While blog frequencies still remain a hotly contested subject in digital marketing circles, the simple fact of the matter is that any blog is better than none.
As a brand or business, the concept of regularly posting a blog or article to your website is to construct a text that is both engaging, and reaches the right audience through proper optimisation.
Over time, the readers will come to trust your brand, and will in turn encourage both new and repeat clients. It’s not the place for the hard sell – blogging for business is essentially how you build trust with consumers and position yourself as the go-to authority within your industry.
However, failing to blog or post articles regularly ignores the fundamental principles of SEO, or search engine optimisation. If you aren’t updating your blog regularly, you risk being overtaken by your competition on the search engine ranks – but exactly how often do you need to post a new blog to stay relevant and Google friendly?
Defining The Perfect Blog Frequency
If your audiences are liking what they’re reading on your blog, they’re also likely to spend more time on your website, reshare your content, trust your brand and eventually make a purchase. As such, it should come as no surprise that research conducted by market leader Hubspot has indicated that brands are thirteen times more likely to see positive return on investment when they put regular blogging as a top priority.
The beauty of blogging for SEO is that it essentially lasts forever. Once you get your momentum, the practice is also one of the best marketing strategies to build and develop evergreen content – that is, content that doesn’t expire, or become irrelevant. When actioned correctly, evergreen content is the gift that keeps on giving.
However, Google is known to be a fickle creature when it comes to SEO, and one of the metrics it uses to rank your brand’s website is the quality of your blog. In addition, research shows that there is a direct correlation between the frequency of article publication on your website, and its corresponding lead generation through organic traffic.
When determining the right number of blogs to publish, unfortunately there’s no clear cut answer – it all depends on what resources you have at your disposal, how long you’ve been trading online, and what type of audience you’re trying to pitch to. As a general rule, brands and businesses new to the online arena should aim to publish a blog at least once a week, if not twice.
As a general rule, the key pillars of good SEO in any blog should include content, links, and optimisation. However, it’s important to remember that even as a tech giant, Google is still a private company, and is allowed to change the rules of how SEO works whenever they like – and they often do.
Google is smart, and it can spot a fraud from a mile away. Instead of writing short 300 word articles that are loaded with too many keywords and often don’t actually provide the reader with the answers that they’re looking for, aim for long form content via blogs that get into the specifics of a topic, and in turn rank higher with less competition.
When determining how often to post a blog to your brand’s website, above all – be consistent. Writing is not a task that comes easy to many people, especially when you have to tackle the technical stuff like appropriate headings and keywords as well. If you lack the discipline to stick to a regular content strategy that includes publishing a blog once a week or even once a month, then it might be time to consider outsourcing.
The Key To Good Marketing Is Great Content
Producing quality, consistent and on brand content takes time, effort, experience and resources, but avoiding these responsibilities altogether may actually be doing your brand a disservice. Thankfully, investing in a solid content marketing strategy has actually never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times.
If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.