How often should I update my blog?

A good company blog has many benefits, from increasing traffic to building your site’s authority in your field. The general consensus is that the more often a company posts, the more traffic they gain, but is there such a thing as blogging too often? Do the rules change for different companies of varying sizes? Here are seven things to bear in mind when considering how often you should update your company’s blog.

1. Think about what the aim of the blog is

First and foremost, think about what you want to achieve with your blog. You may be a small start-up looking to attract your first customers, or a more established SME looking to cement yourself as an industry thought leader. Clearly outlining the purpose for creating a blog will help to determine how often you should update it.

2. It’s simple; blogging more means more traffic

The results gained from HubSpot’s well-known and often referenced blogging frequency report on how often companies should blog are difficult to ignore; generally, companies that blogged more enjoyed more traffic, whether they were a fledgling start-up, a mid-weight SME or a global business.

Not only do regular updates keep you at the forefront of your target audience’s minds, old content can continue to generate leads, and creates more opportunities for you to be found online.

3. Know when enough is enough

It’s important to know when to stop blogging. Although lots of fresh content is good, too much may actually discourage audience engagement, or switch them off when they tire of being bombarded with content.

Think about the size of your company, and use this to decide how often you should post. Larger companies tend to blog more often, at a minimum of once a day. This is because they have a much larger audience, so if one post doesn’t appeal to one reader then another one will; there will always be someone reading every post. However, smaller companies don’t always have such a large audience, so this approach may not work for them.

Update your blog regularly, but if you don’t feel like your company needs to post on a daily basis, perhaps post once or twice a week instead.

4. Get into a routine that you can maintain

In order to reap the rewards of having a blog, commitment is needed to update it regularly. This begins by getting into a routine, which will help you to set aside specific time to work on the blog without allowing other company commitments to take over.

Observe your analytics to find out when your site receives the most engagement, and time your posts around that. Then realistically consider how often you can post new content, and start as you mean to go on. Don’t set a target you know you will find difficult to achieve, as this will make blogging feel like a burden.

When you have chosen the most suitable time to update your blog, make sure to keep posting at that time as readers will come to expect the delivery of new content. Ensure your blog remains updated, otherwise regular readers may be discouraged from returning to your site.

 

Updating-your-blog-frequency

5. Keep up the hard work

Results don’t happen overnight, so don’t make the mistake of expecting too much straightaway. It could take weeks, maybe months of regular blogging before the level of traffic on your site increases, but it will be worth the extra effort.

6. Quality and quantity

Even though you should post regularly, you should only update your blog when you have quality content to publish. A lack of insightful posts could drive readers away in search of something more meaningful elsewhere.

Make sure to spend time researching your subject matter, and checking the content multiple times. Something as simple as spelling mistakes or a few misplaced commas will make your blog seem less professional and tarnishing your image.

7. Review and improve

Always refer back to analytics after posting so you know whether your strategy is working. You may find that you’re experiencing less engagement or less traction than desired, so you may want to scale back your number of posts. Or, you may find that lots more people are reading your blog than expected, so it therefore makes sense to produce more content to keep up with demand. Tailor future posts in accordance with the data to maximise traction and engagement. Striking the right balance is essential.

Takeouts:

– Always have a clear idea about what you want your blog to achieve, and maintain a steady routine when posting.
– Think about the size of your company and use this to decide how often you should post; larger companies tend to produce more content to keep up with a higher demand.
– Whatever happens, always ensure your content is of the highest quality, and offers something genuinely insightful that your audience can use.
– Persevere if improvement in traction and engagement levels is gradual rather than instant.
– Always pay attention to your metrics, as these provide all the information you will need to know when to post, and how often.

By following these steps, you will be well on the way to increasing traffic, encouraging customer engagement and building your site’s authority.

photo credit: mac image via photopin (license)

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8 ways to increase traffic using social media

With so much content being shared online these days, cutting through all of the noise can feel like an uphill struggle. If you want to increase traffic using social media, read on to discover our top tips.

Make the most of profile links

Let’s start with a simple, but often overlooked means of driving traffic – ensure a link to your website is included on all of your profile pages. You should also link from any personal profiles to company accounts and vice-versa. Brittany Hurlburt from Login Radius highlights the example of Guy Kawasaki, who does this really well on his Twitter profile.

Make your blog content shareworthy

Companies are beginning to move away from simply churning out generic content stuffed with SEO keywords. Make sure every blog post you produce is valuable, with interesting, insightful information that is genuinely enjoyable to read and the reader can gain something from. As David Attard states: content needs to be original and thorough, well-thought out and well-researched, providing a solution to a reader’s problem.

This will not only encourage clicks, but will also bring the people who do click back to your site, along with others. Readers will be able to tell the difference between a rushed piece of content and one that’s been carefully crafted.

Use ‘conversion keywords’

Jawad Khan of Social Media Explorer discusses the effectiveness of using high conversion keywords within posts, and how it pays to know what the words with the highest conversion rates are for each site. On Facebook, for example, words such as ‘where’ and ‘when’ have been proven to convert, while on Twitter, ‘follow’ and ‘check out’ are likely to get clicks.

Use hashtags on all platforms

Hashtags shouldn’t be solely limited to Twitter. Khan says that using them on other sites such as Facebook, Instagram and Google+ will enable your post to reach new audiences. On Facebook, for example, using 1-2 hashtags per post can get you an average of 593 interactions.

Use hashtags on all social media platforms
Use hashtags on all social media platforms

Grab people’s attention

When sharing content, bear in mind that no one is going to click on it if it doesn’t grab their attention. Use an effective headline that addresses the reader, such as ‘You won’t believe what happened when…’, encouraging them to click through to your site to find the answer. Think about it from your reader’s point of view and as Attard states, ask these questions before publishing:

Would you be drawn to it? Would you want to read it? Would you find it interesting? Would it benefit you?

Make it visual

Posts featuring images and videos are more likely to be noticed than text on its own, which can get lost in among the thousands of other posts or tweets on timelines. According to Buffer, Facebook photos enjoy 39% more interaction than any other type of post on the social media platform. Whether it’s a beautiful, thought-provoking image or a funny video that makes the audience laugh, your content needs to be noticeable among the reams of other posts in your audience’s feeds. Remember that the best content elicits a reaction or feeling, and if the audience feel something, they’re more likely to return to your site because their engagement will be more memorable.



Post the same content more than once

According to research by Kissmetrics, if you add together the number of clicks accrued from the second and third shares of a piece of content they actually equal more than the entire number of clicks experienced with the first share. Also, multiple shares more than double the amount of clicks generated from just one share.

So make sure you schedule a series of updates for the same post using different keywords, hashtags and images. A word of caution, however, don’t spam your readers by sharing a link to the same content with exactly the same message more than once, this can have the opposite effect of encouraging engagement, causing people to ignore or even unfollow and unlike your profile.



Include a call to action

Including a call to action on a social media post such as ‘Like’, ‘Share’ or ‘Retweet’ will remind your audience to engage. If you offer an incentive, such as ‘Share our photo and be entered into our prize draw to win…’ this will attract more shares. Use this opportunity to create something, such as a compelling photo, that will make people take notice of your business.

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