You should be posting to your business blog regularly.
But how often is that?
Every business is different, of course.
And every business blog has it’s own unique purpose.
So there’s no exact answer as to how many times you should publish your blog posts within any given time frame.
Yet, there is still a perfect posting frequency for your business blog.
In this article, I’ll show you what it is.
The purpose of posting to your business blog
Why do you publish articles to your business blog?
You had to have made a decision that it would help your business in some way.
So you started a blog, right?
After all, your team, company or partners agreed it would be good to start a business blog.
Let’s talk about why this was a smart choice for you.
These are the most common reasons that people decide to start posting to a business blog.
Grow an email list
Businesses need customers.
That’s the whole point to being in business.
Let’s say you run a shoe store, for example.
You could just put an “open” sign at your front door each day and then wait for people to walk in.
But when people walk in, do they instantly become your “customer?”
Or are they just passing by?
Some business owners may think that a person has to make a purchase to become a customer.
But others may understand that anyone showing “interest” in your business is a prospective customer.
Even if they do not make a purchase the first time they walk through your door.
To build your business, whether it’s a shoe store, an ecommerce site or whatever, you need to keep a list of prospects.
Not just customers.
But potential customers as well.
And the place to keep your database of both prospects and customers is your email list.
So one of the main reasons for posting to your business blog is to try to get people onto your email list.
That way, whether or not your blog post converts a reader into a customer, it will hopefully convert that reader into an email subscriber.
Build credibility and trust
Another key purpose for posting to your business blog is to build the authority and expertise of your blog.
And that, in turn will build the trust and credibility of your business.
Using the shoe store example again, you would want to publish blog posts that show off your authority and expertise in shoes.
So you might have a blog post about the best time of the day to measure your foot size, since it changes from morning, to afternoon, to night.
That will help you pick the right shoe size.
Now, an article like this shows you “know your business.”
It shows you have some expertise when it comes to shoes.
When you publish these kinds of articles consistently to your business blog, it will help people trust both you and your business.
Many business blogs solicit direct action.
This could be an action like buying something.
Or it could simply be an action like making an inquiry.
Maybe you want your reader to call your business for an appointment.
Or request a free quote.
In this case, posting to your business blog is a good way to get new business, or entice people to pick up the phone, send an email, or enter into a chat.
This is a great way to get people to engage with you on some level.
And consequently, it helps you build your business.
What is the nature of your business blog?
The posting frequency for your business blog will depend to a large degree on the nature of your blog.
Do you post content that is trendy?
By trendy, I mean content that changes all the time.
Or is the vast majority of your content evergreen?
You see, business blogs that feature trendy content, need to be posting much more frequently than those that post mostly evergreen content.
Evergreen business blogs
So, posting to your business blog about dentistry would probably have mostly evergreen content.
You might have articles about how to prevent tooth decay, or strategies for replacing missing teeth.
Perhaps you have an article about dental implants, and another one about root canals.
You see, these are all primarily evergreen blogs.
The information wouldn’t change drastically from month to month or even year to year.
Sure, there would always be new developments, and you will probably be posting about those on your dental business blog as they occur.
But for the most part, your content would be on topics that don’t change a lot over time, at least in the short term.
The same might apply to a business blog about your air conditioning company, physical fitness gym or many other similar topics.
Trendy business blogs
On the other hand, you might be posting to a very trendy business blog.
If your business is selling cars, for example, things change all the time.
You might want to let people know about the newest features and, of course, prices of new car models.
Or you could be posting about the changing environmental laws, and how they effect the cars your dealership is offering.
You would want to post articles about the latest safety and performance tests that distinguish one car maker from another.
I would consider this sort of business blog to be mostly trendy.
Other trendy blogs would probably be published by advertising firms, employment agencies, and the like.
Even business blogs like those for restaurants, hotels and so many others keep posting current information in order to feature daily or weekly specials that they are offering.
Content for trendy blogs change day to day, or even week to week.
So a great deal of new content must be posted quite regularly to keep up with it all.
Perfect posting frequency for your business blog
Defining the overall purpose of your business blog will help determine your perfect posting frequency schedule.
And undertanding the nature of the content you publish is also a big part of figuring out how often to post.
Is your business blog trendy or evergreen?
We’ve already mentioned that trendy blogs require more frequent posting than evergreen.
In the final analysis, only you can determine how often you should be posting blog posts.
There is no one formula that fits for all business blogs.
You need to determine the purpose of your blog.
Understand exactly what you are trying to accomplish.
Then consider the type of content you ought to publish.
If it makes sense to be posting to your business blog every day, then that’s your blog’s perfect posting frequency.
But if your business would be better served with a slow, periodic drip of evergreen articles, then maybe your perfect posting frequency is once a week, once a month or even less.
Now, I’d like to hear from you.
What do you think is the perfect posting frequency for your business blog?
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