Image of child counting on fingers to represent the concept of how often companies should post blog posts.A lot of digital marketing agencies out there are content mills. This means they write many articles for you as inexpensively as possible.

You might think they’re doing your business a service since blogging boosts website exposure. The agency might even tell you that pumping out a bunch of posts with the right keywords is all it takes.

Does this theory work in real life? Let’s find out. Then, we’ll expose the successful hyper-secret formula for ideal posting frequency. Ready?

Do you read the posts?  

When you read articles written for your website, they probably generate up to three different reactions:

  1. Blah. Oh well, at least my site has a blog.
  2. Not bad. It’ll do.
  3. Awesome!

Now imagine your readers. Do you want them thinking 1 or 2 about your brand? Or do you prefer them to consider your brand to be awesome? We thought so.

When Less is More

If you had to choose between one awesome post a month and 10 blah posts a month, what would you choose? Always choose a nugget of awesomeness over a bunch of blah. The Internet is overpopulated with fluff and filler. Some say that only the top 1% (or less) in quality will survive.

“The Internet is overpopulated with fluff and filler. Some say that only the top 1% (or less) in quality will survive.”

When someone bumps into your brand, you want them to think, “This is a great article.” In their subconscious brain this translates into, “This is a great company. I trust them.”

Keywords Don’t Win Customers

While keywords are important they don’t win business on their own. Let’s say you stuff an article with keywords, and it manages to get a few clicks. If the visitor begins to read your post, and it’s of poor quality, they will bounce away fast. And there is definitely a relationship between bounce rate and rankings.

“The Google search engine’s goal is to feature the most relevant and well written content. That should be your goal as well.”

Now while Google claims that bounce rate is not a part of their core search algorithm, a site that gets visitors to read and enjoy will be rewarded. There are several key performance indicators (KPIs) that you night consider tracking in order to measure customer engagement. Reading a fluff piece jammed with keywords isn’t enjoyable.

Be careful. Google penalizes sites that overdo it with keyword density. Even using keywords in an awkward or forced manner may hurt your SEO. The Google search engine’s goal is to feature the most relevant and well written content. That should be your goal as well.

So how often should I post a blog?

Now here it is, the secret formula:

You should publish a blog post as often as you have something valuable to say. That’s it.

“Some brands have tons of value to offer every day. Others not so often, but when they speak, it counts.”

Some brands have tons of value to offer every day. Others not so often, but when they speak, it counts.

Sure, it’s best to get something posted at least 1-2 times per week. Still, if you just slap it up there to get the job done, you miss the point. Instead, be diligent about discovering something important to share. Then broadcast the great things your brand has to say.

Need help creating engaging blog posts on a regular basis? Our writing team can help. Contact us today!