The Importance of Publishing

The Importance of Publishing

Most people understand the reason to be always publishing on social media.  If you don’t, you run the risk of being left behind.  A Facebook page may have 3000 likes, but if you haven’t posted in a week, a month, a year, your chances of being seen can diminish greatly.  A dormant page on a social media profile can take your views on postings from 40% to 1%, to nothing.  Since I started consulting in 2009, I’ve always cautioned my clients to make the commitment to post, post often, respond, engage and know that as long as you have a business and social media exists, you will need to continue posting, responding and engaging.

But what about a blog?  Is it important to keep publishing new blogs?

This depends on what you are trying to achieve.  Do you want sheer number of visitors to your website or blog?  Do you want your blog to sell seminars, training materials, etc?  Do you want to sell a product or service?  Or are you trying to become an authority on a subject.  Maybe there’s more than one answer for you.

There have been a lot of studies about blogging and the output you need to do.  And the number might surprise you.  The most quoted research is done by jHubSpot.

You need to blog daily or at least 3x a week. Optimal would be over 16 blogs a month.

Yep, that’s what the research shows.  The most prolific blogs are also the most visited.  What’s interesting too, is that the more content you are publishing the less visitors you get per post, but the more over all visitors you get to your site.

It’s daunting.

It’s also not a hard and fast rule.   The research that says to blog that often, measured large sites.   Mashable comes to mind.  Business Insider.  Etc.  These are big sites who have revenue goals to reach from advertising.

Go back to those questions.  What do you want your blog to achieve?  If you want ad sales on your site, if you sell a product to consumers, if you have a competitive large industry, then you should be following this rule.

But if you want to be seen as an expert, you can walk the line between fresh content and quality content.

Remember, the sites that have more blogs have less eyeballs per blog.  There are blogs that break the mold that are publishing a blog once a week, or  heaven forbid,  only once a month.  What is their secret?  QUALITY.

Let’s go back for a minute to how blogs help a business.

  1. It helps you rise in the search engines / Google
  2. It shows you know your stuff.
  3. If you sell a finite number of products it provides a way to have something new on your website.

blog letters with green grass

Google wants FRESH content.  The more the better.  People want GOOD content.  The easier to read the better.

The number one rule, “Content is King” still applies.  Good content, relevant, important, insightful, helpful content will bring in numbers and bringing in numbers makes Google happy.

So if you aren’t prepared to blog 16x or more a month, know that you can blog 1-3 times a month and still have great success.  Because in the end, Google is a search engine.  And blogs are read by people.

In my research, I’ve also found that you can go back to an older blog and update it.  That will give the blog a boost in Google, but only for a short period of time.  It’s not something you should do instead of a new blog.  However, if you know a certain blog is popular, revisiting it might be a good thing.

Almost everyone agrees though, that if you aren’t blogging at least once a month, you might as well not be blogging at all.

Want more details on the blogging frequency research?   click here

Learn more:  Content Marketing

I hope you have found this information useful, and if so, I hope you will share it with your peers.

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