How Often Should Your Small Business Blog Publish?

It’s easy (and safe) to give you a vague answer to this question.

Some would say that my…um…”powerful” recommendation would cause level-headed business owners to chisel my opinion into stone.  Small businesses across the world would cite my recommendation as the foundation for their blogging strategies.

Yea – right.

I know you are smarter than that.  Let’s agree that you’ll apply my advice if it makes sense for your business.   In exchange, I will give you a specific unambiguous answer.

Deal?

Successful Small Business Blogs Post At Least….

Once a week.

By now, I’ve reviewed, consulted, and built many successful business blogs and without fail they all publish a blog every single week.  They make their weekly post a priority.  When they slip, they lose readership and weaken their sales.

Why Once a Week Works…

The Relationship Advantage
Think of your blog as a courtesy phone call to your most profitable customers.

Your blog post strengthens your relationship by keeping you top of mind.  Your weekly post also establishes a rhythm to your relationship.  Every week your customers know that you’ll be checking in with them with an helpful information and updates.

The Content Advantage
Learning how to create useful content on a weekly basis is a profitable skill.  Thinking through how your business can add value to your customer’s life every week will give you a powerful competitive advantage.

Imagine if you had hard it would be for a competitor to win away a customer that had received 52 friendly, helpful, and insightful blog from you last year?  These blog posts would:

  • Set the buying criteria for evaluating your products or services
  • Establish your authority and credibility
  • Demonstrate why quality and responsive customer service is more important than bargain-basement pricing
  • Address objections before your sales team knocks on their door

Each one of these blog posts widens the moat around your customer creating a powerful competitive advantage.

The Search Engine Advantage

I’ve discovered the silver-bullet for getting more free search traffic to any blog.

It is -> Publish more often.  Why?

Google loves blogs that have fresh content.  Moving from a random, infrequent posting to a consistent weekly schedule will get more of your content indexed. Indexed content pulls in search engine visitors.

From Google’s standpoint, 52 pages of high-quality relevant content is a great sign that the blog takes care of their visitors. This makes sense when you think about your own habits.  Do you visit blogs that pump out great information every week or blogs that publish less frequently?

The Sharing Advantage

It’s interesting to note that the top NBA scorers take the most shots.  Famous home run hitters often lead the list of have the most strikeouts.

This observation holds true for frequent bloggers. They seem to register more “100+ retweet” posts and get mentioned by influencers more often than other bloggers.  Every blog post gives them another “at bat”.  Frequent publishing also refines their writing skills steadily increasing the quality of their posts further increasing their chances of getting noticed.

Does Posting Less Than Once A Week Ever Make Sense?

No.

How’s that for a straight answer?

Listen.  Look hard enough and you’ll find people who’ll argue that it’s perfectly ok to publish once a month.

They’ll say that writing a 20 page mini-novel is better than learning how to consistently pump out quality information.  They’ll point to their blog as an example of their brilliance.  Cool.  I’m willing to bet that they’re the exception to the rule and you’ll be better off forming the habit of publishing weekly.

What do you think?

About Stan

Stan Smith is the Managing Director of Pushing Social a content marketing consultancy for aggressive, results-focused organizations.

18 thoughts on “How Often Should Your Small Business Blog Publish?

  1. Maksudur Rahman Shuvo

    Swift Pay Systems

    we’re a credit card processing company that also does
    loans.

    OUR SERVICES: MERCHANT FUNDING,
    CREDIT CARD PROCESSING, POS SOLUTIONS, ATM MACHINES.

    Headquartered in Chicago, Illinois, Swift Pay Systems
    opened its doors in 2008 with ideas and procedures that would later
    revolutionize the payment industry.

    Get More info about us: http://swiftpaysystems.com/

  2. Kamal

    That’s true.. indeed.. posting at least once in a week is ‘necessary’ before expecting anything good from an official or promotional blog!

  3. Pingback: Trained Professional | Readymade Business 4 u Review Will reveal A real Review

  4. andreibuspro

    Your post keeps me thinking and I would agree with what you said. With the time focused on other aspects of the business,1 content per week should be enough to keep in touch with the customers.

  5. Susan Daniels

    I appreciate your ability to make tasks seem so straight forward. I’m one of those who tends to over-complicate. After reading this post, I realize I need to set a calendar item and stick to it. Right now, I will be starting a new blog post. You are a source of encouragement for me today. Warmly, Susan

  6. Pingback: Why Zombies Are A Copywriter's Best Friend | Vancouver Copywriting

  7. Pingback: How Often Should Your Small Business Blog Publish? - Pushing Social | Small Business - Social & Tech | Scoop.it

  8. charry

    For me, once a week is very practical especially for the beginners. At least they can have more time in producing high-quality content for their sites but they can also keep their readers updated through this without the audience waiting too long.

    But I found out that there is a site which can do this for you at ebusinesspress.net. Business owners can save more time because it can help their site to be more popular to the online users by writing press releases and articles and distribute them on different reputable websites.

  9. Robert (toushenne)

    I’m not in the daily post camp either, but I thought the “optimum” would be higher than this. I publish twice a week an have the feeling one more would be even better (if I look at traffic declining in between for example). But as you say, it’s merely the time that limits us…

  10. Stanford Post author

    Gr8 question Stacie,
    The only situation that calls for multiple posts per day would be for a news organization. CNN, Mashable, Techcrunch, and others need to keep their readers informed on fast developing and late breaking information. The can’t afford a leisurely once-a-day rhythm.

    Other types of blogs should tailor their posting schedule to their audience. I found that when I increased my schedule to once a day – I received my blog update unsubscriptions – a good sign that I was posting too frequently for my audience.

  11. Stanford Post author

    I knew some folks would be surprised that I’m not in the daily post camp. You are right – more posts are better if you can deliver quality. You also have to get a feel for your audience. I found that PS readers respond to 3-4 posts a week rather than a daily post. The schedule also gave me the time to recharge my creative batteries.

  12. Stanford Post author

    Kelvin, I spent about 6 months testing different publishing frequencies.
    The worst response/results came from monthly publishing. Daily publishing brought in more readers but seemed to “wear out” my audience since they felt guilty about need reading 5 posts a week.

    Lately I’ve settled into a 3-4 posts a week schedule. I am doing more guest posting which usually takes up one of my writing days.

  13. Katie McAleece

    Thank God you didn’t say once a day. I have read so many things citing “Once a day!” as the answer. For me, that is impossible.

    Once a week is much more practical- and you’re right, I keep going back (personally) to blogs with fresh content at least once a week. It’s enough to satisfy me and yet keep me hungry for more.

    Thanks for sharing!

  14. Matt Southern

    Absolutely, once a week at least! I write one new blog post a week for the company I work with. Readers and search engines alike seem to love it. I would never drop below once a week and I feel like I would get burnt out writing more often than that.

    And you’re right about blogs that are updated less than once a week. I barely even give them a second look.

  15. Kelvin

    Stan, you’re reading my thoughts! I’ve recently cut down to one post per week instead of 2:

    -the content is more focused with less unnecessary bits
    -I’m more excited to write because each post feels more important
    -it’s better to have one great post than two good ones

    Less than one post every week would drive me to the nut house.

    I’d be interested to hear, though, how you came about your posting frequency. Why does it make sense for PS readers? It works for me, that’s for sure, but I’m just one guy.

    Thanks Stan!

  16. Robert (toushenne)

    Only once a week? I’m a bit suprised, I thought it should be more than that. Although I do agree with your arguments why this strategy works, wouldn’t you also say more often is better?

  17. Stacey (FreshStitches)

    I agree! It’s hard for me to imagine producing useful content and staying in touch with my customers by blogging less than once a week!

    Do you think there’s a maximum that a small business should publish? Is there an amount that’s so frequent it’ll turn off customers? (assuming they’re content-rich, targeted posts and not just sales pitches)

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Estimated reading time: 4 minutes

Topics