Creating and maintaining a business blog involves so many different working parts, doesn’t it? On one side of the argument, you hear that Google wants fresh, quality content on a regular basis. On the other, you know that more content equals greater chances for indexed pages within search engines. How can you possibly balance high volume with high quality, especially if you’re busy trying to run the rest of your company?
Creating Quality Blogs
Your goal when writing a blog for your business should not be to get Google’s attention. That’s definitely a helpful byproduct, but your main focus should always be your customers.
To solve your customers’ pain points, you must know what they need. That involves a deep understanding of your target audience. Why do they need your products or services? Who makes the final decisions? Beyond that, what specific questions will they have about your company, services, products, and procedures? You must know these things if you want to create blogs your visitors will read.
Content that answers your customers’ questions before they even ask—that’s quality content. You’ll need plenty of time for research, strategy, writing, and editing. You’ll also want time to track your results so that you can be sure what’s hitting the target and what misses every time.
It’s a pretty involved process. Which brings us to quantity.
How Many Blogs Do You Need?
While you shouldn’t be blogging with the intention of pleasing search engines, the fact remains that you need good SEO for organic search results. In order to benefit from Google’s search algorithms, you need to provide that fresh, quality content on a regular basis. The more pages you have indexed, the more likely your site is to show up in search results.
Now, you have a conundrum. If you’re working hard to provide quality information to your customers, then you know producing several of these blogs takes time you really don’t have. You can allow the quality to slip in order to boost your posting schedule, or you can cut down your content calendar in order to focus on a small number of stellar blogs.
It’s very easy to see the benefit of an increased blogging schedule. We bumped our own content calendar from one blog per month to twelve blogs per month and saw a 93% increase in traffic to our website. While we wouldn’t promise such enormous results to anyone, we would definitely promise increased traffic with a more aggressive content schedule.
Finding the Balance
Now, the question that remains is how to balance the two. Before you panic, step back and take a deep breath. Let’s first consider how many blogs you already write for your company. If you haven’t started a blog at all, then it’s time to make plans to do so. If you’re uploading news and content sporadically, then try to organize those random posts into a schedule.
Whatever you’re already doing, make a pledge to yourself that you’ll increase your efforts. If you’re blogging once every other month, then schedule one per month. If you’re managing one per month, then attempt two. Only increase the momentum as your time will allow. When you notice the quality slipping, then scale back your quantity.
Also, don’t be afraid to reuse formulas that seem to work best for your business. If list-style posts get great traction, why change the format? If people love to read your feature-style blogs, an image-heavy blog might turn them off. By working with the same formulas, you may increase your blogging speed without sacrificing the quality. Practice makes perfect, right?
Of course, we’re also here at any time to help you develop and launch a content calendar for a truly beneficial content strategy. If you need help planning your blogs or even writing them, feel free to reach out.
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