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How Often Should Your Brand Publish New Content?

Thursday - September 5th, 2013

Written by: Chad Vossen

How Often Should Your Brand Publish New Content?

So you want to grow your business through content marketing. After all, it makes sense to take advantage of the SEO benefits and organic traffic that original content will provide. But how often should your brand publish posts for maximum effect? Will posting more frequently expedite the results? Or will it turn existing customers and readers away?

Discovering optimal blogging frequency is actually more difficult than it may sound. Because there are different factors and considerations behind each brand, there is no one-size-fits-all solution. Surprised? You shouldn’t be. Think of it this way: a small, local business doesn’t have the need – or the readership – to publish lengthy content on a daily basis, whereas a regional corporation might.

Still the theories behind blog posting frequency almost always encourage business owners to post more than they’re currently doing. Let’s look at the benefits:

  • New visitors. Posting high quality content on a frequent basis gives new visitors a good reason to return to your website – and soon. Because new content gives the search engines a reason to continuously crawl your site (they’re indexing more quickly than ever!), it gives more entry points for new web traffic.
  • Repeat visitors. If your new visitors or existing consumers see that you continue releasing new content, then you’re giving those people a reason to subscribe to your blog, add it to your RSS feed, or visit more frequently. Over time, this will increase traffic each time you publish a new post.
  • SEO improvement. Aside from creating more entry points to your website, increased content can strengthen your existing webpages, especially if you link into product pages, services pages, or any other area of your site that you want to promote.

So exactly how often should your business publish blog posts?

Don’t get us wrong – there isn’t an easy answer to determining exactly how often your brand should publish new content. Like we said, there are many considerations that can complicate the process, especially when you think about your industry and the size of your business. Fortunately, here are a few things we can observe to determine your optimal frequency:

  • Observe your competitors. By looking at how often your competitors post content, you’ll get an idea of what’s normal for your industry. Plus, it’ll give you an opportunity to get ahead of the publishing curve, not behind it. But remember to look at your competitors on both a local and national basis. This way, you can determine the standard practice in your industry.
  • Is there improvement from daily posting? If you can afford the budget, consider testing a few weeks of increased posting. Are you seeing the indirect SEO benefits that define new content and increased social media mentions? Furthermore, are you seeing the improvement that natural inbound links are providing?

Regardless, no matter the size of your business or industry, you’ll want to publish a new blog post at least one time per week. This is the minimum for any business. The above considerations will help you determine whether you should post more frequently, but weekly publishing is needed to gain any tangible benefit. From there, you can increase your postings to 2-3, 3-4, or 4-5 times per week.

Furthermore, try to be as consistent as possible, publishing on the same days and focusing on high quality content that provides incredible value for your consumers and visitors alike!

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