by Susan Murphy
As a teacher and a consultant, I get asked a lot of questions. These days, it seems that the questions mostly revolve around developing online content. It makes sense…content marketing is a hot topic. Perhaps one of the questions I’m asked most often is, “how often should I blog?”.
Well, as with most things in the digital marketing world, there isn’t one right answer – it’s different for everyone. To help you decide what blogging schedule might work best for you, follow these tips.
What are your goals?
This is always the first place to start with any blogging practice. What do you hope to achieve with your blog? Do you want to generate more business leads? Nurture existing ones? Position yourself as a person with expertise in your field? Pure enjoyment of the writing practice? It could be one or more (or all) of these things. The important thing is, understand why you want to blog, and then you will be able to determine the priority in relation to other aspects of your work and life, and if necessary, draw upon other resources to help you meet those goals.
How much time do you have?
One of the biggest mistakes that new bloggers make is they miscalculate how much time it will take to come up with ideas, write posts, publish and promote them. So they start off by setting a daily blogging schedule, and it quickly falls apart because of the amount of time it actually takes to produce that much content. If you don’t have a large team of people contributing to your blog (either with ideas or actual posts) then you may want to consider a less aggressive publishing schedule. I recommend trying three times a week at first, and if that’s still too much for you, back it off to twice or even once a week. It’s more important to put out quality than quantity. If you can’t manage the quality with posting several times per week, then just put out one quality piece a week. Your audience will appreciate it.
Also figure out how much time you can devote to creating new posts every week. Remember to include time for research if necessary, and for brainstorming. I recommend estimating 1 hour per post, for a post of about 600 words. As you blog more, you’ll get faster and better at writing quickly. After 7 years of blogging, I can crank out about 900 words in around 20-25 minutes. But your mileage will vary (and that’s okay).
Ultimately, you need to figure out the balance between how much content you want to put out there and how much time you have to do it well.
How many people do you have?
Are you flying solo or do you have a team? This can greatly impact the amount of content you’re able to push out in any given week. If it’s just you, you’ll need to figure out what you can handle on your own (and still have time for your other work and a life). If you have a team of contributors, task each one with a certain number of posts per week or month and provide guidance on topics. When you’re dealing with multiple contributors, you can’t just automate it. You need to become the Assignment Editor, dealing with the overall schedule, editing and ensuring the goals of the blog are being met. So, while you may get a lot more content out the door if you have multiple people writing for you, you will still have plenty of work to do to manage things.
Ultimately, the question of how often you blog is dependent on a number of factors. But understanding your goals, figuring out how much time you have and what resources you have at your disposal can go a long way to figuring out the perfect frequency for you and your blog. You won’t really know though, until you actually start doing it. So what are you waiting for?
Want to know more? Register for our Intro to Blogging online seminar, the next one is July 18th!
Do you have a question for us? Drop us a line and let us know, and we’ll answer it here on the blog.