Posting to your small business blog can be an issue because it takes away from other essential needs of the business. But if you are looking at your blog as a marketing tool, it does have importance. It is a part of your business just as much as anything else that you do.
Remember a business is built on the little things that you do. If you neglect one small area that can have a much larger effect in other areas. Neglecting to post on business blogs consistently is a business sin and should be corrected.
The question becomes, then, how often should you post to your blog if this is critical to your small business?
It would seem a time span may be the best answer, but really it is not. Some people will conform to a schedule and make themselves post every two days, weekly or bi-weekly because that is what they have determined to do (or have been told to do). But, this is not the best path.
It may seem that organizing your blog posts and sending them out in set intervals is a good idea, but here are some drawbacks you may want to keep in mind:
Repetition. Sometimes an action repeated at regular intervals becomes tired and predictable. Business is supposed to be predictable to a degree, but what keeps it interesting and fun? Freedom of expression will make your blog feel fresh.
Lack of Subject Matter. If you have a set time too close together, you may post whether you have anything to say or not.
Missed Opportunities. Because you have built expectations with your readers to post in set intervals of time, you may miss something an opportunity to post on an event that happens outside of you constraints. (If you do have a schedule, you can always add additional posts about such events).
Ask yourself, “What is the goal of this blog?” Believe it or not, that is important as far as frequency of posting goes. If you are posting without a clear directive, you will not understand when you have the right content to post or when it is the right time to post.
So, let’s talk about correct timing.
In writing blogs, content should be king (or queen depending on who you are and what the content is). Blog posting frequency actually depends on having something to post that your readers need and want more than any other factor.
If you have been posting for a while, your readers have begun to expect a certain amount of information, your personality and value from your posts.
If you are new to blogging, then you want to draw new readers to your business blog. This only happens when those people find some value in your posts and take their decidedly precious time and visit you. Don’t muddy that up by lowering expectations. If a new reader sees that you are only blogging periodically, they may not return to read future posts.
Thousands, maybe millions, of blogs exist. You are competing with those similar to yours… online newspapers, and other sources of information. People can get helpful information anywhere, but your quality content only comes from you. Make sure that it is rich (full of meaning) and that it is worth your reader’s time.