Many organizations, from very small businesses to large corporations, use blogging to stay in touch with their clients and prospects, and to maintain a web presence. Many use their posts to sell products and services.
How important is the timing and frequency of these posts, what should the timing and frequency be, and does it really matter? As my business partner used to say, “Timing is everything in this life!” Was he right?
Fortunately for all of us who want to provide something of value to our old (and new!) friends and clients, there is considerable research ongoing, and a great deal of results-sharing online. And the recommendations are in a constant state of change.
Joe Pulizzi offered some practical advice back in 2011 that still makes sense today. When he asked his research group, “How many blog posts make the correct frequency for corporate bloggers?” He received answers varying from twice a month to once a week to at least once per month.
Considering each of these answers correct for the time, he summarized by saying that as long as your blog post serves two goals: (1) providing interesting and compelling information to your readers; and (2) serving your objective for your blog; do a post, and post it. Frequency, he added, depends on these two criteria, plus consistency. Consistency, he emphasized, is the key. Once you have decided on your frequency, whether it’s five times a day, once a week, or twice a month, stick with it.
Kevan Lee in a May 28, 2014 post, suggests that based on Track Maven research covering 4600 blogs and 1.2 million blog posts, blog posts get more shares on Saturday and Sunday than any other day of the week.
Additional Track Maven results suggest that, “the late-night infomercial effect might come into play… Essentially when there’s less competition, the more your post stands out….”
On the other hand, many professional bloggers advise that the best time to publish your blog post is when your reader is most likely to be reading. If this is on the job, a workday could be more appropriate.
You will most likely experiment a bit to figure out the frequency, and the schedule that works best for you and for your readers, based on your goals, and what your readers want. There does, however, seem to be consensus on three important things:
1. Publish a new blog post at least once a week
2. Publish on the same day of the week consistently
3. Place your focus on creating the best content you can
Blogger Christina Walker recommends, “…Publishing at least one new blog post a week is optimal because it helps maintain good relationships with customers, attract natural search traffic, and avoid burnout from writing too often.” Three very practical reasons indeed.
“Once you discover the best times to blog, being consistent with your publishing schedule also increases SEO value and encourages readers to come back regularly for more,” Walker added.
An article from Marketing Savant offers three important questions to ask yourself when planning your publishing schedule:
1. Can you keep this schedule consistently?
2. Can you always publish high-quality content at this rate?
3. Will you have enough content for this schedule?
Adjust the frequency of your publishing schedule so that you can answer “yes” to each of these questions. “It’s okay to tone down or ramp up your blogging frequency as your goals, resources, and audience desire change over time,” the article points out.
One final piece of excellent practical advice: “… Before you finalize how often to blog, consider ways to avoid burn-out…blogging less often, using guest posts, assigning blogging responsibilities to a team…and anything else you can think of.”
What are the best times to blog for business? Jason Keith noted that the most popular weekday time appears to be 9 AM to 10 AM, with Tuesdays and Wednesdays the most popular weekdays.
Dan Zarrella, a social media scientist at HubSpot, found the best time to blog for page views is Monday between 8 and 11 AM, and the best time to blog for increased engagement is Saturday between 8 and 11 AM.
“Keep in mind that the best time to blog varies by your audience. If they are mostly business people, blogging on Saturday probably won’t work very well. If they are mostly located in a certain time zone, schedule your posts to publish in their mornings, not yours.”
Gail Tycer offers business writing workshops and presentations; executive coaching, consulting, writing, and editing services. Call Gail at 503/292-9681, or email email@example.com to learn more.
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