Hannah Stevenson October 16, 2020 One of the most common questions that marketers and SEOs get asked is: How often should my business publish blog posts?
It’s a contentious issue, and every expert has something different to say, so it can be tough for businesses to get a firm grasp on how many posts they should produce and how often they should share them.
Unfortunately, I’m not able to give you a numerical answer. No one can, and anyone who says otherwise is overconfident.
What I can do, as an experienced Content Marketer working for a renowned link building and technical SEO company, is to advise you about your business blog and how to use it to your company’s best advantage.
Relevance And Quality Are Key
When creating blog posts, the most crucial factor to consider is the quality of your posts. If you publish content every day, but it’s poor quality, irrelevant and full of typos, then it won’t benefit your site.
In fact, low-quality blog content could hinder your website, as it might make it look spammy to search engine algorithms.
The content will also put readers off, so it’s worth investing time and money into high-quality blog content.
Writing quality blog posts based around relevant topics takes time and effort, so if you’re doing it in-house, then you need to allow enough time to write amazing content.
Even if you outsource your blog writing, you still need to spend time creating a great content brief and checking the articles when they’re produced by the writer.
As such, you need to publish blog posts as often as you can, using your resources to create quality content that your readers want to check out.
Consistency Trumps Quantity
As mentioned above, relevance and quality are essential for a great blog post, so you need to make sure that you have time to create insightful content that your website visitors want to read.
Additionally, consistency is a vital part of your blogging strategy. If you post consistent blog content, in both quality and the date/ time of publication, then you’ll be able to show readers and followers that you’ve committed to your blog.
You’ll also improve your chances to grow your following on social media, as you can share your posts at around the same time.
It will also show visitors that your business is still operating and updating its blog. In these uncertain times, you need to show potential customers that you’re still available, and a blog that’s updated consistently is a great way to do that.
You shouldn’t leave it too long between posts, as this might make your site look neglected. If you post every week, fortnight or month on the same day, then visitors will see that you have a consistently updated blog and are still working.
Creating a blog post calendar and sticking to it will also help you to organise your team’s time. Your staff will know when posts need to be published and can adapt their workloads to ensure that they always have the content ready.
Most blogging platforms allow you to schedule posts, so if circumstances change, it will be easy enough for you to continue to post blog content consistently.
Short Updates Don’t Belong On Your Blog
Many business blogs include brief updates of fewer than 100 words, but these can hinder your SEO and website.
As they’re so short and don’t contain a lot of keywords and information, they are often defined by search engines as ‘thin content’, which can make them devalue your site.
Short updates also don’t benefit readers, as they’re not convenient. If you have a short update to supply, such as changes to opening times or an announcement, then consider sharing it on social media.
Sharing the update on social media will allow you to interact with your readers and meet their needs, while at the same time keeping your blog free for informative, long-form content that works for your technical SEO and readers alike.
Like the number of posts you should publish and how often, there’s no definitive number of words for blog content.
However, as a general rule, most content should be around 500 words, so that you have enough words to get across your points.
When it comes to a maximum, there isn’t one, but you should avoid using filler language to simply add more words.
Learn how to hit the sweet spot so that you can publish quality, informative content that benefits readers and your website’s rankings.
Blog Posts Need To Fit Into Your Marketing Strategy
Posting on a blog isn’t just about filling up space and ticking a box. If you want to make the most out of your blog and the work you put into updating it, you need to integrate it into your marketing strategy.
Your strategy can be used to generate leads, update customers, and much more. For sites that want to boost their rankings, you can also use your blog to grow your SEO and build quality backlinks.
If you’re working to boost your rankings, then you can adapt your blog posts around your aims and create keyword-rich content that other writers will want to link to in their work.
Then, you could consider finding a link building company that will help you to use your blog to build a varied backlink profile. These backlinks will help you to build authority on your site for a variety of topics.
Whatever your marketing and SEO aims, with the right guidance and support, you can develop blog posts that fit into your strategy and help you to advance it.
When you’re using your blog to further your marketing strategy and digital presence, the number of posts you publish will depend on your goals and time. You’ll need to create a schedule and plan the posts that you want to publish to achieve your targets.
Conclusion
At the end of the day, there’s no definitive answer to the question of how often businesses should update their blog.
Relevance and quality are essential if you want to make an impact, so you should try to invest time in creating quality, relevant content that meets the needs of readers.
By integrating your business blog into a cohesive marketing strategy, rather than treating it as a chore, you’ll improve your chances of achieving your goals.
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