If you are starting off your business blog and want to drive its popularity, you must follow the blogging best practices. Among many other factors that contribute to the success of a business blog, publishing your content at an ideal interval is imperative.
You may have come across blog posts advising you to post on a daily basis in order to drive traffic. It's also possible you have seen bloggers telling you to post only once a week.
There is no single successful metric for blogging frequency.
In order to determine the ideal frequency, you need to ask yourself the following questions.
What's My Niche?
Your blogging frequency largely depends on the niche you're operating within. If you're managing a tech blog, you might want to publish articles more frequently. However, if you're a law firm, you can afford to post less frequently.
According to DigiDay, Huffington Post publishes a staggering 1600 to 2000 posts per day. To put that into perspective, it's one post every 58 seconds!
Make a list of successful blogs within your niche and try to analyze their blogging frequency in order to build a strategy.
Who is My Audience?
While more posts can lead to more traffic, it's not necessarily true for every niche. Before you decide on your blogging frequency, do some research on your audience.
Do they love it when you publish daily or weekly?
There are blogs that publish too often for their subscribers to read.
You can simply run a poll (via Poll Daddy plugin) on your blog about how frequently they want you to post content.
At the end of the day, the main objective of blogging is to grow an audience and establish your authority. Therefore, it helps to engage your audience in the decision making process.
What are My Marketing Goals?
Your blogging frequency should be aligned with your marketing goals. While you want to build an audience base on your blog, you want them to interact with your brand purposefully.
For example, your blog subscribers are expected to take one of the following actions at one point or another.
1 – Share your content on their social media profiles, offering you ample traction.
2 – Linking to your blog post from their blog, creating editorial links and boosting referral traffic.
3 – Getting in touch with you via your “contact us” page and inquiring about your services.
4 – Signing up for a free-trial or placing an order for your product.
Each of the actions above helps you achieve your marketing goals.
Therefore, you should follow a blogging frequency that helps you accomplish your marketing goals.
Blogging Frequency – Best Practices
The frequency of posting new articles to your blog can vary depending on several factors. Therefore, you should craft your posts accordingly. Let's take a look at some of the best practices.
One Post Every 30 Days
If you're a small business owner who is too busy to update their blog frequently, you should try to focus on writing long and in-depth blog posts that offer interesting insights to your audience.
Speaking of writing long and in-depth articles invariably reminds me of Glen Allsopp, the founder of ViperChill.com, who averages 3.5K words per post. Even though he publishes nearly one post per month on average, he's able to generate immense buzz around his posts, thanks to his established authority in affiliate marketing.
Similarly, Brian Dean from Backlinko has managed to get over 1 million unique visits over the past year with just 32 in-depth, super useful posts.
If you're just starting off, you might want to build a strategy for your monthly post. For example, you can adopt the following strategy:
First Week: Start researching the keywords
Second Week: Gather information for your post
Third Week: Start writing your article and collect supporting images/infographics
Fourth Week: Proofread and fine tune your content and publish
One Post Every 7 Days
Most of the business blogs find this strategy easy to follow and keep up with. Whether you're a small team or managing your blog all alone, publishing one post every week offers you ample time to research and write your content carefully. It also makes it easy for your audience to digest the information across the week.
Once you become fluent with your writing process, you might think of writing twice a week.
One Post Everyday
This is rather challenging unless you have a dedicated blog writer or two on your team. The biggest challenge with publishing daily is coming up with interesting and innovative ideas every now and then.
Therefore, you might want to create a content calendar and keep on adding new topics in advance. Moreover, you should research your topics in advance and gather enough information for your future posts to deal with any emergency.
Caveat: Posting every day has its own risk, though. Dries Cronje from Productive Entrepreneur believes publishing daily is a silly strategy and can actually negatively affect your readers' bonding, subscribers' counts, and social proof.
Best Time for Publishing
Now that you have some ideas about the ideal blogging frequency, let’s explore the right time to post and share your content.
Dan Zarrella, a social media scientist at HubSpot found the following patterns about blog publishing and sharing.
A lot of people like to read blogs early in the morning – you have good chances of getting their attention if you publish your content around the same time.
Publishing on Friday, Saturday and Sunday will get your more social traction i.e, Facebook share and RT's.
Want more about his findings? Read this post.
We have also done a similar research on factors contributing to our blog and social media successes.
While publishing more frequently can help your blog benefit from Google's QDF (Query Deserves Freshness) ranking factor, Neil Patel cautions marketers against cranking out substandard posts.
In short, you must prioritize creating value for your blog followers over everything else. After all, that's the key to converting a random visitor into your brand advocate.
How often do you publish content on your blog? Have you seen any boost in traffic and engagement with any particular strategy? Share your thoughts in the comments below.
About the Author:
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter:@sushantsahoo