The “Grumpy” poet has once again moved to a new spot from Monday to Wednesday to make room for our new weekly feature the “Silicon Valley – Weekly TV Show Commentary“.
This column started on Wednesday, so it only makes sense to move it back, and besides hump day is the best day to be grumpy!
This move gives me the opportunity to discuss another subject that really makes my blood curdle – inconsistent blogging!
Here on Keep Marketing Fun we manage to post daily, well 5 times a week Mon-Fri. It is very important for us to develop a frequent and consistent blogging schedule. Since we began this blog just over a year ago, we have reaped the benefits of staying on schedule. Our search ranking and traffic has steadily increased, our followers continue to grow, shares, comments, and likes are up and most importantly we have reached prospects and converted them into clients.
We all know “Content is King” but I’d rather not debate that, personally I think the phrase is exhausted and oversimplifies the issue at hand. Do you want to build a community? Do you want to be seen as an expert in your field? Do you want to attract leads? Etc. Then producing quality content is key and doing it once a quarter just doesn’t cut it!
If you’re running a business and you have a blog you need to actually use it. Don’t blog once a day for 4 weeks then pause for 6 weeks. That kind of inconsistency kills traffic and deters repeat readers. You need to sit down with your team, put together a schedule, and stick to it.
If I come across a post I like, I’ll revisit that site. If after a few times I realize there is no new content, I get bored! I won’t sign up to your newsletter and I’ll forget that your blog exists. You’ve lost me as a reader and any potential that I might share it with my network. Why should I or anyone waste time checking a stagnant blog?
Frequency vs Consistency
I’ve been throwing the words consistency and frequency around a lot. Let’s quickly discuss the differences between them and how they add up to good blogging.
Frequency is the rate at which you publish new content. Get a schedule together and have your team stick to it. 1 post a week, bi-weekly downloads, monthly case study, etc. Whatever the frequency you can manage.
Consistency is about sticking to the strategy you have mapped out. Again, don’t publish once a day for 4 weeks and pause for 6 weeks. Stick to your schedule. Both visitors and search engines will notice the inconsistency.
Still not drinking my Kool-Aid?
Here are a few more reasons why I’ll-blog-when-I have-time won’t work:
- Google looks for fresh content. If you’re publishing frequently your blog will be crawled and indexed frequently.
- The better your content and the more frequently you publish it, the more important Google considers your blog, hence better rankings and traffic – see last point.
- Frequent content leads to repeat traffic/readers. You’re creating anticipation. Readers will come back more often and share your content with their networks.
- The more content you produce the more inbound links you get. With frequent content you’re giving other blogs and websites a reason to link back to you – Google likes this.
- More traffic means more opportunity to capture leads: get newsletter subscriptions, blog subscriptions, Facebook page likes, Twitter followers, etc.
- You can nurture leads and qualify them. With a dedicated following you or your sales team can reach out to prospects. Respond to comments on your blog or comments on inbound links.
Put yourself in the readers’ shoes. Think about the blogs you regularly follow and why you follow them and why you signed up for their newsletter? Chances are they publish often.
Case in point
Last summer we started aggressively blogging. We began receiving both emails and phone calls from potential clients. When asked “how did you find us?” we were surprised at the answer “I just finished reading your blog post on…”. Traffic was up on Keep Marketing Fun (in fact it was higher, and continues to remain higher than our corporate portal), we were getting more social juice and linkbacks. All was good in the world of words.
With this sudden influx of work, we started getting lazy with the blog. Well, to be honest we didn’t have the bandwidth, but that should not have been an excuse, especially when the blog proved to be a major sales channel. Blogging became less frequent and both traffic and leads dropped.
From that point on we made the decision to blog 5 days a week no matter what. We created a basic content calendar to start and strategized on content verticals. Since then we have not seen a drop, only a lift.