This question comes-up regularly, and, it’s no wonder being that companies new to content marketing and search engine optimization see all kinds of advice on the internet. There are competing bits of information you’ll find and essentially, there are two chief schools of thought on the number of times you ought to post new content to your blog.
One camp states that frequency is key to performing better in organic search through SEO signals. Essentially, it’s believed that the more activity, the better. The other camp has a different take, which states that it’s imperative to focus on quality over quantity. If you listen to the advice given by the search engine evangelists, top SEO’s, and savvy marketers, you’ll find that it’s a better approach to post on a regular basis, but always deliver solid information with a clear message.
Studies of blogs have shown that longer posts which deliver high quality information get more views, more shares, and longer engagement than short posts. Sure, if you update daily or even more than once a day, it will generate more activity, but that doesn’t necessarily equal higher engagement and certainly doesn’t promise more conversions. People find value in well written, informative content and this type of content also builds trust. You won’t get that if you post short articles that don’t provide useful information.
How Business Blogs Make Money
Business blogs can actually make money, and, ads aren’t the only revenue stream. Your blog can generate more shares and interactions and that means conversions, be they onsite purchases, completed contact forms, emails, or phone calls. Since a blog is informal, it’s easily approachable and because blogging is so mainstream, it’s expected that you update it regularly.
Running a small business blog makes a lot of sense, marketing-wise. It’s great for SEO (search engine optimization), because search engines love websites with a steady stream of fresh, quality content. It’s great for engagement because visitors enjoy looking forward to new articles, resources and information on a regular basis. —Small Business Trends
Another way blogs can generate money is through outreach. If you support a cause, you can integrate that into your posts and help others, which is always a sound business practice because you’re demonstrating your commitment. In addition to these, you can use your business blog to sell the products and services of others. For instance, if you recommend something in a post, that can help to sell it, and, helping your vendors is also good business.
What to Include in Your Blog Posts
Whatever the amount, it’s important that you publish new content at least once per week. This is not just for optimization purposes, but as mentioned, visitors will expect to see recent updates. In addition, statistics show companies that blog between 3 to 5 times a week get twice the traffic than businesses which do not. Companies that blog 15 times or more per month receive 5 times the amount of businesses which don’t blog at all. Small business get the most results from blogging and earn the most traffic gains when posting more frequently. What’s more, upping new posts from 3 to 5 monthly to 6 to 8 monthly increases sales leads nearly double, all of these, according to Small Business Trends.
When you do write and publish new content, it has to contain certain elements for it to be worthwhile for search engine optimization and for reader engagement. Here are the essential includes of a blog post:
- A clear and interesting title. While keywords are important, don’t use weird phrasing just to have it as part of your post. Search engines are now semantic and that means using natural language is more important to algorithms and to visitors.
- Content that delivers on its promise. Visitors absolutely detest being sold on something and then finding another. When you trick your audience, it will be your site and business that suffers. You’ll see a higher bounce rate, lower time on site, no engagement, and no conversions.
- Subheadings for easy readability. The heading tags are important for SEO purposes, but even more so for readers. It allows visitors to get a sense of the post and it breaks it up into easily digestible sections.
- One outbound link and a few interlinks. Each post you publish should contain one outbound link to an authoritative site that endorses your overall point, just like in the blockquote above. Each blog article should also contain links to relevant posts on your own site.
- A bullet point or numbered list. Simply put, search engines love lists; what’s more, readers do too. It makes the content easy to understand and easy to scan, two indispensable components for any blog post to generate traffic.
In addition to these, include an image, make sure to size it correctly, and share each post on social media. When you decide on the frequency, be certain that you can stick to the schedule because consistency is a key element of a good business blog. If you do these things, your posts will be read to the end.
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