How often should you blog? Ah, now this really is the million-dollar question when it comes to blogging. The answer is… well, there’s not actually a single answer to this question.
The real question you should be asking is, “what posting frequency will suit my business?”
The reality is blogging for business – like much of content marketing – is far from an exact science and there is no one-size-fits-all.
Customer preferences change, digital trends change (about 50 times a day) and, of course, algorithms change so you have to adopt a degree of fluidity in your approach to your blogging.
That applies not just to blogging frequency but also to how and when you promote them and myriad other factors.
High frequency content providers, like BuzzFeed for example, are constantly updating their content and they are, quite frankly, unbelievably good at it.
But this frequency suits their business model. They need huge amounts of traffic every day to satisfy their advertisers… and they get it. BuzzFeed has a global audience of more than 200 million people.
Look at the style of the content they publish also. Most of it is short, sharp and to the point. It gives their fans what they want because BuzzFeed know their readers are ravenous for new content.
Social news and entertainment websites simply have to pump out new content constantly or they will get left behind.
At Juggling Swords, our strategies for our content marketing clients are normally quite different to this because our clients are not social news or entertainment platforms.
BUT… a good content marketing strategy can and should make your brand a sort of content platform. Remember that content marketing makes YOU the publisher.
Our clients’ blogs will normally be longer and more in-depth and the frequency we normally adhere to is two blogs per week but – as we would stress again – there is no one-size-fits-all approach.
Think about why you are blogging for your business in the first place. You’re doing it to engage your potential and existing customers through entertaining and/or educational content. You’re building trust.
If you feel that the best strategy to do this is by blogging 10 times a week then great but we would suggest that this may be excessive. Of course, if done right it may work wonders for you.
Slower-paced, more detailed posts can often be far more successful than blogs that lack substance and that are spat out at breakneck pace.
Let your data and analytics guide you on what’s best for you. There’s a lot to be said for trial and error in blogging and content marketing. The importance of testing and measuring cannot be underestimated.
So, the short answer is: Blog post frequency differs depending on your business. If you’re selling a product or service, we’d recommend you try two blog posts per week to start and use analytics to shape how you go from there.
The ultimate point is that, regardless of how often you may be publish, make sure your content is always quality and relevant.