The most common question from small business owners is actually not the headline above. Instead, it’s “why should I bother blogging, anyway?’ The answer to that question is quite simple — blogging is one of the most powerful marketing tools. Think about how often you update your website with fresh, content that says who you are, what you do, and, most importantly, what you’re good at. Probably not all that often.
By having a blog, you’re creating that fresh content. In those posts, you’re using your SEO buzzwords on a regular basis, which means your website will rank higher in organic search engine results. And, by using this platform to showcase your expertise in your industry, you’re positioning yourself as an expert to both clients and potential clients.
Now that we’ve established the reason for having a blog, how often should you update it? That’s a trickier answer.
The short answer is the more often you do, the better because the more fresh content you create, the better your chances of being found by Google (or any other search engine). But for most small business owners, that’s probably an unrealistic answer.
The long answer is that the number of blogs you write per month depends on the size of your company, your industry, your sales and/or marketing strategy and, most importantly, what you’re hoping to achieve. This article, which quotes a HubSpot study, suggests blogging 4 times a week to achieve maximum benefits. And while that may be an effective strategy for a big company with a big budget and a big marketing strategy, it’s not necessarily an ideal plan for a small business owner looking to proportionally grow its business.
I like to suggest blogging at least twice per month — which is what I strive for here. Twice a month is enough to gain SEO benefits and showcase your expertise to customers and potential customers while not becoming a burdensome exercise.
There’s no one size fits all approach to blogging. What’s important is that you find a routine that works for you and your business’s goals and you stick to it. Having a regularly updated blog (whatever your ‘regular’ is) will only bring good things for your business.