Part of figuring out if blogging will work for your business is frequency. It can be a struggle to answer how often should I blog, especially if the goal is to attract new customers. Should I publish a new article each day, weekly or monthly?
Publish too often, and you won’t have time to properly distribute your content. It is, after all, called content marketing for a reason! Publish too little, and you’ll get lost in the sea of other marketers vying for your attention.
At the heart of all website content strategies is an editorial calendar that aligns with the company’s marketing goals and the available resources.
If you’re struggling to answer how often should I blog, you’ll have a much clearer idea by the end of this article. We’ll look at a few different ways to determine your optimum blogging frequency and discuss how each scenario will impact your business and time.
What KPIs to measure for blogging success?
A reason most business blogs fail is a lack of KPIs and structure. Everyone starts full of enthusiasm and full of ideas. But few pin down how they will measure success. And while this isn’t a tutorial on setting blog or website KPIs, you should start with a clear idea of your desired outcomes.
Everyone wants to publish great content and blog posts that rank well in every search engine and drive lots of new customers. However, this doesn’t nail down exactly what they will measure and when.
Here are a few metrics we could track as part of our KPIs and some you should avoid.
- Number of articles published
- Time of day visitors typically view your website
- Country of visitor
- Active viewers per hour
- Time on Website
- Bounce rate
- Conversions (e.g. filling out a form/sending email/call)
I like to measure Revenue, Time on Website, and average Bounce Rate. These three take me under a minute to calculate each day, as you can find two of them using Google Analytics. Having to monitor these three daily acts as a quick health check.
Bear in mind that the harder it is to measure your KPIs, the less likely you are to do it. So make your KPIs easy to track and measure them often.
How does publishing articles fit in your marketing plan?
If a lack of KPIs is the biggest mistake I see, aimlessly publishing new content is the second! Having a rough plan is better than jumping in the car and just driving nowhere until you run out of fuel.
There are plenty of reasons why having a blog for your business makes sense. The most obvious is to drive targeted website traffic. If you run a service-based or online business, this can be the cheapest marketing channel.
A blog can also be a great positioning tool. If you sell complex software to a few clients each year, having a blog can help increase your personal and business profile. It might open opportunities for you to appear at conferences, in the trade press, and on podcasts.
Neither of these situations requires you to publish new content daily. However, you do need to release articles on a clearly defined schedule. Doing so will naturally encourage readers to return to read your latest post.
So how often should I blog? Daily, Weekly, Monthly? Let’s explore each of these scenarios.
Should I publish a daily blog?
Unless you’re running a media website covering news or an extensive topic, where there are seemingly endless keyword opportunities, you don’t need to publish daily.
A problem with writing, editing, and publishing a daily blog is that it takes a lot of time and resources. It might be fun for the first few weeks, but you’ll soon remember your business involves more than writing a blog. Not to mention, you might run out of ideas by week 4!
As a small business owner, you probably don’t have the resources, processes, or budget to publish a post seven days a week. Bear in mind that the New York Times has around 4,800 members of staff and so has the ability and resources to publish at scale.
Will a weekly blog post help attract more clients?
For most businesses, publishing once a week is more than enough, so long as each post is high quality, informative, and targets a keyword they can actually rank for.
If you have a big team, you might test publishing twice a week as a way to build traffic, increase sales and boost brand awareness. Again, you’ll want to focus on publishing high-quality content that’s information and targets a keyword you can start ranking for within a week or two.
Even if you can only manage a weekly article, be consistent. For some, they’ll write in batches and schedule posts. Others will write weekly as they only have a few hours to dedicate to writing.
Should I publish a blog each month?
In my opinion, unless your doing brand building where you’re commenting on your industry and using a blog as more of a press release, you won’t be able to generate much traction by releasing a new article per month.
Rather than writing a monthly blog, you might have more success with other marketing tactics such as Pay Per Click, email newsletter, and social media. These are likely to provide a better return on investment than blogging.
A way you can turn your monthly blog into a weekly one is by hiring a freelance writer. A good one will be able to write in your voice as they will study the type of language, sentence structure, and punctuation you use. The downside of hiring a writer is the expense.
Knowing how often should I blog
For most business owners, answering how often should I blog isn’t their only problem as they struggle to think of ideas to write about. Remember, set your KPIs before you start.
With your KPIs set, you can establish your blogging frequency. Again, I’d advise putting a weekly blog plan in place or at best, twice weekly if you have more resources available.
Be consistent with publishing content and marketing it to drive traffic to your website and your products. Over time, you’ll refine your processes, making it easier and quicker to publish articles.
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