If you asked a group of digital marketers what the most important aspects of business blogging are, chances are “great content” would be at the top of every list. Most of us can agree that content is the key to any successful business blog.
But it doesn’t matter how quality your content is if you aren’t posting consistent, frequent blogs.
Think of your business blog as a tripod that’s held up with the ‘legs’ of content, consistency, and frequency. Without all three pieces, your blog won’t be able to stand by itself. Publishing good content isn’t enough. You need a frequent blogging schedule and a consistent strategy, too.
Before we go any further, let’s break down the differences between consistency and frequency:
- Consistency refers to keeping up with the blog strategy you’ve set out. If you publish four blogs a week for three weeks and then spend a month only posting one blog a week, your visitors and search engines alike will notice the inconsistency and judge your site accordingly.
- Frequency means how often you publish posts. You need a schedule to help plan out timely posts and align your blog posts with any content offers and various other marketing efforts you might have in the works.
That said, here are a few reasons why you should consider publishing great content for your business blog consistently and frequently.
Search engines are always looking for fresh content. If you’re publishing on a constant basis, your site will be crawled and indexed just as frequently. Another plus? Search engines like Google reward the regular publishing of quality content, so you might begin to see your rank climb.
The more consistently and frequently you post, the more your site traffic will grow. Not only that, but you could start to see repeat traffic. The more consistent and frequent your great content is, the more likely it is that visitors will like what they see and want to return, or better yet, subscribe.
As you increase your traffic, the more likely you are to convert more leads –assuming your conversion rate remains steady. You can encourage blog visitors to provide a little information about themselves in exchange for a content offer like a free downloadable guide or eBook filled with valuable tips or helpful industry insight.
You can also depend on consistent, frequent publishing to help with lead nurturing. Capturing leads is one thing, but finding and nurturing qualified leads is an entirely different task. That’s where your schedule (frequency) comes in – you can use a content calendar to create content that fits every step of the buyer’s journey.
Given the impact that returning visitors can have on your website, it’s no wonder that consistent and frequent content can help you significantly grow your digital presence.
In the words of HubSpot’s Pamela Vaughan: “When it comes to business blogging, there’s no doubt that consistency is important. Just consider the fact that companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads.”
So, how much consistency and frequency are you putting into your business blog? The answer to that question just might determine your success in growing your online presence and ultimately, gaining new customers.
Editor’s Note: This post was initially published in September 2016 and has been updated for clarity and accuracy.