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Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
I get asked this question a lot and there’s really no good answer. It depends on a few different factors, including your budget (monetary if you’re hiring someone or time/energy if you’re doing it yourself), not to mention our good friend Google.
As I’ve said before, one of the main reasons to start blogging is to update your website regularly, and the more often you update it (i.e. the more often you publish new blog posts), the more Google will reward you. I’ve had clients post as often as three times a week while others only post once or twice a month.
More Blogging -> More Success
I usually recommend my clients post at least once a week if only because it’s a nice middle ground and doesn’t seem too scary for the clients with a limited budget who are just starting to dip their toes into the waters of blogging and content marketing. But it is worth noting that, in terms of traffic, it’s not a bell curve. In fact, it seems to be a fairly direct relationship between how often you blog and how successful your blog is. My most successful clients blog consistently 2-3 times per week, and if you look at those in your industry who rank highest on Google, chances are they post every day. That said, that’s not realistic for most small business owners, which is why I tend to recommend the middle ground.
Being consistent is probably more important than how often you blog. If you decide to publish a new blog post at a certain time on a certain day of the week, make sure you have a new post that goes up at that time on that day every single week (or month). Google will reward you for it and so will your following. It will also make you look more credible when new visitors come to your site to see what you’re all about. Few things look worse than a blog that hasn’t seen a new post in months, or even years. People will start to wonder if there’s anyone behind the website anymore.
Ideally, the more you blog, the bigger your following will grow. People in your industry and related industries who like your blog will show up every month/week/day to hear what you have to say. You can spend years building a dedicated following, but miss one post, and it can do immeasurable damage to your following. We are creatures of habit, after all, and we like to know what’s going to happen and when. The occasional power outage or server overload can’t be helped, but you should do everything you can to make sure each and every blog post gets published at regular times.
You Can Cheat
Once you have a pile of posts on your website (at least one year’s worth) you can start reusing them. You should still be posting mostly original content, because your dedicated followers will definitely notice if you’re just recycling old posts and never publish anything new. But if you get overwhelmed with work from all the business your blog is generating and don’t have time to create new blog posts, you can cheat every so often by recycling old posts. Your followers will probably appreciate the refresher, even if they remember the post from last year or the year before, and Google will treat the new post like brand new content.
Want to talk more about how often you should be blogging? Let’s chat.