Here’s a question that we've received a few times from regular readers of our blog:
What would you say is the right number of blog posts a business should post each week?
One of the people who sent that question also shared that he has been frustrated that his company is not producing more content and that he wanted to know what the right amount was so he could just do it.
Below is the framework we use, and recommend to our clients. If you follow it, you’ll be on your way to getting the results you want and need.
Let let me preface this by saying there is no secret formula or magic pill (sorry to disappoint!) to create content that attracts your target customer. It takes hard work and dedication to get your inbound marketing strategy going in the right direction and to ultimately have success. But in the end if you do it the right way the results can be fantastic. The key is to not get frustrated along the way and stick to your plan.
It’s not as easy as answering “x number of posts per week will get you where you need to go” – indeed, there's more to it than that. Here are six things to consider that are more important than how often to publish a blog post.
1. Start with a Plan
Too often we see people start without a plan. They are full of energy and excitement and jump into inbound marketing with both feet. The first 45 days are exciting as the content is flowing but something happens between day 45 and day 60. Page views start to taper, and even though the numbers look good, visitors aren’t turning into customers. The next thing that happens is that “this whole inbound marketing thing” gets pushed aside to handle later. But later never happens.
Your plan is the foundation of your inbound program. We will write more about what it should look like in upcoming blog posts, but if you can’t wait and you want to hear more about how to build your plan click here and talk to us (we are happy to help).
2. Define Your Audience
Identify whom you are writing to. In other words who is the target persona? Who exactly are you trying to reach with your blog posts? You need to have a clear picture of the person who you are trying to reach if you are going to effectively reach them, right? For this to truly be effective write down all the characteristics of this target persona and make sure to share it with everyone on your team.
Start with a plan, then channel your energy into creating the kind of content your target persona wants to read.
3. Get in Their Heads
Determine the types of questions that your target persona might have that you are qualified to answer. Think about the conversations you have when you are meeting with new prospects.
- What is it that they often ask you about?
- What concerns do they have?
- What do they want to know about?
The answers to all of these questions are all perfect blog posts for you to write. By focusing your articles around the questions they have you get to show thought leadership and expertise in your responses and you become more easily found when someone does an internet search.
4. Focus on Quality, not Quantity
Never publish anything you don’t want your name on. If the quality is not to your internal standards, do not publish it. Focus on creating the highest-quality content possible. That means content that will resonate with your audience, not necessarily Pulitzer Prize-winning material. Mediocre content will get a mediocre response.
5. Aim to Publish Three Times a Week
Try to publish three blog posts per week minimum, as long as you can hit your quality standards. You would be better publishing just one really good one instead of three not-so-great ones. That being said… it would be best if you could publish three really great ones. And yes, more is better. Plan out your articles in advance. We recommend that you use a content calendar to schedule your blog posts as this will give you a great view of what you have done and where you are going.
6. Share Your Amazing Content
Make sure you are sharing all of your content and share all the time. Not just the day it is published but again and again and again. Sharing is a great way to spread your content. Don’t let sharing become an afterthought! Make sure you’re sharing in a variety of ways, wherever your target persona is hanging out. Fish where the fish are!
This is just a brief overview of how to get started, but it’s important to get started the right way.
Editor's Note: This post was originally published September 12, 2014 and has been updated.