What's the answer? Well, it depends.
Post more frequently, and you’ll surface more readily in search results. You’ll build a body of online content that attracts more traffic. You’ll have more opportunities to engage with and respond to customers and prospects.
Nonetheless, a recent study found 33% of B2B blogs publish fresh content only once a month, if that. At the end of a year, these companies have created 12 articles or fewer.
Increasing your publishing schedule to create more content in a shorter timeframe can produce a significant return on investment. It’s unlikely, however, that you’ll suddenly find the time and inspiration to start posting daily if in the past you’ve been lucky to post just once a month.
Start small and make it manageable. Try the “times 2” (x2) approach. Here’s how it works. If you now publish:
1 post per month, aim for 2 (every other week) = 24/yearThe payoffs, in terms of building critical mass, are clear, and the value of your blog, like interest on a savings account, will compound over time. Every extra deposit you make adds to the compounding effect and helps build your brand.
2 posts per month, aim for 4 (every week) = 48/year
4 posts per month, aim for 8 (twice per week) = 96/year
8 posts per month, aim for 16 (every other day) = 192/year
16 posts per month, aim for 30 (every day or so) = 360/year
Like anything else that requires discipline, thought and time, B2B blogs can be demanding. Generate a plan. Find the frequency that works for you. Make a schedule and stick to it.
Why? Because what gets defined and measured gets done.
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