Content creators know the importance of consistently blogging, but how often should you blog? We strive to establish a routine in order to establish a relationship with our readers. Blogging in particular can be a tricky outlet to navigate. We know online users prefer high-quality photos and informative links; which can and should be a part of a well-rounded blog post. We also know that with an infinite number of platforms vying for a readers attention, 500+ word pieces are rarely read in full.
When brainstorming posts for Alter Endeavors, our aim is to offer relevant industry information. We are appealing to professionals who are looking to increase their knowledge on the subject of digital marketing and making them aware of our expertise in the industry. However, we’ve always been fans of incorporating some personality here and there. You can easily find the information you’re looking for in case studies full of bullet points and infographics, which while effective, lack the human touch.
There’s a particular balance required when using blogging as a marketing tool. From a SEO (search engine optimization) standpoint, blogging brings increased traffic to your website and new leads to your attention. In an article about “How Often Should You Blog” by HubSpot, the results were unsurprising. The more you post a month, the bigger the impact on traffic and leads.
Unfortunately, there aren’t statistics to show how much the industry professional retained about the subject matter or what the potential customer learned about your brand. Interestingly enough, HubSpot also had an article that addressed the quality versus quantity debate. They essentially used their own site as an experiment by increasing frequency and categorizing the types of posts they would typically post. The takeaway was this: high volume/low comprehensive posts (not as technical) increased new leads and overall hits, but also came with email readers hitting unsubscribe. At the end of the day, there is only so much content our readers can consume. Whereas the low volume/high comprehensive approach showed significantly lower traffic and insinuated the readers wanted more. HubSpot determined that for them, their benchmark period (the posting schedule they adhered to before the experiment) was best for them. While a high volume/low comprehensive approach did increase leads slightly, it didn’t justify the level of work being put in by the staff.
The brilliant thing about blogging is that we have the ability to make old posts new again, especially if we write about subjects without an expiration date. The line of thinking we use for our clients is simple—consistent and engaging. We determine the frequency that would be most effective and subject matter that is most relevant. According to our SEO strategist, Steve Joiner of Searchography, 300 words is the suggested minimum, but 500 or so words is better. Our blog writers then do the necessary research to include relevant keywords, but work to ensure that the brand’s voice is not lost in the process. Once the piece is presented to the client, he or she either approves or returns for any necessary edits. Once finalized, the SEO process begins. If the post has a clear subject and a convincing call to action, then it is easily optimized.
A blog post by Business 2 Community provided key suggestions to help you stay consistent on the blogging front:
- Make note of all of your ideas <—When inspiration hits, make sure to make a record of it.
- Every post doesn’t have to come in the K-size <— Get out of the 2,000 words or bust mindset. A 500 word post can be just as valuable to the reader.
- Write, write write <— Practice makes perfect applies to practically everything in life. The only way to get out of a rut…is to just write!
The perfect balance is found when your reader knows when to expect content and also learns something about the industry, brand or product. Periodically analyzing your blogging schedule and content will ensure you, and your audience are getting the most out of your posts.