Thousands of posts are published on the web every single day, and the most prominent blogs around may release a few hundred articles each week. New blogs are written into fruition daily; their articles also join the masses.
Do you have to keep up with this pace for success?
The simple answer is no. While frequent posting is undoubtedly one tactic that can bring a lot of traffic to your website, quality posting less often can achieve the same results.
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The key is that you set up your blog for success in its own way by determining how many posts you need to make weekly or monthly to reach your blog’s goals. How often you should post depends on your specific goals.
Tip #1: Set specific goals
If you don’t have goals, you will never be sure if you are posting the right amount of blog posts or not. Goals are more than a measure of success; they are a means of defining what your next course of action should be.
Your content marketing goals should be the guiding force behind your blog frequency experiments.
Consider the following:
- Who are you writing for?
- What kind of leads are you hoping to generate?
- How much more traffic do you need to benefit (i.e., to attract sponsors, etc.)
- What kind of content do you most enjoy writing?
By taking a look at these overall aspects of your blog, you’ll start to get a sense of what type of return and feedback you’re hoping to receive.
Tip #2: Balance demand and resources
One day, you might spend eight hours creating a short slide-show type video and accompanying article that brings in more traffic than ever before. It’s clear that your audience enjoyed this type of content so you may be tempted to begin going through the same routine every single day.
Can you realistically spend eight hours every day working on one blog post?
No, probably not. Instead, you must find a realistic balance between the audience’s demand and your business’s resources.
Here’s what to do:
- Increase your post frequency, tracking how much time you spend doing so.
- Calculate how much more traffic and how many more conversions you get per hour spent.
Based on the number of available hours you have or your ability to hire additional team members, you’ll be able to determine the maximum amount of posts you could post weekly. Use this maximum number to test out post frequency by following the steps in Tip #3.
Tip #3: Refine & define
While each of these steps will take some time, working through this process to determine the right balance for your blog & business will help you see a greater return:
- Track which post category generates the highest average traffic over a specific period.
- Calculate which post category generates the most conversions during a specific period.
- Increase how frequently you post and see how it affects both traffic and conversion.
- Use the results to determine how much more you should post to increase both leads and traffic.
By following these four steps, you’ll be able to determine what your audience would enjoy seeing. Now, compare the results of the information you gathered in Tip #3. Do you have the resources necessary to satisfy your audience?
Tip #4: Keep it consistent
The first post frequency that you test out might not work, but eventually, you’ll find a sweet spot that you have enough time to work on while also more readily engaging your audience.
Once you find that frequency, stay consistent. You want your audience to be able to rely on your blog. Building trust with them will increase how frequently they return to your website, and every return visitor improves the success of your blog.
Tip #5: Create a schedule to update your content
In addition to scheduling content to post regularly, you also need to create a schedule for how often you will update your content. Stick with me here; posting good content frequently is not enough. You also need to be sure that your content remains relevant.
Fresh, timely content ranks better on all search engines, and it resonates with readers more effectively. Even if your blog’s content has nothing to do with current events, the time at which it was written will always affect the content in some way.
Take time every few months to update essential parts of your content:
- Update stats to newer, more relevant findings
- Update both title and description to include new keywords
- Change any timely references that may be out-of-date (i.e., references to a politician or celebrity who is no longer relevant)
- Rewrite to match current SEO practices
- Update the published date
- Fix any broken links or formatting
- Link to this old blog from new pages
- Promote it!
By giving this blog a crisp update, your content will remain evergreen, ready to benefit the next reader who finds their way to your blog.
Fine Tuning Can Be Revolutionary
None of the tips provided in this article are revolutionary, but following these tips to improve your blog’s reach, traffic, and reception can change everything. From providing more of what your audience wants to see to balancing your time better than ever before, you’ll be amazed at how much of a difference these simple tips can make.
Remember: Creating content isn’t enough. You need to think about how frequently you create content and in what categories. By acknowledging your audience’s desires, you’ll be more successful in the long run.
Eric Worral has owned and managed rentals for over 9 years. Currently, he works in marketing at www.RentPrep.com, a tenant screening service for landlords and property managers. He’s also the co-host of the “RentPrep for Landlords” podcast where he shares tips and insights on managing your rental properties.