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.
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.
– 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.