Content on your business website can drive lead generation and maximize income potential. But how often should you publish on a business page? The answer lies in experimentation and research from leading authorities on blogging.
On business pages and blogs, there are different types of content. These can vary, ranging between informative posts about a new product to promotional posts to build a Christmas email list. These are often drafted in a yearly or monthly editorial plan, and they sometimes run in cycles.
For example, a business owner might have a weekly special for a pizza company. They might run a weekly Friday post offering a promotion or just advertising the special. This would be a weekly cycle, but it wouldn’t be the only type of content the business owner wants to post. He might want to post a lead generation weekly or monthly in addition, to acquire an email list. Even that is probably not all he will want, but it is a good start.
Experts like Jayson DeMers at Forbes recommend blogging at least once a week to get started. Twice a week is better, but some experts, like Neil Patel of Quick Sprout, recommend as high as a few hundred posts a week in some cases.
What? You might say. A few hundred a week is impossible for me. No one can do that!
Well, like many things, your blog or business post frequency depends on your goals. You can check out a few success stories online, such as CopyBlogger or Moz. Mashable and The Huffington Post, the largest blog in the world, post hundreds of posts per week in order to maintain massive page view counts. This strategy works for them, but it wouldn’t work for everyone since they can’t all invest that much time and money in their blogging endeavors. But some businesses can post a few times a day if they shorten their posts.
But wait! You say. How do I even know what types of posts my readers like? And shouldn’t I worry about quality over quantity?
Well, in short, you definitely should. However, the way to find out what they like is to post your own experiments, according to Neil Patel. To do this you will need a pretty good grasp of what makes up different types of posts.
While finding out what makes up a professional informational post versus a promotional post can take up some time, the biggest obstacle to people posting often on their blog is finances. You see, even if you cannot post that often on your company blog, you can buy guest posts or even get professional blog posts written for you.
Mashable is famous for its post quantity, like The Huffington Post or Moz, and those are definitely not all from one person. So, part of the answer to the question of how often you should post on your blog is related to finances. How much can you reasonably spend? Will the return on email sign-ups and lead generation be worth it, or is it outside of your marketing budget? These all take some experimentation with your own blog and some serious Google Analytics.
You will have to find out what your bounce rate is, how much time people spend on your page, and what type of content is most read to make a good financial decision on how much you should blog or buy content to post.
In conclusion, you will want to check out some serious data to determine how much you should post on your blog. Companies like HubSpot can verify that you could generate up to 3.5 times the traffic by posting 16 times a month rather than four, for example, no matter the size of your company. But the stats become even more detailed than that.
Depending on the size of your company and the goals you have set for your blog readership, you could benefit from posting more than that and double your traffic. Or, you could commit to super high-quality content in the right sector and decrease your blog posting if you are experiencing burnout. In some cases, this has increased traffic, and sometimes it has to be done for health reasons. But in general, you should post varied types of written content (such as graphs, charts, and short form versus long form) if you love to post often and you can. Alternatively, focus on quality if you are limited in your posting amount.