Blog Frequency: How Often Should I Write New Posts?
In the early days of content marketing, simply having a blog could set you apart and drive results. As more companies produce authoritative content, standing out requires a more refined and strategic approach, and the blog frequency that worked before may not be optimal now.
In HubSpot’s 2023 industry trends report, 88% of B2B and B2C marketers with blogs planned to maintain or increase their investment. Effective blogging continues to deliver a strong return on the initial investment.
But what blog frequency is enough? How do you continue to produce high-quality, engaging content when you’ve already covered your primary topics? If you’re wondering how often to blog, read on for insider tips on developing and executing a winning content plan.
How Often Should You Blog?
The short answer to how often to blog is as frequently as possible. 57% of companies that post daily report strong results.
However, a higher blog frequency won’t deliver results unless you produce quality content. The best strategy is to pick a schedule you can manage and be consistent.
Whether you have the resources to publish a new blog every weekday or twice a month, it’s vital that your audience knows what to expect.
How Many Blog Posts Should You Publish Per Month?
While a higher blog frequency is better, the right number of monthly posts for your organization will depend on your goals and resources.
Establishing blog performance KPIs like bounce rate, time on page, and top viewed posts helps you adapt and refine your strategy to scale your efforts for strong results.
If you are posting to build brand awareness and website authority, it’s more important to strategically develop your brand’s voice and provide informative content than to maximize blog frequency.
If your primary goal is boosting organic search traffic, you’ll want to post optimized content as frequently as possible.
Smaller, newer blogs can build SEO by posting new content one to two times a week. For a larger, established blog, you’ll want to aim to publish new or updated content four to five times a week.
5 Benefits of Frequent Blogging
Posting rhythm can influence whether your blog is buzzing with loyal and engaged readers or languishing, waiting for people to find it. Consistent, well-planned posts develop a web of interconnected ideas, encouraging shoppers and customers to come back regularly to view new content.
Here are five benefits of frequent blogging.
1. A High Blog Frequency Boosts SEO
Frequent blogging signals to search engines that your website is a reliable resource for thought leadership. The consistent addition of new content makes your website more visible.
Publishing quality content more frequently than your competitors increases the chances your website will climb the search engine ranks to win first-page traffic.
2. It Drives Traffic and Leads
In a HubSpot study of over 4,000 businesses, companies that blogged 16 to 20 times a month got twice as much traffic and three times the leads as those that didn’t blog. However, those that posted over 20 times a month got five times more visitors and four times more leads.
3. Blogging Often Increases Brand Awareness
People searching for products and services can be at any stage in the buyer’s journey. They may be looking for a specific product to buy today or gathering information for a purchase three months away.
Blogging positions you to be part of their purchasing process. You are visible while they do research and compare choices. Shoppers or prospects become comfortable with your company and your brand, increasing the chances they will buy from you when they are ready.
4. Publishing Blogs Regularly Establishes Authority
Consistent, high-quality content builds trust with your audience. Your website becomes a go-to resource if readers discover they can trust your brand to deliver accurate and valuable information.
Authoritative content showcases your brand’s expertise. It signals you are invested in adding value to the community.
5. It Builds Relationships and Engagement
As people find and read your blogs, they feel they are getting to know your brand. It is a powerful and relatively passive way to forge customer relationships, fostering a sense of community and loyalty.
What Should You Blog About?
You want to blog about topics related to your company’s core products and services. You can generate an initial list of valuable topics by answering the following questions:
- What are the pain points or desires that drive prospects to your business?
- What questions do your sales and customer service team hear most often?
- What features or benefits make your products or services stand out from the competition?
When you start blogging, you may worry about running out of ideas. Fortunately, the abundance of formats, sub-topics, and approaches will keep your team busy no matter how frequently you post.
ContentWriters offers topic pitching and SEO keyword research services to help clients build out their monthly content calendars in advance. As your published content grows in volume, you will find ongoing opportunities to update old posts with additional information or a fresh perspective.
Approach the Same Topic From Multiple Angles
Topic clusters are an effective way to engage your audience, boost SEO, and cover a subject in-depth. Topic clusters explore subjects around a central theme, answering different questions and catering to various facets of your audience’s curiosity.
For example, if you have an e-commerce business that sells clothing made from bamboo and organic cotton, you could form one or more topic clusters around the benefits of bamboo fabric.
One blog could not adequately cover the environmental and personal benefits of bamboo clothing. It would be too general and fail to speak to targeted audiences. Instead, your topic clusters may include:
Environmental Benefits of Bamboo Clothing
- 8 Ways Bamboo Clothing is Sustainable
- Polyester vs. Bamboo Clothing’s Impact on Greenhouse Gas Emissions
- Can Your Bamboo Clothing Help Protect Biodiversity?
Personal Benefits of Bamboo Clothing
- What Wicks Moisture and Resists Odor Better: Bamboo or Polyester?
- 5 Reasons More Athletes Are Buying Bamboo Workout Gear
- The Advantages of Bamboo Clothing for People With Sensitive Skin
You can tailor topics to specific audiences, like environmentally conscious shoppers or mothers. You can explain the benefits of your products or services to particular groups, like athletes or people with allergies. By selecting a broad subject and generating related topics, you meet the needs of your diverse audience.
Once you have your content cluster organized by priority, you can add them to your publishing calendar.
Blog Types You Can Use
In addition to writing for different audiences and answering specific questions, you can diversify blog topic formats. Here are 14 examples to keep your blog fresh and engaging.
- Industry news and trends
- Product or service announcements
- How-to articles and tutorials
- Case studies
- Behind-the-scenes content or a feature story
- Expanded definition posts
- Data studies
- Cheat sheets and checklists
- The listicle (e.g., The Ten Most Purchased T-Shirt Colors in 2023)
- A curated post (i.e., sharing several internal or external resources)
- Comparisons (e.g., Bamboo vs. Polyester: What Breathes Better?)
Barriers to Blogging Success
Why don’t businesses blog consistently even when they know they should? You may be committed to a content strategy but find your content creation process falls short of your desired blog output. Alternatively, you may be disheartened by a lack of results from your efforts.
Here are some common barriers to blogging success.
Lack of Clear Strategy
Diving into blogging without a clear strategy is like sailing without a compass. Developing high-quality and engaging content is much easier with a well-defined target audience and content objectives.
Search engines and readers respond to consistency. If you’ve built a loyal subscriber base, why not adhere to a publishing schedule your audience can look forward to? Once you commit to your blog frequency, posting regularly helps you achieve engagement and visibility.
Compromising on Quality
While it’s crucial to post regularly, poorly researched, shallow, or error-ridden posts can harm your brand’s reputation. Google rewards brands that deliver content that matches readers’ expectations, delivering an authoritative and trustworthy look at the subject.
No Clear CTA
Once your team has done all the work to develop engaging content on a relevant topic, directing your readers to their next action is vital. Whether you ask readers to sign up for a newsletter, activate a coupon, purchase a product, or download a free resource, your content will not deliver maximum benefits without a clear call-to-action (CTA).
If you neglect search engine optimization (SEO) best practices, search engines will not have the information they need to deliver your content to the right viewers. Keywords help search engines understand the intent of your content. Internal links define your most important content. Optimized page titles and headers help readers scan for the information they want.
Vague or Irrelevant Content
Your content needs to provide valuable information relevant to your business. Each blog should answer a specific question or dive deep into a topic that addresses the needs and concerns of your customers.
Brands with blogs that veer too far away from their core business services or create content that doesn’t speak to their target audience won’t see the results they want. Content should not be written for the sole purpose of web traffic but for high conversion rates.
Time and Resource Constraints
Effective blogging requires a coordinated effort from ideation to publishing. Without a dedicated in-house or skilled outsourced team, it can be challenging to create and publish high-quality blog posts regularly.
What is the Optimal Blog Frequency? As Often As You Can
Blogging is an integral part of a comprehensive marketing strategy. It does more than bring you new customers. It builds brand awareness, establishes your company as an industry authority, and engages prospects at all stages of the buying process.
If you are committed to blogging but don’t have the in-house resources to create high-quality, in-depth content consistently, ContentWriters can help. Our account managers and strategists are with you every step of the way. Our writers are vetted subject matter experts, and our content management platform is equipped to scale your content creation process efficiently.
Connect with us today to find out more.
Joan Weisman’s strong research skills, SEO knowledge, adaptability of style and voice, and passion for staying current make her an asset for freelance web content, SEO, and copywriting.