Question: Our company is somewhat new to blogging so we are curious, how often should we publish posts to our blog?
Answer: I was a bit hesitant to answer this question because no matter what I say there will be some folks out there that disagree. But since I believe to be successful at content creation you have to be willing to speak your mind I’m going to give it my best shot.
Before I jump into a numerical answer like once a day or once a week. I do want to preface with a bit of a disclaimer. Before you really set out to start blogging, you should really ask yourselves what your goal is for your content marketing strategy? Is it to increase awareness, create direct sales, be an educator or market thought leader etc.
Once you have decided your goals, you should really determine what your strategy is to market your blog (Social, PR, Syndication Etc.) because no matter how much content you write, if no one is reading it, it won’t make a darn bit of difference.
Now that I have gotten that out of the way, here are the keys as I see them.
To most companies I work with I recommend at the very least to post every other week (2x/month). I often use that as the absolute minimum number and I tell them it is so important to stay consistent as 2x a month isn’t going to keep a company front of mind very often as there is too much time between posts. If your business is going to go with a smaller number like 2x a month, I recommend more detailed content that is in depth and provides value so readers will take action such subscribe to your posts or share them socially.
In a perfect world as a small or medium B2B I think 1-2 posts per week is more than enough to be stay super engaged with your customers and stakeholders while feeding them answers to the important business questions your business is solving. Again, I always recommend to post consistently so that readers can know what to expect.
Again -> A couple of important considerations to go with the volume of content is to make sure you focus on promoting the content via Social Media and you are earning loyal readers by asking great questions and inviting them to join your community.
In short, more content, assuming of good quality will help you grow your audience faster. However as you get started I highly recommend being consistent and making sure every piece of content is promoted as effectively and efficiently as possible. It takes time to build an audience, but with the commitment to content you can build a loyal customer base in less time than ever before.
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Daniel Newman is the co-founder of V3*Broadsuite and is an experienced C-level executive, serving as a strategy consultant for small and mid-sized businesses. He’s also an insight/analyst partner to four Fortune 50 enterprises and previously served as the co-founder and CEO of EC3, a hosted IT and communications services provider. Prior to that, he served as the CEO of United Visual, Inc. in Chicago Illinois.
He is a widely published writer who contributes weekly to Forbes, Entrepreneur, Huffington Post and industry publications such as Commercial Integrator, Sound & Communication and Corporate Tech Decisions. He’s also author of three best-selling business books including The New Rules of Customer Engagement, The Millennial CEO, and just recently Evolve: Marketing (^as we know it) is Doomed.
Daniel has established a reputation as a leading thinker in topics such as Social, Big Data, Cloud and Mobile. He has been named to many top influencer lists in all of these areas, including recognition by the Huffington Post as one of the 100 business and leadership accounts to follow on Twitter. He is also an adjunct professor of management at North Central College.
