February 23, 2024

How Often Should You (or Your Company) Blog? [New Data]

In my early days as a content marketing manager, I was asked a tough question: how often should you blog to see results?

A marketer determines how often her brand should be blogging

As a newly minted manager, I felt obligated to offer an accurate and well-informed response.

But I simply didn’t have one at the time.

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Fast forward to today, I’ve helped companies build powerful content marketing engines. Having learned from experts and from my own mistakes, I finally have a nuanced answer to this question.

Read this article to unpack my advice on how often you should post a blog.

Table of Contents

snapshot of Google’s 2023 updates showcasing how many times Google has updated its algorithm in 2023:

Google 2023 algorithm updates

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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.

HubSpot’s blog maker, it’s easier than ever to start a personal blog. You don’t need any coding skills or design expertise. Just sign up for free, and you’re ready to roll.

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.

1. Goals

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.

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However, it’s important to note that Benji is a well-known content leader in the SaaS space, with various podcasts, webinars, and articles under his name.

So, the results of his 1-post per month strategy could also be coming through his thought leadership and credibility in the market.

3. Expected Return on Investment

Since most companies follow a more formalized content strategy, they often pursue measurable results like a % increase in traffic, conversion rates, sign-ups, referral traffic, etc. That essentially means their blogging ROI can be quantified.

You can use these metrics to determine your publishing frequency and run a few experiments.

For example, if a few blogs are reporting high conversion rates, you can quickly publish more blogs around similar topics to tap into this growing demand.

On the other hand, individual bloggers don’t usually have a clearly defined ROI.

They can publish new blogs for self-fulfillment or audience engagement. In this case, the publishing velocity entirely depends on personal preferences.

Scribe, an AI-powered documentation tool, refresh their old articles to improve their search engine rankings and increase conversion rates — as well as write new content.

This balanced approach has brought in excellent results —higher traffic coming from updated posts and more real estate on organic search with new articles.

Lauren Funaro, the Head of Content at Scribe, was kind enough to share results from our August refresh projects:

Besides this revamp, you can also optimize articles that are almost hitting your goals.

For example, an article ranking at #11 is an opportunity for getting to the first page. You can update this content to make it more competitive and value-packed than other results.

Essentially, I believe the answer to ‘how often should you update your blog’ comes down to your content performance.

If high-ranking articles are performing poorly or any content needs a little push to rank higher, you can update the blog for better results.

It’s a continuous process of evaluating performance and finding opportunities rather than a fixed number/range.

Don’t Restrict Yourself to a Rigid Blogging Frequency

The bottom line is, there’s no one-size-fits-all formula to succeed with a blog.

Whether you’re at a company or blogging personally, the number of posts to publish every month depends on several factors—we covered the most critical ones in this article.

Remember to consider these factors in line with your business objectives and make an informed decision. Besides, the key to setting a good publishing cadence is constantly testing your blog performance.

So, get ready to audit, strategize, and publish your best content.

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