent more leads than those who donâ€™t blog.
- Small businesses with blogs generate 126 percent more leads.
- Inbound leads from resources like blogs cost 61 percent less than leads from outbound marketing.
- Sixty-one percent of customers have made a purchase because of a blog post.
- Marketers that make blogging a priority are 13 times as likely to achieve a positive marketing ROI.
Despite bloggingâ€™s obvious usefulness to business growth, many small business owners start blogs but donâ€™t maintain them. In their early stages, blogs donâ€™t always get much engagement, and the lack of recognition gets discouraging. Persistence and time, the keys to so many of lifeâ€™s successes, are also the keys to blogging success. Utilizing proven blogging strategies, including frequent publication, can speed growth and help you find your audience.
Bloggers who publish new posts more frequently have advantages over people who post only occasionally. However, constant posting can have disadvantages, too. Darren Rowse, founder of ProBlogger, has broken down the advantages and disadvantages.
Reasons to Post Frequently
If you publish a blog post daily, your readers have 365 ways to find your blog on a search engine. Weekly publishing gives them just 52 points of entry, while monthly publishing means 12 new opportunities to find your blog. According to Hubspot, businesses that blog frequently have 434 percent more indexed pages and 97 percent more indexed links than businesses that don’t commit to blogging. These statistics mean that by regularly publishing new content, you can significantly improve your Google search rankings.
In addition to improving search engine presence, frequent posting gives you more chances to get your content shared. When you amplify content on both your social network channels and your RSS feed, you bring more and more people to your website. Posting more frequently also helps you learn what your audience likes more quickly. After you understand your audience, you can post less frequently because you create content that gets more reader engagement.
Reasons to Post Less Frequently
Despite all the numeric advantages of frequent blogging, too much posting might be bad for business. Burning yourself out with a grueling writing routine could cause you to quit before your blog picks up momentum.
Also, if your blog delivers too much content, and youâ€™re constantly promoting it online, your followers might become overwhelmed. You want followers to welcome your new blog posts in their inboxes and social media feeds, not find your posts unwanted and intrusive.
Create Your Editorial Calendar
The â€œjust rightâ€ number of times to publish blog posts depends on both your resources and your goals for your blog. If youâ€™re working alone to write blog posts, and you feel enthusiastic about writing posts, then set a heavy production schedule. Just pay attention to your creative signals; if youâ€™re getting burned out, dial back your production. Also, if you can afford it, hire ghostwriters or accept guest posts to make it easier to publish posts more frequently.
Kevan Lee of Buffer suggests creating an editorial calendar to view upcoming posts at a glance. You can use online tools like Trello to schedule your posts, or you can fill out paper calendars and post them in your office. A calendar helps you stay on track for regular posting, and it helps you plan posts based on when you get the most engagement from your readers.
You can also coordinate blog posts around company-related events or high-volume business periods (e.g., an accounting firm at tax time). In addition, using a calendar lets you create posts long before you share them so that you can edit them and let other people review them for you.
Stick to Your Schedule
Investing in your business blog early is a lot like investing in an IRA in your 20s. The more you put in at the beginning, the more potential value your blog will generate over time. A business blog builds brand awareness, generates leads, and strengthens customer relationships. Itâ€™s the heart of your digital marketing strategy.