Advice on Blog Post Frequency
I get the question on how often to post from people that are contemplating a blog or just starting out that I feel it was worth some more research and thought. My answer to this question is still based on doing the best job for your audience.
Does this mean to publish monthly – maybe. Does it mean to publish multiple times daily – perhaps.
Here is a chart based on research conducted by HubSpot. HubSpot is a well respected Internet Marketing company. It is a chart that indicates that more customers are gained when publishing is more frequent. The type of blogs studied related to the sales function. This is a specific function and an important one but there are other reasons to blog. The frequency of your postings should be defined by how best to serve your readers based on the purpose of your blog.
To gain a better understanding of how frequently to blog consider 2 things.
1. Who is the target audience?
2. What is the purpose of the blog?
If you know your audience then you will have a good handle on how frequently they will want (or need) information. If you know your market then you will know when new insights are needed. If you know your industry then you will know when there are new and worthy items that need to be reported on along with your insights and advice on the item. Once you gain experience with your topic and your marketplace then you will have a good handle on how frequently to blog.
How frequent to post can also be related to the purpose of your blog.
Here are some common purposes:
- To expand brand awareness
- To gain clients
- To create leads
- To increase customer retention
- To build website traffic
- To engage existing and potential clients
- To educate and inform on industry news
- To establish thought leadership
- To generate sales
- To nurture leads
- To increase your referral business and enthusiasm for your products
Your blogging frequency could certainly vary by the purpose of your blog. You may simply want to build up a body of work on a topic with the intent that this body of content will help your search position and drive traffic to you site. Two or three in-depth posts per month may be sufficient to assit in this effort. You may want to provide tips and advice on the use of your products as this will help customer retention and drive repeat sales. This effort may also help your referral business. Again the timing and frequency may not be critical once you have build up a body of work.
If you purpose is to educate and inform on industry news and news-worthy items occur daily then you will have to increase your frequency to match the purpose of your blog and the rate a which you need to report on news-worthy items to best address the needs of your readers.
I invite you to download our Blog Initiation Questionnaire. It contains a set of questions that will help you to think about important aspects of how you may want to set up your blog to best serve your customers and potential customers. Blogging is great for content marketing and today content marketing is a great way to build a relationship with your audience.