- November 15, 2017
- Posted by: Cindy Scott
- Category: content marketing, Healthcare Marketing Strategy, Social Media in Healthcare, Uncategorized, Web Writing
We recently discussed the debate around blog post length, but there’s another hotly contested blog topic out there: frequency.
In general, brands seem to be upping their posting frequency, while individual bloggers are not, Orbit says.
The survey, which tapped more than 1,300 bloggers, showed a rise in bloggers posting several times a month (compared to previous survey years). Meanwhile, the number of bloggers posting a few times a week dropped.
However, Orbit points out that the drop in posting frequency doesn’t necessarily translate to better results. In fact, the survey showed that bloggers who posted more often reported “strong results,” compared to those bloggers who only post weekly, monthly, or a few times a month.
Worried that you’re not posting enough? Don’t get discouraged. The survey makes a good point about which bloggers are seeing success with high-frequency publishing:
“Bloggers who publish frequently are often good at all the related work, such as promoting content and measuring results. These people are dedicated. Who would maintain that kind of output without getting great results?”
Similar to a blog post’s word count, there isn’t a magic number for how often you should post to your blog. Instead, keep these ideas in mind:
Remember your blog content goals
Survey results aside, your blog’s posting frequency should be dictated by your overall content strategy and goals. In the end, what is it you want your blog posts to do? Build reputation? Increase patient referrals? Boost email subscriptions?
The team at Moz uses the example of their Whiteboard Friday series. To build subscribers and brand association, it may make sense for you to post weekly or more than once a week. But, as Moz points out, you may reach your goals with posts that go out daily, monthly, or a few times a month.
Test and experiment
You should already know how important it is to measure your content’s performance, but this information can also help you find your publishing frequency sweet spot.
Don’t be afraid to experiment with different posting frequencies. Track the statistics that matter most for your content goals and find out which publishing schedule is bringing in the readership, subscribers, or referrals you’re looking for.
Quality vs. quantity
Although the numbers seem to show that blog post quantity outweighs quality, it’s not necessarily one or the other that’s going to make your blog successful. It’s more of a balancing act between the two.
Keep in mind that informative, valuable content is more likely to be shared by your readers. More shares can lead to more views of the post. More views + more social shares = better search rankings.
Also, are high-frequency, low-quality posts more likely to bring in patient referrals or email subscribers? Probably not. Spending more time on fewer posts may pay off in the end.
Keep it consistent
Another key takeaway from Orbit’s study is that most of the bloggers surveyed (roughly 85 percent) are posting on a regular schedule. If you want to build readership or a subscriber base, consistency matters.
A regular posting schedule can also help you measure and track success. If you’re trying to find the right posting frequency, your publishing schedule needs to be consistent.
Not sure where to begin? Don’t forget your trusty editorial calendar. It’s a key player in keeping your blog on track with content, scheduling, and consistency.
What do you think? How do you approach blog posting schedules? Is there an ideal frequency that works for you? Share your ideas with us in the comments section below or shoot us an email.