A question asked by many SMEs is how often should a successful small business publish blog posts?
The answer is….no more than once a day, and no less than twice per week. In order to stick to this standard, it is important to make weekly posts a priority. When they slip, you lose readership and weaken sales.
So, by now you are probably wondering, why does twice a week work? Here is the explanation:
The Relationship Advantage
Think of your blog as a courtesy phone call to your most profitable customers. Your blog post strengthens your relationship by keeping you top of mind. Your weekly post also establishes a rhythm to your relationship. Every week your customers know that you’ll be checking in with them with helpful information and updates.
The Content Advantage
Learning how to create useful content on a weekly basis is a profitable skill. Thinking through how your business can add value to your customer’s life a few times every week will give you a powerful competitive advantage. Imagine how difficult it would be for a competitor to win away a customer that had received over 104 friendly, helpful, and insightful blog post updates from you last year–each one of these blog posts widens the gap around your customer creating a powerful competitive advantage.
The Sharing Advantage
It’s interesting to note that the top football scorers take the most shots–this observation holds true for frequent bloggers. They seem to register more “100+ retweet” posts and get mentioned by influencers more often than other bloggers. Frequent publishing also refines their writing skills steadily increasing the quality of their posts and further increasing their chances of getting noticed.
So, if more is better, why does posting more than once a day not make sense? The reason behind this is that although people want to hear from you and see what you have to say—they don’t want their inboxes inundated with your blog post updates that frequently. Doing this may have the reverse effect and cause your readers to become annoyed and to lose interest in what you have to say.