People often ask us how often they should write news or blog posts for their site. We normally answer that the frequency depends on a number of factors.
People often ask us how often they should write news or blog posts for their site. We normally answer that the frequency depends on a number of factors, not least how much time they have available and how many things they can write about.
Here are some other factors to take into consideration when planning a strategy for writing posts:
How long is your sales cycle?
If it is very short and people can easily change supplier it makes sense to post regularly, probably weekly. Customers will see you as a vibrant, active company with lots of interesting things to say and will be less likely to change supplier when a competitor comes calling.
When are people thinking about buying?
For some businesses certain times of the year are busier and for most the summer is quieter. Therefore it makes sense to focus your output on the busy periods when people are considering who to use and backing it up with emails etc to let customers and potential customers know about what you have written.
What are you objectives?
Most companies want their website to generate interest and enquiries for their products and services. A big part of this is ranking well in search results and writing regular articles will help with that. For bigger purchases customers will often visit your site several times between the first time they hear about you and when they make a decision to go ahead so regularly publishing new content will show then you are an active business.
Don’t over commit
Too many people start out writing posts weekly and put in print that they will continue to do so but after a couple of months they run out of things to say and the enthusiasm to do it. A lot of websites we look at have a few articles dated 2 or 3 years ago and nothing since. They just give the impression that the business is in trouble or is no longer trading. Better to decide to produce something every 2 months and if after a year you decide to increase it to every 1 month you know it is manageable.