Your blog exists to connect customers with your brand. Unfortunately, blogging does not automatically convert readers into customers, and some blogs struggle to even maintain readership. Posting with the right frequency may just take your blog from being an ever-present chore to a true marketing asset.
Why Is Blogging Important for Your Business?
There are a number of different reasons your blog is so important for your business. While it does connect your brand to your customers, it’s also an important tool in linking to search engines. But having a blog is only the first step. You also need to update that blog regularly to get the most out of it.
Search Engine Optimization
Blogging generates more pages for search engines to find and link to. One post published every day creates abundant opportunities for customers to find you through a multitude of keywords. A high-ranking blog may not need daily posts because it casts a wider SEO net with higher-quality content. Both methods may provide your site with the client traffic you want.
Blogging relevant, SEO-optimized, engaging content quickly generates loyal readers. Your loyal blog readers become loyal customers when they feel a personal relationship with your brand. As your blog grows in popularity, your brand reaches more readers and provides them with the same opportunity to get to know you and your brand through your content.
Topics You Should Blog About
Another important factor in using your blog effectively is knowing what to blog about. This isn’t your personal blog where you can talk about anything that crosses your mind. It’s a marketing tool for your business, and that means you have to carefully consider what you post.
Relevant to Your Business
It may seem obvious, but in order to build a readership that generates customers, you should post topics relevant to your products or services and your company values. If your site sells scuba gear, blogging about the top ten diving destinations and helpful how-to diving tips is a great way to generate readers and get them interested in your brand as a brand they trust and connect with.
Content that remains relevant over time has a lasting effect on your blog. If you are blogging content that readers will care about five or ten years later, it has a place on your site for the next decade. If you regularly blog this kind of evergreen content, you quickly build a blog that provides potential readers with plenty of relevant content to find you.
How Often You Should Blog
If you need a regular posting rhythm, or if your business is newer to blogging and needs to build a backlog of content, blogging daily may be right for you. Providing content every day allows you to post concise articles and creates a lot of SEO pages. Blogging daily is a great tool for getting your keywords out into the world. However, blogs with this high volume of content risk reader burn-out as readers attempt to keep up with the rapid pace of your content.
Once or Twice Weekly
If you are comfortable with the number of pages your blog has and care more about building and maintaining a loyal readership than building up a huge backlog of articles, post once or twice per week. This improves your blog rank, keeping your site in customer searches while giving you the time and flexibility to produce longer more meaningful content.