Many SEO questions have a pretty straight forward answer, there are right ways of doing things and there are wrong ways of doing things. How often should I blog is one of those questions that will generate a variety of answers and there isn’t a an absolute right or wrong answer.
There are a lot of statistics available on the subject and the consensus is that more often is better than less often. (how’s that for an ambiguous answer?)
When thinking about an editorial schedule or in other words what you’re going to write about and how often you plan on publishing content, there are a few key questions you’ll want to answer.
- Why do you want to have a blog?
- Who do you want to read your blog?
- What do you want to say? What’s your story?
- Is your competition blogging? If so, how often are your competitors updating their blog? (this isn’t the most important question but it’s good to know)
- How are you going to get people to read your blog? Are you already engaged in the social networks that your potential visitors use?
- How much time can you devote to writing posts?
- Do you have someone in your organization that can write? Do you have the budget to hire a professional writer if you don’t have an internal resource to write content for your blog?
If you’re starting a blog because someone told you to, you may not be doing it for the right reasons. If you’re doing it for SEO, that’s also the wrong reason. Yep, that’s right starting a blog for SEO isn’t the reason for blogging; it can have great SEO benefits, but not why you should start one.
The main focus for your blog should be to provide useful, relevant information that will help your visitors learn about your product or services and what you do can for them.
Numbers don’t lie; 56% of companies who blog monthly acquire a customer as a result of their efforts and 92% of businesses who publish content multiple times a day have generated a lead. One could say the more you post the better.
However, writing and publishing a blog post multiple times a day isn’t practical for most of us. It’s all I can do to keep up with three times a week. And it’s really not necessary for most people to publish content daily, let alone multiple times a day.
So how do you decide how often to add content to your blog?
There are a few things I like to take into consideration. The first and most important one being, how much time can you devote to blogging? There’s something even more important than the frequency of updates and that’s consistency. It can be more damaging than beneficial to start a blog and update it once in a blue moon than to not have a blog at all.
The second question is: do you already have traffic to your site? If you’re already driving traffic through PPC, email, and other marketing efforts, posting frequently is potentially less important than if you have a website that’s brand new and promoting blog posts and new content is a primary way to drive traffic.
The third, and the reason I mentioned that you should know how often your competitors are publishing new content is because that can be a good guide post. If they’re only publishing something once a month, you can probably get by with a weekly update. On the other hand if they’re publishing new content weekly, you may need to consider posting something new at least twice a week.
There’s much more to the equation and there’s no ‘one size fits all’ answer. It depends on what you hope to achieve and how willing you are to commit to it.
I don’t think there’s a ‘one size fits all’ answer, but if I were to give a general recommendation, I would say that you need to update your blog at least once a week and make sure you promote it through your social networks to get the most out of it.
Share your thoughts and experiences in the comments below– what works best for you and why.
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 Hubspot’s 2012 State of Inbound Marketing