We’ve all heard that content is king, but do you know how much content you need on your digital court to win the whole kingdom? There is, in fact, a balance between too much and not enough content creation. If you don’t have enough fresh content on your pages, you’ll likely start to see yourself drop on the search engine results pages (SERPs). That’s because Google and the other search engines give more credibility and value to sites that constantly provide updated information that’s relevant to their audiences. Those audiences, by the way, are your audiences, too. Now that we’ve established that there is a line between too much and too little content, how do you know how often you should post on a blog? Let’s dive in a little deeper.
Here’s the funny thing about content: there is no one-size-fits-all answer. Some companies churn out multiple blogs a day while others slide by with a blog every month or two (maybe less). In the former situation, those companies risk burning their audiences (and writers) out with constant content churn. On the other hand, the people who wait six months to post a new blog might find themselves falling further down the search engines’ radar. The real sweet spot usually lies somewhere in between for most businesses.
By now, you probably know that blogs are more than just your way of advertising your awesome skill sets and knowledge; they’re key to great Search Engine Optimization (SEO) strategies and foundational to overall digital marketing campaigns. Are you trying to:
If you have a loyal base of followers, it might behoove you to publish something daily. In this case, be mindful of your readers’ time and post brief nuggets instead of entire whitepapers. The plus side of daily blogging is that your site will enjoy a lot of love from the search engines because Google and the others love to see fresh content. On the downside, you’re taking the risk of burning yourself (or your writers) out pretty quickly. Not only is it hard to write that many words, but you might soon find that you’ve run out of topics well before your blog’s expiration date.
Many prominent bloggers have moved away from posting daily. Maybe they were burnt out (see our point above), or perhaps they just realized that they needed a little more time to curate valuable content that readers will actually tune into. If you’re going to take time off between blog posts, aim for longer content (usually 1,000 words or more) and shoot for evergreen topics that will be relevant for years to come. However, it’s also a good idea to throw in some topics that have been crafted around the keywords you’re trying to rank for. This will not only round out your content strategy but help you to target those frequently asked questions your audience is asking, while also providing valuable content. Also, when it does come time to optimize your content for the search engines, make sure you don’t go too keyword-crazy and start stuffing them in where it doesn’t make sense; you still want humans to be able to read your content.
Now that you know the ins and outs, how do you find your perfect blogging frequency?
First, ask around. Your readers will often be willing to share their feedback, which is, of course, the most valuable feedback you could get in this regard. Also, consider experimenting with different frequencies. Increase your blogging frequency, then take a break and come back to it after a while. If you do this a few times, you should be able to home in on a frequency that makes your readers happy.
Are you trying to find a blogging rhythm that works well for your business? Zero Gravity Marketing can help. Touch base with our team to learn how our solutions can optimize your outreach.