When it comes to online branding, there’s a lot of advice thrown around.
Marketing firms and senior bloggers will tell you that one of the most important strategies you need to implement to keep your audience engaged is having a blog. But there’s one question to which the answer is not as cut and clear:
How often should I post a blog?
As a rule of thumb, the more often you blog the better. But the overall goal for your business blog is to create posts marketed to your audience which means each post needs to offer valuable content that interests them, which in turn encourages sharing posts on social media. Through this process your blog post will be recognized and linked to by other blogs — generating ongoing leads over time.
Copywriting experts will tell you that as a general rule you should post in abundance. However, your goal of keeping your audience engaged — meaning meaning those who are taking time and sharing your content — can be hindered by the abundance of poor quality posts. Consistency is necessary, but quantity isn't everything.
The question comes down to: how often should I blog for my business?
How Many Blogs Should I Post Monthly?
Let’s look at the beauty and skincare industry. This multi-million dollar market has a strong blogging presence with most brands using blog strategy as a key part of their overall online marketing plan. According to recent data, brands seeing the best results in traffic and conversion post 2 to 4 times a week. This means that a beauty brand who uploads more than 10 blogs per month enjoys 3X more traffic compared to brands uploading four or fewer blogs each month.
That doesn’t mean you should reach that quantity by posting random or uninspired content.
It’s not just the monthly quantity because we’ve seen results from a 2015 marketing research study that says 75% of a business blog’s views came not from those who clicked on the most recent articles but from links in existing posts. This means that weaving your library of articles into current posts allows them to be even more beneficial and helpful to your overall marketing strategy for a very.long.time.
Besides, hiring a beauty and skincare copywriter has its perks. The same study showed that companies and brands with more than 400 blogs in their library of content experience 2X traffic than companies with fewer than 300-400 blogs. Google rewards volume, so they’ve established some benchmarks that brands need to reach for them to have different levels of visibility. Unless you have time to create 400+ blog posts, you should think about outsourcing it to someone who can do it for you!
What NOT to do When Creating Blog Posts
If you post just for the sake of pumping out blogs, the copy is going to turn tedious and boring.
You might have gotten that precious Google visibility, but once readers notice the quality of articles slowly becoming boring and uninspired they’re not going to return.
Keeping your blog interesting, relevant, informative, well-written and engaging is vital for you to cash in on those new readers but also turn new visibility into return traffic — you want your market to always come back for more!
Want to join my brand new Facebook group: Beauty + Business Collective? It’s about marketing your brand and growing it with intention — I’d love to see you there!