If you are a blogger or have a company blog or news feed set up on your website, you know that publishing content regularly is an important part of brand recognition and an effective SEO (search engine optimization) tactic. Not only does Google look for and reward new content, seeing it as a sign of an active site, but you simultaneously grow your digital footprint as the blog posts add static pages to your site. Whether you use your blog as a platform to promote your goods or services, offer news about your company, or provide informational articles that will help users interact with your website, products, and company overall, consistent blog posting is an effective digital marketing strategy. While its effectiveness is undeniable, blog content producers face the facts that it is also a digital marketing strategy that takes dedication and hard work.
Researching topics and writing clear, concise, and interesting blogs consistently takes time and effort. Because of that, it is important for content creators to understand where the balance is between not creating enough and over-creating to the point of time wasting. To discover that balance, creators need to ask how long their blogs should be and how often they should be posting content.
Some companies only need to post one or two 200-word blogs monthly to meet a happy balance. Others may need to post 2,000+ word pieces several times a month in order to achieve their visibility goals. While it can be difficult to find your own middle ground between those dramatically different scenarios, doing some research and comparing your company size and specialty to blogs of a similar operation can help. Most bloggers will find that trial and error is the best way to find their own sweet spot in content creating schedules.
What Counts as “Consistent?”
Consistency is a variable term. What is best in your situation depends entirely on your ability to create content at the scope and frequency that will benefit your website traffic and company, without overdoing it, wasting valuable time, or falling short of your goals. For many small to medium companies, producing 300–500-word blog posts once or twice a month is an ideal consistency. At MLT Group, we have the capabilities to consistently create content, from one blog per month to six or more, for a variety companies ranging from freezer warehouses to bankruptcy firms and disaster restoration companies.
The level of consistency that is right for you also depends on the type of content. If you have in-depth information to provide your audience, longer blogs will be required. Longer blogs might limit your bandwidth for frequency. A manufacturing company with detailed information to provide might spend more time writing each blog, requiring a lower frequency of posting for time management purposes. On the other side of that coin, a company like a clothing store, with simpler information to provide, may be able to post 100-word blurbs daily.
This is where social media in your digital marketing strategy can pair nicely with consistent blogs for even more effective digital media marketing results. In the example of a company positing lengthy informational blogs infrequently, they might also use social media to post shorter notes with a higher frequency. These could be designed to drive more traffic to their deeper ‘on-site’ blog posts.
Because social media does not require a bevy of information on each post, you can supplement a lower rate of blogs with a higher rate of more superficial social media content. Even if it is superficial, frequent social media posting, and a company’s consistent blogs with rich information, will help get the attention of Google’s SEO algorithm.
Likewise, with the clothing store example, social media can still be paired effectively with blogs. Linking social media to the daily blog post will increase audience range and website traffic, resulting in more sales and more recognition from the Google algorithm.
Overall, no matter what content creating schedule you determine to be the best fit for length and timeline, sticking to it and keeping consistency at the forefront will help you utilize your blog page as a powerful (and virtually free!) digital marketing strategy.
What Does Consistency Do?
So how does consistent blogging as a digital marketing strategy work? There are two main effects that consistent content creating will have on your brand and website.
1. Brand Trust
The more content you create, the more information your audience will know about your brand. Understanding breeds trust, and brand trust is the number one benefit of consistent blogging. If your audience has trust in your brand, you have a stronger opportunity to gain their loyalty. Loyalty means repeated interactions and increased traffic either through marketing promotion or word of mouth.
Consistency in creating content will grow your audience and help you gain the trust and loyalty of customers and supporters. Imagine if the New York Times did not give a daily email update to newsletter subscribers. Those subscribers would be less likely to turn to the Times daily. Providing an update on stories, news snippets, crosswords, and more each day for years has established the New York Times as a go-to email news source for many people.
Additionally, creating content while sticking to a consistent schedule will help your company and blog become authority figures over time. If your audience knows you will be posting on a regular schedule, they can go there for related information and find new content when they expect it. Creating content over time will also help you establish a backlog of blogs containing even more information than just the new content you released that week or month. Becoming an authority on your own brand and the industry you are in through consistent content creating will show an audience that you have integrity and quality. Google and other search engines will notice too, which is why gaining brand trust through consistent content creating is a key SEO tool.
Search engine optimization is a term that describes work done to move your website or blog up as much as possible on the list of search results that Google, Yahoo, Bing, or any other search engine provides users. SEO tools like pay-per-click advertising, keyword targeting, and blogging/content creation are today’s most effective digital marketing strategies.
New content is attractive to the Google algorithm, and since Google is the most utilized search engine, it is a no brainer that establishing and maintaining consistency in your content creation to help your site catch Google’s eye is an important SEO tactic that can drive traffic to your site. Google is so interested in new content partly because it signals an active and authoritative site. Just the kind of site that Google wants to return as a search result for users. Additionally, new content helps keep users on sites for longer, an indicator for user satisfaction in search results.
Not only does consistently created new content get Google’s attention and approval, but it can also help you target which keywords are interacted with the most around content related to your company. User interaction with some blogs over others might help you recognize that one key phrase is bringing in more search traffic than another key phrase, helping you to better target future blogs. Integrating new keywords into blogs will help you continue to discover more keywords that you can incorporate into newer blogs and so on.
Using brand trust gained through a history of continued, consistent content creation to bolster your SEO abilities is the proven effect of making and sticking to a blog schedule. Blogs produced frequently are a digital marketing strategy that can keep your website and company in front of a growing audience and help you grow as a brand.