Why Less (Blog Posts) Can Be More

As content marketing becomes even more sexy, blogging has regained its mojo (sweeping aside a goofy study that suggested blogging is losing its appeal).

But here's the thing about blogging, it doesn't have to be a quantity/volume game. You don't have become a content machine to have a blog that provides value to target audiences and, as important, meets your corporate objectives.

In other words, you don't have to blog every day to have a good blog. The key considerations are value and consistency. It means a blog can feature one or two posts a week, and still be a viable and vibrant property.

The important issue is creating content that resonates and makes an impact. As long as it's content that engages, entertains or educates (aka the three E's), a blog can be be a win-win proposition. Another thing to remember is setting expectations. If your target audience knows there will be a certain number of blog posts a week, you simply have to deliver.

This is not to just that writing five (or more) blog posts a week is bad. For some blogs and bloggers, volume can be a differentiator and a way to meet an audience's needs.

Whether a blog has five posts a week or one, it just has to do it week in week out. The worst thing for a blog is posts that come and go. If you're going to have a blog, make sure to do it on a regular basis.

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Tags: Content Marketing