How Often Should You Post?

 

Did you know that there are 3 million blog posts published daily?  That’s a lot of content and a lot of competition.  There are ways to cut through that competition and one of those ways is the frequency of your blog posts.

Let’s start at the blog equivalent of infinity and work back.  The biggest blog in the world is the Huffington Post.  HuffPo posts new content every 58 seconds.  That’s roughly 1,600 to 2,000 new posts a day, according to Digiday.  In May, their total audience was over 135 million users with nearly 78% of their traffic coming from the U.S.  HuffPo has been around since 2005, and publishing lots of content has helped them achieve megastatus in the blogosphere.

That’s one end of the blogging spectrum.  Let’s travel to the other end and meet successful bloggers who publish much less frequently.  For example, Brian Dean blogs once a week or less and he hit 1 million unique visitors in 2014.  He hasn’t look back; this year he’s already 997,000 visits to his blog, backlinko.com.

Here are some other blogs and bloggers who average one post a week or less.  Mark Manson has already garnered 1.55 million visits to his website this year, markmanson.net.  James Clear has cleared 1.86 million visits to his website, jamesclear.com.  The waitbutwhy.com blog has had 4.11 million visits to date.  What do these sites have in common?  Great content.

Here’s one more: Smartblogger.  Jon Morrow’s Smartblogger.com started life as boostblogtraffic.com in 2012.  Last year, the website name changed, but that didn’t slow their traffic.  To date, they’ve had over 458,000 visitors to their site.  If you go to Morrow’s last post, you’ll find that it was on June 25.  The posts before that one?  June 20, June 7, June 4, May 10, April 26, March 15, and March 7.  I noticed that the posts are not in calendar order on Smart Blogger, which suggests that Morrow is putting the highest ranked content higher up in the order.

Google Ranking Factors

Did you know that Google has 200 different ranking factors?  Here are a few to consider.

  1. It all starts with the quality of your content.  Publish phenomenal content and you’ll build an audience.  Maybe you’ll build a big enough audience that you can post less frequently, but the more you publish high-quality content, the faster you’ll build your audience.
  2. According to Brian Dean, backlinks are the number one factor in ranking higher in search engines.
  3. Frequency and consistency matters.  Freshness of content is a ranking factor and the frequency to score well on Google and other search engines is one post per week minimum.  The sites above who post less frequently have built up a significant following and they have their SEO and SMO working miracles on other criteria.  By the way, you can get a freshness of content benefit for your older content by updating it periodically.
  4. The length of your posts matters. Shorter articles are considered superficial by search engines.  According to SEMRush, the average length of content that is featured on page 1 of Google search results is 1,890 words.
  5. Content with at least one image outperforms content with no images.
  6. According to weidert.com, somewhere in the range of 55-70 total blog posts is a tipping point for significant traffic growth.  However, the content you post must be high quality and helpful to your readers.  Publishing 70 pieces of crap is not going to move the needle for you.
  7. Title tags are important.  Start your tag with the keyword for the post.  Make sure that your keyword is also in your H1 tag and your meta description tag.

Do You Have A Content Strategy?

Let’s walk through a solid content strategy that can help you decide how often to post new content and what content to post.

The image above from Inbound Now gives the steps.  Let’s walk through each of them.

  1. Develop Goals.  What are the content marketing goals that you’ve set for your business?  Some excellent content marketing goals are: growing brand awareness, driving traffic to your website, generating leads, turning leads into customers, and retaining leads and customers.
  2. Build your audience.  Search Engine Optimization and Social Media Optimization are two great ways to do this.
  3. Provide interest.  Write your content with your target audience in mind.
  4. Creative Content.  Inbound Now recommends adding polls, quizzes, and contests to spark more interest in your content.
  5. Promotion of your content.  Here’s a fantastic image from orbitmedia.com that summarizes this step:6. Analysis/Statistics.  Review your promotion channels.  Which performed best?  Worse?   What are the metrics to measure?  Likes, shares, follows, subscribes, and links are all important metrics for growing your audience.

The frequency of your posts is an important consideration as you develop a content marketing strategy.

What would you add to this?  As always, I invite your comments and questions and your likes and shares.

 

 

 

 

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