Without question, blogging provides an effective way to market your business, be a valuable resource and build your personal brand online. And most folks know that, generally, the more frequently you blog, the higher your traffic. But does that mean you should follow the advice of many to create a new post every single day?
Focusing only on traffic numbers, instead of the concentrating on sharing content and building relationships will send you down the path to burnout. Here at WebWorkerDaily, we have multiple writers contributing to help keep the content fresh. But for one-person blogs, blogging daily works for some and not for others.
If I had been blogging daily since the day I wrote my first blog entry back in 2000, I would have quit long ago. I know this because I’ve been burned out by blogging many times — and I’ve never blogged more than a few times a week.
It’s natural for bloggers to want many people to stop by, read and comment. There’s nothing wrong with that. But there is something wrong with pressuring yourself to churn out content daily like a machine for the sake of traffic when blogging is just one of many things you do. If you do that, you’ll sacrifice quality and your mental state.
So how do you decide how often to blog ? What’s the magic formula? There’s no definitive approach to figuring this out. Instead, take time to ponder these questions to help you find what will work for your blog.
- Review your business goals. Increasing blog readership is a worthy goal, but how does the blog support your business’ goals? If your web site itself is the income generator, then you’ll need frequent fresh content. If the blog is for promoting you as an expert in your field, which in turns supports your consulting business, then you probably don’t need to blog daily.
- Know your audience. What jobs do your readers have? How much of their time do they have for reading blogs? How active are they on blogs and social media? What industry do your readers come from? Are they reading during the workday or after hours?
- Identify your contributors. Is your publication a a one-person blog or a group blog? Group blogs cut the chances of burnout.
- Look at the length of your posts. Some people with large followings write 1,000+ word posts; these people tend to publish less often. Readers may better tolerate daily posts when they’re shorter: 200-400 words. Some bloggers mix it up with longer posts on a weekly basis, with shorter posts filling in the other days.
- Check web site stats. After adjusting your blogging frequency, check to see if the stats have changed. Remember that while a change could be associated just with the frequency or posting, it could also be because the content quality or level of blog promotion changed.
If social media teaches us one thing, it’s this: There are no rules. This doesn’t mean all those “golden rules” and “commandments” are off the mark; these give folks an idea of what works. But blogging endlessly blinded to your goals gets you nowhere. Stay on the path and steer clear of burnout by knowing your goals and audience.
What other factors help you decide how often to blog?