How Often Should I Blog for My Business? – A Guide for SMEs
Having a blog for your small business can be a great, cost-effective way to improve your website’s SEO, get more people onto your website and build brand awareness. Some of the benefits of blogging include being able to show off your expertise within your niche, rank for keywords relevant to your business and answer some common questions or objections your leads have to help convert them into paying customers.
But how often should you be blogging for your business? There are two things to consider that’ll help determine the answer: what your overall goal for blogging is and what resources you have available for content creation. To help you figure out the answer that’s right for your business, we’ve put together the guide below to help you find the right schedule for your company blog.
The problem with the conventional wisdom around blogging frequency
If you google how often your business should update its blog, you’ll likely find the first few articles from very large companies, with the writer urging you to post new content several times a week if not every day.
Now, this can be great if you have the time and resources to do so. While it’s oversimplifying things a bit to say this, more content on your website generally means more traffic, as well.
More content gives you the chance to target more keywords and rank in more searches, as you’ll have lots of content on various topics within your niche. Plus, websites adding to their content regularly are seen in a favourable light by search engine algorithms when compared to websites that stay stagnant for long periods of time.
However, the fact is that most small businesses simply don’t have the internal resources to push out several high-quality articles every week.
How SEO blogging is changing
In the past, SEO specialists would urge you to post every day on your blog to help you keep your business blog a valuable and timely resource that didn’t get lost in the noise. However, most have changed their tune in recent years, with many now only blogging 1-4 times per month themselves. Why is this?
Well, this is partly to do with the fact that search engine optimisation is such a fast-changing field and partly because blogging has completely exploded in the past few years. Everyone and their uncle is now blogging, with thousands of new blog posts published every minute. It’s easier than ever for readers to become inundated with new content from their favourite blogs, which is why so many pro bloggers have changed their strategy.
Now, more than ever, SEO experts are talking about the importance of making whatever content you have work harder for you, whether you publish new blog posts on your website every other day or every other month.
Focusing on quality over quantity and creating highly targeted, highly useful blog posts, typically in the 1000+ word range helps you to create genuinely useful resources and “evergreen” content. The focus is also increasingly on updating your existing content and getting more backlinks pointing to it – and we’ll go into how to do this later on in this article.
Avoiding burnout from blogging
Another reason why the world of SEO blog writing for businesses is changing is because so many have experienced burnout by sticking to unrealistic posting schedules. Putting pressure on yourself to post constantly can do more harm than good – especially if you’re going it alone.
If you can push out new blog posts most days of the week, that’s great! Especially if you’re just starting out, though, and have a small team, we’d advise against jumping off the deep end like this because, in all likelihood, you’ll run out of steam quickly. You might find that suddenly you can’t think of what to write about and time that should be spent with family and friends after your typical working hours gets swallowed up by unfinished articles and keyword research. Not ideal.
The good news is that when it comes to blogging, you don’t have to go it alone, no matter the size of your business. Delegating some of the tasks related to blogging can be hugely helpful for avoiding burnout without sacrificing your blogging frequency, even if you want to keep ownership of the company blog yourself.
Having someone on your team do a bit of research into what your competitors are blogging about and what some of the keywords you should target for SEO purposes are can be hugely helpful. Similarly, having everyone on the team contribute to the company blog on a regular basis can also help take some of the pressure off you and helps you target a wider variety of topics, as everyone on your team will bring a slightly different angle and experience to their blog posts.
Finally, a professional copywriter can help you with all aspects of your blogging strategy, from doing topic and keyword research to crafting and publishing content that’s as authoritative as it is well-written, in your unique voice.
Finding your ideal blogging schedule
Now that we’ve gone over some of the reasons why you should be writing a blog for your business and the traditional wisdom around how often you should publish new content on your blog, we can clearly see there’s no one-size-fits-all solution when it comes to deciding how often to publish new content and who should be writing it. So let’s take a closer look at exactly how you can figure out the best blogging schedule for your business.
a) When your main goal is increased organic traffic
Your ideal blogging frequency will depend on what your overall goal for starting a blog is. If it is driving more traffic to your company’s website, you need to publish new content more often.
This is because it gives search engines like Google more opportunities to index and rank your website higher in search results. What this means is ultimately up to you and your resources, but blogging once or twice a week is a good place to start for small teams. You can always increase this if you find it easy enough to do so.
b) When your main goal is increased brand awareness
If, on the other hand, your main goal for blogging is to increase brand awareness, you don’t necessarily need to blog quite so often. Instead, your focus should be on showing off your expertise and what makes your business unique – the old adage of quality over quantity is apt here. A new blog post once or twice a month can be a fine place to start in this situation.
Wherever you are with your business’ blog at present and whatever you decide your main objective is for blogging, the most important thing is to find a schedule that works for you and then stick to it. This way, you can plan your day and allocate tasks accordingly and minimise the chance of burnout.
The importance of revisiting your older content
Sometimes, it’s not as important how often you’re publishing new content on your company blog, but what you do with the content you already have.
Especially if you already have a blog for your business with dozens of high-quality articles that rank well in search engine results, you can get away with blogging a little less often. With a library of existing quality content, you can make your top posts work harder for you to get even better results without too much pressure to publish new content constantly.
This is an increasingly popular strategy, with content marketing giants like Hubspot now dedicating a good portion of the time they allocate to their blog to revising and reusing older content.
One way to revisit older content is by updating your best-performing blogs with new content. If your top post is from a few years ago, you could add some newer data and suggestions to reflect changes in your industry that have taken place since the blog’s original publication.
Search engines view pages that are frequently updated favourably, so this can give you a boost in page visits. Not to mention that adding more to an existing piece of content is often much easier than creating a completely new one!
Working on digital PR to get backlinks pointing to your most popular content can also help you rank higher in search engine results and improve your domain authority. An SEO agency can help you with this.
How a content marketing agency can help
After reading this article, we hope you’ve found some inspiration and motivation to sit down and start seriously working on your blogging strategy, whether you already have a thriving blog or are just about to write your first blog post.
But we all need a little help every now and again. Whether you struggle to find the time to write high-quality content on a regular basis or lack the confidence in your ability to do so, a professional copywriting service can become an invaluable resource for you.
A content marketing agency can take full ownership of your blogging if you so choose. They can help you create a content strategy that takes into account your audience and blogging goals, generate blog post ideas informed by extensive keyword research and write compelling articles that sound like you and help you show off what makes your brand unique.
If you choose Bundle Digital as your blogging partner, you also benefit from access to a number of other digital marketing services that boost your content marketing efforts. With high-quality SEO, social media and PPC services, your content will find its audience faster and do more for you.
Our copywriting services can be tailored to your exact needs, with each blog post carefully researched and eloquently crafted. Interested in finding out more? Shoot us an email and let’s get chatting!