First, let me get something out of the way… I have not posted a new blog post in quite some time. Guilty as charged. Go ahead and say your worst.
Okay, now that we’ve cleared the air, I feel much better. Don’t you? Let’s move on.
When considering the next topic I wanted to write about, I decided to ignore my content calendar this time around (Shock! Horror!). I’m being a little bit cheeky in tackling the subject of blog posting frequency when I, myself, have been a terribly negligent blog owner for the last few months. But I also thought this was a perfectly appropriate time to share a piece of reality with you…
The world continued turning when I was not posting, and my business continued humming along! In fact, I had some of my richest professional months to date, and some of my most fulfilling personal months during this time. I made a conscious decision to send my blog on a lovely, relaxing vacation so I could focus on items that needed my attention more. And now here I am, refreshed and ready to get back to it!
Why am I sharing this? It’s simple… I want to remind you that all of us, from founders of itty-bitty start-ups to CEOs of Fortune 500 companies, are real humans. Sometimes business matters or real life happenings are going to force you to choose between consistent blog and/or PR activity and “other things.” And it’s okay to let “other things” take precedence sometimes.
This is not to downplay the importance of being consistent with your blogging and PR efforts… all this definitely does matter, for some companies more than others. But it’s not the be-all, end-all and it certainly doesn’t have to be approached with an all-or-nothing mindset.
So in the interest of giving you advice you can actually use, here are some rules of thumb I have about blogging.
1. If you’re just getting started, aim to post once per month. I recommend this in my book, and it works really well for companies that are blogging newbies. You want to dip your toe into the world of content creation, but know your schedule won’t allow you to commit to a full-throttle blogging schedule. You won’t get all the search benefits of posting with great frequency, but posting one high-quality blog each month will make your blog appear active and start positioning it as a resource to existing customers and prospects.
2. When you’re in a comfortable rhythm, go for twice per month. Then once per week. If you start finding yourself itching to write more, or find that customers could really use some additional information, go ahead and decide to post every other week. Then if you can maintain this and find there’s a reason for you to increase the volume, go to once per week. If you still want to write more from that point, it’s your call.
3. There’s no need for you to post more than once per day right now. Sometimes business folks get really excited about starting something new and want to go all-out, crazy gung-ho right away. Truly, if you have a deep desire to write a blog post every business day (and think it’s something that will help you achieve some of your business goals), go for it! But any more than this is totally unnecessary in my opinion. Once-a-day posting is a very tough pace to sustain. I always suggest building up a storehouse of content you can release steadily via one post per week for the long-term, rather than giving all the goods away in a mad sprint… after all, what usually happens in the latter scenario is you end up burning out and going silent for a very, very long time.
4. Quality (still) wins over quantity. Every time. Always. As you start writing more, consider sharing the responsibility (ahem, honor!) with other team members. You want your writing to be fresh and include actionable tips and interesting tidbits that can help someone in some way. If you’re so stressed out about churning out blog posts that you’re already thinking about the next topic while you’re writing the current one, slow down.
Remember why you’re writing and refocus back to that. Is it to offer tutorials to customers? Work on being as detailed as possible, instead of rushing to get it done. Is your goal to preemptively answer questions that prospects commonly have? Take a step back, and think of it like storytelling. Take your time to gather and then share past customers’ similar experiences (with their permission) in order to provide something relatable.
Bottom line: Don’t get caught up in an endless need to “get it done.” Stop. Breathe. And make it an enjoyable ride, for both your audience AND you.