If you’re a business owner or manager, you’ve probably wondered if you should be blogging. If you are looking to grow your business, attract new customers, increase awareness and, more importantly, establish your credibility as an expert in your field (AKA “thought leadership” or “mindshare”), the answer is yes, you should be blogging.
So, if you’ve built a blog on your website or on Word Press, now what? Do you have a blogging plan and an editorial calendar outlining upcoming topics for your blog articles? If you’re strategic, the answer is most likely “yes.” However, the most critical characteristic of your blog may not be stipulated, and that is how frequently you’ll actually be blogging.
Too many companies think that if they build it (the blog), they (the readers and followers) will come. However, with blogging, frequency matters as much as content.
The Value of Blogging Frequently
For most business owners, how frequently they’re able to blog hinges on many things, most notably their available time, resources and budget for hiring any writing help. But, if you’re going to do a blog (and you should, especially if you’re a start-up or emerging growth company looking to capture more attention), then you want to do it right. Doing it right means doing it more than once per month; if possible, even more than once per week. By posting often, your blog will be able to:
- Serve as a news and information source. Like any online publication or news/information source, your blog can become a go-to site for the latest industry updates, commentary and trends, therefore you want to continually tickle your audience (or followers) with fresh content. You want to give your audience a reason to keep revisiting your blog, and you can do that by consistently giving them new thoughts, ideas and updated content to see.
- Capture market awareness. Your blog posts will capture attention and engage those who are following you and build that audience of followers as they (as well as you) share your blog posts with other social networks, such as LinkedIn groups, Twitter, and Facebook.
- Help with SEO and lead generation. Because you are (hopefully) adding new keyword-integrated content on a regular basis — making your blog very dynamic — it helps to get your blog (and thus your company) in good standing with the search engines. Being high up in search engine results allows new readers (and potentially new followers) to find you, and ultimately drives them to your website.
- Establish your expertise and thought leadership in your field. The traditional model for establishing your credibility and your business as the expert in your field has been to write a contributed article for a relevant publication or land a speaking engagement with a relevant group. Both of these take time to pitch, and you can be waiting months for the article to be published or for the speaking engagement to occur. With your blog, you can engage your audience immediately and maintain a continuous connection with them through your regular posts.
Exactly How Often Should You Blog?
So, now that I’ve pointed out the value of frequent blogging, exactly how often should you blog?
There has been much discussion around this, with opinions ranging from once per week to 2-3 times per week to 2-3 times daily. Really, it all depends on the size of your company, your business goals, your audience and whether you are business-to-consumer or business-to-business. HubSpot has provided some blogging benchmarks from its report “Marketing Benchmarks from 7000+ Businesses,” which revealed that companies that blog 15 or more times per month get 5 times more inbound web traffic than companies that don’t blog at all. If you’re a small business (1-10 employees), the gains are apparently more significant the more you blog. And, while all companies see a noticeable increase in inbound web traffic, B2C companies tend to realize bigger increases than B2B companies. HubSpot’s report, as well as other research you’ll find on the Web, provides compelling evidence that “when it comes to the effectiveness of blogging in driving traffic to your website, frequency matters.”
With the benefits and rewards your business can reap from not only blogging but blogging often, it’s wise to make the commitment of time, resources and budget to ensure regular if not weekly blogging. But, you may ask, how do I come up with the content to blog once, twice or even three times in a month, never mind one to three times in a week? That’s a question I’ll answer in a future blog!