Are you a blogger? And are you having a hard time running and feeding it?

Well, you are not alone. This is something that every blog comes across for better or worse. 

Managing a blog is tough!

Creativity takes inspiration!

hubspot blog post traffic

It takes relentless planning to choose the topics related to your niche company blog, writing content, making your content SEO friendly and then posting it to the right audience at the right time.  Timing is important, so is the frequency of your posts. 

Interestingly, while you see countless data on blogging and content writing, seldom would you come across a guide on the very critical question of content marketing ‘how often should you post’? 

One of the biggest blogs in the world, Huffington Post, got its start by publishing one blog post every 58 seconds. That’s about 1,600 to 2,000 articles per day. And this is a stat from 2013. As of today, you can expect at least a couple hundred more per day.

It’s like the elephant in the room, everyone sees it, but nobody wants to talk about it. 

If you, too, are a victim of uncertainty about blog posting frequency, I have good news. You are at the right place! 

This article will address the question ‘How often should you blog’ with stats and suggestions that will help you make a posting schedule that works for your company blog. 

So, grab a coffee and read through this article. 

Why Is It Important To Schedule Posts On Your Company Blog?

scheduling blog posts

Keeping a schedule of posts for your company blog is essential for two main reasons; to get the organic traffic and to increase your brand awareness.

You can use a WordPress plugin to help you stay organized.

How Does A Blog Generate Organic Traffic?

ahrefs blog traffic

Blogging is essential to SEO if you want to increase the organic traffic on your blog. But, if you’re already posting useful content, then it might be wise to update the existing content instead of posting new. 

Besides, blog post-traffic is compounding, which implies that organic traffic would come with time. That is why it’s vital to update existing posts. It will get you more reads, more exposure, and perhaps more followers.

Brand Awareness

blogging for brand awareness

Every blog post on your company blog has the potential to improve your brand’s recognition besides optimizing your website because google scans every web page for SEO. Quality content with the right keywords is all it takes. 

For example, if you’re in the makeup industry and publish high-quality articles about how to apply eyeliner or mascara, you’ve got the potential to be included in the Google search results for makeup items mentioned as keywords in your Company blogs like eyeliner and mascara.

Blog Post Frequency 

The frequency with which you should post your company blog depends upon one key factor; What is it that you want to achieve with your blog? 

Let’s dive a little deeper into it. 

  • If the Aim is to Get Organic Traffic
  • If your main goal is to bring traffic and raise the number of clicks to your website – you should post more often. 

How Often? 

Well, as often as it doesn’t compromise the quality of content. 

This can be difficult for small blogs with even smaller teams. However, the disadvantage can be offset by proactive planning. For instance, for a product launch next month, prepare your content now. 

Start with:

  • Interesting blog post ideas
  • Keyword research
  • Make a topic outline 
  • Schedule your content publication. 

This will save you the last-minute chaos. 

Below is a viable posting schedule for blogs that are mainly focussed on increasing traffic. You must keep in mind that it is just a guideline and not a magical recipe to achieve your company blog goals. 

Small Blogs: Small blogs should post 3 to 4 new posts a week. If planned properly, the volume of blogs that you generate may surprise you. With smaller blogs focused on organic traffic, a soft target of three to four posts a week is recommended because blogging should be a priority if boosting traffic is the target.

Bigger Blogs: Bigger blogs should aim at 4 to 5 posts a week, including new posts and updates of old ones. While the bigger blogs with a few team members may easily generate the content volume, they should remain wary of getting burnt out and/or overfeeding the search engine results. 4 – 5 posts a week ensures optimal time for new posts to gain traffic and old posts to get a booster. 

If the Aim is to Increase Brand Awareness

average time spent writing a blog post
Average time spent writing blog posts.

When your aim is brand awareness, the key is to focus on diversity, not the quantity of the content. Configure your content in a way that highlights and defines your brand. Develop the content of your company blog in a way that builds your brand’s recognition by addressing the diverse requirements of your target audience.         

Since your emphasis will be on building a voice for your business, you don’t need to publish these posts as often as a traffic-building goal would require. Instead, smaller companies can attempt to do them once a week or so.

Below is a viable posting schedule for blogs which are focussed on increasing traffic. 

Small Blogs: Since brand awareness content is more targeted, the frequency of blog posts isn’t as high. 1 – 2 posts a week is the recommended frequency for smaller blogs. While these posts might not perform as well as traffic focussed posts, they provide your company blog with a voice and holistic medium.

Bigger Blogs:  3 to 4 posts a week, including new and updates of old ones. It is easier to increase the frequency of brand awareness posts in blogs with more resources since large blogs have a decent organic traffic already. But there is much more room to concentrate on content that strengthens the reputation of a product and stands tall amongst competitors.

Note: No matter the goal, updating the posts with new information is an excellent way to build SEO. 

In Conclusion

Starting a blog and making it successful is a science as well as art. You have to strike a delicate balance between the: 

  • quality
  • quantity
  • diversity
  • frequency 

of the content that you post on your company blogs. While paying attention to these four parameters, you can be flexible in how you run your blog as long as you stick to your marketing goals.