How often should I publish a business blog?

Business Blogs – When is the best time to blog?

It occurred to me this morning that I hadn’t posted a business blog in a while. With so much going on with coronavirus, self-isolation and people disobeying the distancing rules, why would anyone be interested in a blog about websites? Or website testing? 

So then I started thinking about the reasons why I should do a blog and it got me thinking about optimisation. It sounds like a random train of thought doesn’t it? But I’m talking about ‘optimisation’ in a business blog kind of way. And at 6 am on a beautiful Sunday morning I’m sat at my desk researching ‘Business Blog Scheduling’. 

I know the reasons why I should be submitting regular business posts. It’s so that it keeps my website fresh, helps with SEO and search traffic, helps build a good relationship with clients, etc, etc. But doesn’t how often we need to publish a blog and the optimal blogging frequency vary, depending on the type of business you have?  

 

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General Blogging Guidelines

So as a result of my early morning research I did actually come up with a few general guidelines.

1. Publish a new business blog at least once a week

2. Always publish on the same day

3. Focus on creating high-quality content

Great. Now I have my guidelines all I have to do is find a way to make user testing sound interesting. That’s the hard bit. But then, reading different articles this morning, I noticed that Guideline #1 isn’t strictly correct. It doesn’t always have to be new content. If you have posted something previously about a topic that is still relevant, or has come back in fashion, re-use it. There’s nothing to stop you giving it a bit of a tweak – re-cycling! – and republishing it. It counts as a new business blog, just don’t keep re-using the same one every week.

Identify your audience

Guideline number 2 is about being consistent and routinely publishing your blog on the same day. This is where I think we need to experiment to find out what works best for our own business and for our customers. But the first step has to be identifying your business blog audience.

My services are not going to be required by everybody. To be honest I probably have a very limited audience – owners of small and medium sized business enterprises – SMEs. And it doesn’t really matter what line of business my ‘audience’ is in. If they have a business website then they are a potential customer, even web design businesses.

I regularly work with a couple of web designers, reviewing their work during and after publishing, because catching bugs earlier means it easier and less expensive to fix. When you’re busy it’s easy to miss little things, such as broken links or poor navigation. Lots of little things can lead to one big, bad customer experience. So sometimes, it just helps to have a fresh pair of eyes look over the content and usability. 

There you see, I have drifted off into my own little testing world when I should be focusing on the task in hand and telling you about the ultimate goal.

The goal, of course, once you have identified your target audience is to successfully maintain a business blog that will increase website visitors. Making new connections and continuing to engage with existing customers or clients, will hopefully start generating new sales. 

Experiment

Different audiences will have different needs. If your business blog is a tool for providing up-to-the-minute information about products that you sell then you probably need to publish short, promotional blogs on a daily basis, or even several times a day. Whereas if you provide technical services, like testing for example, then that requires a longer, more detailed blog. So I think for me personally, once a week should suffice.

If you’re not sure what your blog readers need then you might have to experiment and see what formats and frequencies get the best reactions. See which format is a consistent favourite and continue with that. 

Now comes the hard part – creating high-quality content.

Avoid Burnout

This came up in several of the articles I read this morning and probably made the most sense. We all start off with so much enthusiasm, especially when people like or share our posts. But trying to consistently write something that’s interesting, in whatever line of business you are in, can be exhausting. There are a couple of ways to overcome this and avoid burnout.

First of all, why not share the load? Try inviting a guest blogger to write for you occasionally to add a bit of variety and a different personality. (This could work for me, and I have already got a couple of people in mind). Alternatively, if you really don’t like writing content and this is what puts you off blogging then you could hire someone to do it for you full-time.

Second, try writing and stockpiling articles for when you haven’t got time to keep to your business blog schedule. I have started adding articles or other blog sites to a ‘Favourites’ folder for future inspiration. I also check out Google search trends and try to use them as topics or keywords.

Timing

A lot of research has gone into analysing blog post timing data. Which Social Media platform is best for your business depends a lot on your target audience. I doubt many of my potential clients would be on TikTok for example. Pinterest is another one I don’t bother with, and I only have an Instagram personal account, not a business one, and even that is rarely use. You don’t need to have a business presence on all of them if it isn’t going to do anything for you. It just makes it harder to manage.

My business networking focus is on Facebook, LinkedIn, and Twitter. To get the best from these platforms for my business I need to look at the research.

Well, I have looked and basically the answer seems to be ‘it’s complex’ because it depends on your industry and your audience. Fortunately, I know my audience and thankfully. the research does confirm that these are the best platforms for my industry sector. That’s a bonus. 

However, I don’t intend to make this post any longer than it needs to be, so I’ve added a link to an easy to follow Info-graphic. Under normal circumstances it provides all the optimal posting timings for Facebook, Instagram, Twitter, LinkedIn and Pinterest. It also includes data for business sectors such as B2B, B2C, Higher Education, etc. 

Best Time Scheduler

Unfortunately, at this moment in time, there is nothing remotely normal about what is going on around us. Schools and the majority of businesses are either closed or employees are temporarily working from home. Our travel, work and home schedules are different, which means that our access to the internet and social media is different. 

In a few months there will be more data analysis on the best times to post a business blog, based on the lock-down period.  So I’m going to put creating an all-singing, all-dancing ‘Best Time Scheduler’ on hold for the time being and write some new content for my once-a-week business blog. 

I’m sure my audience will let me know if they want more from me, but for now, I think it’s time for another cup of vanilla chai before I go out in the garden and pull a few weeds. Happy weekend everyone!

Stay Safe and Stay Well

Shirley Atkinson, SAA IT Testing