If you are ‘blogging for profit’ ie making money from your blog itself, then clearly the more blog posts the better and the more frequently you post the better.
If however you are blogging as a way of showcasing your business or your business experience/expertise, then how often you should post a blog will be a function of how often you need or want to be in front of your audience.
At NewsBusiness we have found that the more often you email your list, the lower the ‘open rate’ – ie more people open an occasional email than open a weekly email. You also have to be careful that your communications – whether blog posts or email newsletter items – do not suffer in terms of quality because you feel you ‘have to’ put something out.
The other part of the discussion concerns the profile of your blog on the web, as Google and other search engines favour more frequent output over occasional output. Also if you want to build a body of work on the web – and Google again favours more over less (how discerning it is about quality is a moot point) – clearly the more frequently you post, the quicker you’ll have more content on your blog.
Bloggers who have moved from monthly to weekly to daily posts have invariably reported a sizeable increase in their readership from the web alone, but this can put a strain on your ability to do this if you need to do other (sometimes referred to as ?real?) work as well!
If you have decided to embrace a newsletter or blog approach to engaging your customers, prospects (and other interested parties) – which of course we wholeheartedly endorse – we strongly recommend you post or send something at least monthly.
When you are comfortable with monthly, look to move to fortnightly before making the leap to weekly. Remember that each post does not have to be a full length feature article, it can be a tip or topical observation, so writing workload does not necessarily have to increase.
And at the same time monitor open rates, subscriber rates and click through rates to test and measure the correct interval for you and your business.
*this applies to email newsletters as well – in our opinion it’s all content!
NewsBusiness helps you find the news in your business and offers a complete creative and technology service to make sure you get your monthly (or more frequent) communications out on time every time. It’s a lot better than a generic newsletter service – it’s your news and your expertise. It’s just that we write it – so you don’t have to.
David on Google+