In my early days as a content material advertising and marketing supervisor, I used to be requested a tricky query: how typically do you have to weblog to see outcomes?
As a newly minted supervisor, I felt obligated to supply an correct and well-informed response.
However I merely didn’t have one on the time.
Quick ahead to in the present day, I’ve helped firms construct highly effective content material advertising and marketing engines. Having realized from consultants and from my very own errors, I lastly have a nuanced reply to this query.
Learn this text to unpack my recommendation on how typically you need to put up a weblog.
Desk of Contents
How typically do you have to weblog?
After years of constructing highly effective content material advertising and marketing engines for a number of firms, I’ve realized that the precise reply to the query — how typically do you have to weblog — is it relies upon.
I admit this isn’t probably the most useful recommendation for individuals who anticipated to discover a plug-and-play technique or a hard and fast variety of articles to publish in a month, quarter, or yr.
However, the reality is, scoring high search rankings isn’t practically as simple as publishing [x] articles a month and calling it a day, contemplating search is your high precedence.
Speaking about search, there are lots of shifting elements to a profitable website positioning technique.
And it doesn’t work on a set-and-forget strategy. The foundations of the website positioning sport are always evolving with each algorithm replace, and your technique ought to change with it.
If you want to use your blog as an instrument to level up your SEO performance, here’s what you should consider to decide your publishing frequency:
- Blog maturity: A new website or blog will need a lot more content to get on Google’s radar and build topical authority. On the other hand, a more mature blog site will already start ranking for relevant topics and keywords, considering the fact that Google considers it credible and authoritative. After all, you can’t put junk content on your website and expect your blog posts to rank high on Google. That being said, if your blog isn’t at least a year old, you should aim to publish 6-8 posts a month around a few important and promising topic clusters aligned with your brand.
- Content depth: The complexity of your content is another huge factor to consider for finalizing your publishing frequency. If you’re writing for a complicated niche with more effort-intensive research, it’s best to prioritize quality over quantity. You should aim for 2-4 posts a month, focused around highly-relevant topic clusters and a strong distribution plan. If you can find a way to scale without compromising the quality, kudos to you!
- Available resources: Setting lofty goals without the bandwidth to implement your strategy can be counterproductive. You should first take stock of all available resources for your blogging setup, like writers, editors, graphic designers, publishers, SEO strategists, etc. Then, decide on a realistic number of blogs you can post regularly.
Coming back to what I mentioned earlier, the actual number of articles to publish each week/month for boosting SEO differs from case to case.
In general, you can decide on a good number based on the three criteria below.
How often should you post a blog for a company vs. an individual?
However, running a company blog is significantly different from blogging as an individual.
The former usually includes a more flexible publishing schedule, and sharing personal insights. In fact, research suggests that every one in 10 bloggers has no regular cadence.
On the other hand, businesses use blogs to drive targeted traffic to their website and win potential leads. A company blog is more polished in design and often follows a fixed publishing calendar based on a detailed content strategy.
Whether you have a personal blog or you run a company blog, if your objective is to gain search traffic, your publishing frequency will depend on the three factors we discussed above.
But the answer to ‘how often should you blog’ will differ for companies and individuals depending on these three parameters.
As a company, ask yourself: what are our content marketing goals? Do we want to build brand awareness, generate leads, or increase customer engagement? Or do all of that?
Your blogging frequency (and topics) will rely on your goals.
For example, if you want to generate leads and drive sign-ups through content, then you should publish a few high-quality bottom-of-the-funnel (BoFU) articles each month initially.
However, for this to work, you also need to have a strong distribution plan. Otherwise, your audience will never find these articles.
The same applies to you if you’re an individual blogger.
Ask yourself: what are my goals? Do I have any? Am I doing this as a hobby? Or to document my experiences? Or do I have any revenue goals?
If you’re doing this as a side hobby and don’t really have any revenue expectations, then casual blogging with less emphasis on optimization and frequency might be sufficient.
However, if you have a revenue-driven goal, you need to follow the same approach as a business.
2. Level of Expertise
Google’s Helpful Content Update and E-E-A-T guidelines emphasize the search engine’s shift toward high-quality, nuanced, and experience-driven content.
Companies and bloggers can’t afford to ignore this factor when deciding the number of blogs to publish each month.
Put simply, the number would ultimately boil down to your expertise. For example, consider this question: do you have enough expertise to publish value-packed content five times a month?
If your answer is yes, then you can experiment with this cadence. If your answer is no, it’s best to publish a lower number of posts, but make them your best work.
This simple criterion debunks the more popularly followed practice of publishing every week.
Benji Hyam, the co-founder of a content marketing agency Grow and Convert, demonstrates why this isn’t true. He shows conclusive proof of the results generated from his schedule of publishing once every 1-2 months.
Nonetheless, it’s vital to notice that Benji is a well known content material chief within the SaaS house, with numerous podcasts, webinars, and articles below his title.
So, the outcomes of his 1-post per 30 days technique may be coming by his thought management and credibility out there.
3. Anticipated Return on Funding
Since most firms comply with a extra formalized content material technique, they typically pursue measurable outcomes like a % enhance in visitors, conversion charges, sign-ups, referral visitors, and so forth. That primarily means their running a blog ROI might be quantified.
You should utilize these metrics to find out your publishing frequency and run just a few experiments.
For instance, if just a few blogs are reporting excessive conversion charges, you possibly can shortly publish extra blogs round comparable subjects to faucet into this rising demand.
Then again, particular person bloggers don’t often have a clearly outlined ROI.
They will publish new blogs for self-fulfillment or viewers engagement. On this case, the publishing velocity completely is determined by private preferences.
3 Parameters I Take into account to Set a Wholesome Publishing Frequency
As a content material supervisor, I think about three components to resolve the best publishing frequency for any model. These components are part of my content material audit course of when working with a brand new shopper.
Let me clarify every think about element.
1. New vs. Outdated Content material
The proportion of latest and outdated content material offers me a transparent indication of what I ought to do first: publish extra articles or refresh current items. I conduct a radical audit to see what sort of content material already exists and the way it’s performing.
Up till now, if the corporate had a low publishing cadence, my focus could be on placing out extra articles on related subjects.
Nonetheless, if the corporate already has loads of outdated content material, I ask myself: ought to we refresh these items?
If there are articles with a big drop in rankings or visitors currently, I deal with optimizing these items to align with the present search intent.
The main target is much less on creating net-new content material and extra on giving older items a facelift to win again these rankings.
I additionally unpublish or delete outdated content material that isn’t related and might’t assist me obtain my long-term targets.
2. Competitor Authority
One other issue I think about when deciding how typically to put up a weblog is the authority and content material maturity of competing manufacturers.
If only some rivals have increased authority and a whole bunch of printed articles, I’ll progressively construct momentum to create a gentle publishing cadence.
Nonetheless, if a number of of my rivals have huge content material libraries and powerful website positioning efficiency, I intention to publish extra often to achieve the identical stage as these manufacturers.
3. Price range and Bandwidth
Lastly, I can by no means overlook an organization’s funds and bandwidth for publishing new blogs.
If it’s a small group with no exterior/freelance help, then publishing blogs for website positioning success shall be an uphill battle. So, I shift my focus to creating extra insightful, expert-backed content material to ascertain thought management.
But when given a great funds and sufficient assets, I am going for a variety of 5-10 articles each month, focusing on consumers within the center and backside of the advertising and marketing funnel.
How typically do you have to replace your weblog?
The sample is obvious.
You’ll be able to publish new content material at a excessive velocity or publish new content material much less often together with updating current articles.
Do not forget that even the best-performing articles sitting on the highest of search outcomes for months can dip in rankings and lose their influence.
The end result? No visibility, no visitors.
There’s a hidden alternative in these outdated, decayed articles.
You’ll be able to refresh the content material and tune it to your viewers’s ache factors/aspirations for higher outcomes.
From my expertise, this revamp is usually a utterly new look with hardly any traces of the outdated content material, or it may be a mixture of new and outdated content material supporting the subject.
Not too long ago, I’ve been serving to the content material advertising and marketing group at Scribe, an AI-powered documentation device, refresh their outdated articles to enhance their search engine rankings and enhance conversion charges — in addition to write new content material.
This balanced strategy has introduced in wonderful outcomes —increased visitors coming from up to date posts and extra actual property on natural search with new articles.
Lauren Funaro, the Head of Content material at Scribe, was type sufficient to share outcomes from our August refresh initiatives:
Apart from this revamp, it’s also possible to optimize articles which might be nearly hitting your targets.
For instance, an article rating at #11 is a chance for attending to the primary web page. You’ll be able to replace this content material to make it extra aggressive and value-packed than different outcomes.
Basically, I imagine the reply to ‘how typically do you have to replace your weblog’ comes all the way down to your content material efficiency.
If high-ranking articles are performing poorly or any content material wants a little bit push to rank increased, you possibly can replace the weblog for higher outcomes.
It’s a steady technique of evaluating efficiency and discovering alternatives quite than a hard and fast quantity/vary.
Don’t Limit Your self to a Inflexible Running a blog Frequency
The underside line is, there’s no one-size-fits-all components to succeed with a weblog.
Whether or not you’re at an organization or running a blog personally, the variety of posts to publish each month is determined by a number of components—we lined probably the most important ones on this article.
Keep in mind to contemplate these components in keeping with your corporation aims and make an knowledgeable choice. Apart from, the important thing to setting a great publishing cadence is continually testing your weblog efficiency.
So, get able to audit, strategize, and publish your greatest content material.