Some clients feel that they should be posting daily, others weekly; some even think that 1 or 2 posts per month is where they aim to be. So what do we generally tell our clients in terms of guidance?
The answer is not a straight-forward one. There is no such thing as a target figure (although some digital marketers might say the idea is to blog as often as possible) and it really is totally dependent on your business, your market and what you are trying to achieve. So, no magic number to be revealed here, but we do have a few tips which we hope might make the decision just that little bit easier: –
- Set your blogging objectives early and try to keep to them
We’re not suggesting you have to post at exactly the same time on exactly the same day every week but there are few things more frustrating than looking at a company’s blog page which had weekly posts for the first 6 months but was then last updated in 2016. Initial impressions – the ones that count – are that the company is no longer active, or indeed is closed for business.
- Don’t over-post simply to get something out there
A meaningless post will be spotted immediately. We’ve all read things from companies or individuals which leave us a bit perplexed as to what the aim might have been. If it’s pointless then it’s potentially damaging, so hold off rather than post for the sake of simply showing activity. Wait until you have something meaningful or interesting to say, your audience will forgive a ‘lull’ more readily than they will forgive you for a meaningless post.
- Vary your content
It’s great to hear about what’s going on at HQ but stick to what might actually be of interest to the audience. Your lunch choice may have been an inspired one but, other than the sandwich shop owner who gets a mention, no-one is particularly interested. It’s also worth noting that a constant stream of internal news suggests that you are oblivious of anything going on outside of your own bubble and that’s not good for building strong relationships. Add some opinion pieces or comment on more general happenings to dilute down the focus on your own itinerary.
- Don’t try to tackle too much in one post
If you really want to provoke some thought from your audience, don’t try to cover too many topics in one post. If you are talking about related issues that’s fine (subjects like Brexit for example generally go off at all sorts of tangents) but try as much as possible to stick to one point per post. It is better to delay a second subject to your next blog than squeeze it in with something else. Readers are generally turned off by anything over 1000 words and in our opinion 500-600 words is probably the optimum length to keep your audience engaged.
Blogs are a fantastic opportunity to create original content and to position yourself as you want to be seen but before you hit the send button have a quick check to make sure the story you are telling is one which does you justice. Of course, for those who have a severe aversion to writing or struggle to find the time, there are a great bunch of people out there (including RDZ of course!) who can take your brief and blog on your behalf – there’s no shame in it!