Producing fresh, high-quality content for your website that resonates with and delights your customers is essential to a robust marketing strategy for your business.
The content on your website includes things like logos, graphics, and other visuals as well as videos and audio content like podcasts. But it centers around all the text that people can read on your website pages, especially the content in your blog posts.
When it comes to your blog, how much content needs to be created depends on:
- What’s best for your company in terms of workload
- What you want to accomplish with your blog
In this article, we’ll offer suggestions based on these two bullet points and more that will help improve search engine optimization (SEO) while keeping your day-to-day tasks under control. Plus we’ll help with other content frequency questions too.
How Much Content Needs To Be Created?
Our suggestion is to create as much content as you are able without sacrificing quality or relevance. As an example, here at 11outof11, we publish a fresh blog post every week.
If you’re a company with a smaller staff that’s constantly trying to write content just for the sake of publishing it, they could get overwhelmed with all the work, releasing articles and information that's not beneficial for your audience, and ultimately to you and your brand. Create a production/publication schedule for your blog that’s sensible for the capability of your marketing department.
Also, make sure your schedule revolves around producing high-quality content. Great quality means the articles contain industry-relevant information, opinion, or thought leadership, keywords, and supporting media such as images, graphics, or video. Organize and outline blog posts in advance of writing them, which can save time. Rather than writing them all at once, produce each piece of content based on a planned time schedule.
Free Up Resources While Brainstorming Ideas
Regardless of the workload that’s best for your company or the goals for your blog, keeping a schedule for writing and publishing your blog content is important because:
The consistency builds organic traffic. Blog post traffic gains organic search results over time, which helps to increase visits to your website. Posting valuable content as well as updating high-quality posts can give your company more reads, more recognition, and eventually more followers.
Blogging helps with brand discovery and awareness as well as building leads. Every one of your blog posts can positively affect not only SEO but awareness of your brand. For example, if you're in the outfitting business and you publish high-quality posts about how to cast a fly fishing pole, you have the opportunity to be seen in the Google search results for people interested in fly fishing and maybe getting outfitted for a fishing trip.
If the schedule for producing high-quality blog content is on point, you’ll likely notice there’s more time to focus on publishing consistently and producing the type of articles that answer your customers’ questions, provide thought leadership, grow your audience, and ultimately, your business.
Determining Blog Frequency
How often should you blog for what you want to accomplish? Let’s take a look at what HubSpot recommends:
If you want to improve organic traffic, set a schedule to post blogs as much as possible:
- Smaller companies could shoot for publishing new posts three or four times a week.
- Larger companies could shoot for publishing new posts four or five times a week. Include updated posts in the mix too.
If you want to build your brand awareness, fit these posts in less frequently:
- Smaller companies could shoot for publishing new posts once or twice a week.
- Larger companies could shoot for publishing new posts three or four times a week. Include updated posts in the mix too.
Recent HubSpot research indicates that marketers who prioritize marketing efforts are 13 times more likely to see a positive return on investment (ROI). For the last 10 years or so, content marketing has become a popular marketing strategy that aligns well with other online strategies, like SEO, social media marketing, and email marketing.
As a result, there are more than 600 million blogs out there! Since online resources are so saturated with redundant content, how can you mitigate this and help yourself stand out in a crowd?
The key here is writing high-quality, relevant content:
- Tell them something they’ve never heard before. Offer your audience new information gleaned from original research and unique anecdotes.
- Talk to your people. Speak to a niche audience with a focused demographic to distinguish your content from your competitors.
- Build a community. Your content should talk to your readers and answer their questions.
- Use content marketing combined with multiple strategies. Coordinate your content marketing with other promotion tactics such as email marketing.
Coupling Content and Email Marketing for Greater Results
Using an email campaign to promote your content is an effective strategy for converting leads into customers. The key to this tandem marketing powerhouse is email cadence.
Read our recent article, How Often Should You Send Marketing Emails? to learn about the components of email cadence and how it will help you calculate the perfect frequency for each of your content marketing email campaigns.
11outof11 for Content Marketing
If you need a marketing agency to help with writing, producing, and promoting high-quality blog post content, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact us to learn more.