December 14, 2011 in Articles, Lead Acquisation by Conversion Leadership

How Often Should You Blog In Your Business?

When you’re thinking about the frequency of your blogging, start by doing the maths backwards. If you need five new leads a month to follow up with, then ask yourself “How many new visits do you need to your blog?”

Basically, you’ll want to be blogging as often as you want people to pay attention, from a couple of times a week to once a day. Once you start publishing posts a few times a day you will see a significant increase in traffic.

Another questions you need to consider when creating your blogging schedule is setting expectations. You might blog once a week or twice a month and that will be okay if your blog posts reveal great content that engages an active audience. But, make sure you publish you posts around the same time so you create anticipation amongst your readers.

Create An Editorial Calendar

In your content creation plan, make sure you have a steady backlog of content, some of which addresses content that can become evergreen and therefore valuable for a long time to come. In this way, you’re also considering the long-term effects of your blog.

Building an editorial calendar to help you map out your frequency and give you a general ideal of the content you’ll be creating will also serve as a blogging schedule. What’s more, it will help you to develop an approach. For instance, if you are working hard to rank for a specific keyword, you can focus your content around that keyword for a month and then measure the results. Have you increased your search engine ranking for that given keyword?

A Healthy Balance of Content

An editorial calendar will also help you maintain a healthy balance of content types covering various topics and lengths as posts that are short and shareable vs. those that are meaty and comprehensive. You should always plan for blog content to get published at certain designated times but also be able to take advantage of industry-related news stories that allow you to create a timely blog post and leverage the “buzz” that’s already being generated around the topic.

Remember, it’s important to be agile and flexible in your content creation process.

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