To succeed in content marketing, it is crucial to maintain consistency in creating and publishing content. You have to publish content frequently, at least two to four times a week to maintain the steady flow of traffic to your website and increase conversions.
Publishing content regularly is also an important aspect of SEO as Google and other search engines consider the freshness of content as one of the ranking factors. Publishing content and updating the existing content signals to your viewers that you are a credible source of up-to-date information.
According to data from Hubspot, businesses that published over 16 blogs a month garnered 3.5 times more traffic than the ones that published less than four blogs a month. The data also indicates that businesses that published more than 16 blogs a month generated 4.5 times more leads in comparison to companies that published fewer than 4 blogs a month.
Most of the new business owners find it difficult to determine, how frequently they should publish content. Here are a few pointers to determine how often you should put out content for your business.
1. Define Your Content Marketing Goals
The first step is to define what are your content marketing goals. You should shortlist the goals you want to achieve through content marketing. Some examples can be to generate a certain amount of traffic, to get a certain number of leads every month, to increase subscriptions, improve SEO, etc.
2. Choose the Right Medium
Once, you have your goals set, the next step is to determine who are your target audience, and what are their interests, and content demands. This will help you choose the right media to publish your content. The frequency of posts also depends on the medium.
For example, if you rely on social media like Twitter, Facebook, etc. to generate traffic, you should post daily because social media prefers fresh content. On the other hand, if you rely on search engines for traffic, posting 2 to 4 blogs a week is a good idea.
3. Experiment and Gather Data
Experiment by publishing a different number of posts every week and within a few months, you can have the data to determine the right number of posts you should publish every month.
For example, start with publishing 1 post a week, then increase the number to 2, 3, or 4 posts a week. Analyze your traffic flow, lead generation and conversions metrics every week. Within 3 months, you can determine the optimum number of posts that you can publish.
Another problem faced by a majority of new business owners is the lack of consistency in creating and publishing content. Some of the reasons include lack of time to create content, procrastination, absence of new ideas to create content, and low confidence in writing.
What can I do to prevent myself from not putting out content for my business?
Tips to publish content regularly
Create a List of Topics
Content writers need topics to create posts. Maintaining a list of topics helps you to generate new ideas for content creation. These topics should be in line with your business and the interests of your target audience. For example, if you run a realty brokerage business, your topics should revolve around homes, interiors, decoration ideas, deals on new homes, etc.
Lookout For Trending Content
Always be on the lookout to identify new opportunities. Follow your competitors to get a grip on what they are publishing and how frequently they are doing it. You can also join forums and chat groups to know what your audience is speaking about. Another idea to stay up-to-date is to subscribe to industry newsletters and magazines.
Create a Content Calendar
A content calendar is a list of the topics and keywords along with the publishing date for each topic. The content calendar helps to bring organization and discipline to the content creation process.
When you have a deadline to finish writing the content, you will overcome the problem of procrastination and be disciplined. You can use Excel sheets, Google sheets, or tools like Coschedule, Asana, etc. to create a content calendar for your business.
Block Specific time For Content Creation
Entrepreneurs and business managers have a lot of tasks every day and content creation gets pushed down to the bottom of the list. It is advisable to carve out at least one to two hours every week initially for the purpose of content creation. You can use the time to
- research the topics and finalize a few topics,
- writing, editing and proofreading content
- Publishing and distributing the content
Fear of failure is one of the most common reasons why business owners procrastinate the job of content creation. They fear that people will not like the content, and they may receive a backlash for any mistakes. However, it is important to understand that you are creating content to help your audience and add value to their knowledge.
You have more insights about your business and can help the readers on how to overcome their problems through your products and services. Keep in mind that you are writing content for the average users and not for the experts.
Content writing needs practice. If you are not confident about your writing skills, practice writing on different topics. Read the blogs of other writers to educate and acquaint yourself with different writing styles. Choose the style that suits your business and start practicing. Initially, you can start writing small posts and gradually progress to long-form content.
These tips will help you to overcome your fears of writing and set you in the right direction to achieve success.
Publishing content regularly has many benefits. It not only helps your website to rank high on search engines but also attracts traffic to your website and aids in conversions.
Content helps to establish your industry authority and build trust in the target audience. However, it is crucial to be consistent in publishing content to reap the maximum benefits of content marketing.
In spite of consistent efforts, if you cannot find time to create content for your business, you can hire the services of a reputed content writing agency. Towards 90 is a reputed content writing agency in India. We work with experienced content writers, who have subject matter expertise and industry experience. We promise to deliver content that connects, convinces, and converts.