I’ve talked with a few of my clients about their blogging frequency for SEO purposes. There’s been a lot of surprise about whether once a month was enough for your content marketing goals.
Your frequency of blog posts for SEO can match your hero content. It doesn’t have to though. Monthly blog posts are enough to generate traffic from search engines for inbound leads. Let’s break down why monthly content is good enough.
What is the hero content?
Your hero content is that one big piece of content that you put the most time and energy into. More content is pulled from the hero content to repurpose across other platforms. Once a month content can be the hero content so you publish shorter forms of content every day. Hero content can come in audio, video, or written formats.
Why an increased blog post frequency won’t always work.
1. Low-quality content
If you focus on creating more content often, you’ll end up creating lower-quality content. This low-quality standard leaves the audience dissatisfied and wanting more. But they can’t trust you to deliver more in your content. They’ll bounce to look for their solutions elsewhere.
If you happen to provide new information, the level of quality in your content leaves much to be desired. They won’t want to check out more content, opt-in to any lead magnet, or ask how to work with you. They’re going to move on and find someone else to answer their questions.
2. Too much content creation
If you focus on creating more content often, you’ll struggle to complete all the tasks for your business. This’ll lead to burnout until you get help. You could maintain a higher frequency of content for a few months. But at some point, your energy and bandwidth will run out. You’ll feel like you’re doing too much because you are.
Then you crash and burn where you don’t want to do anything for an extended period of time. You’ll need to stop showing up to recover. Until your energy levels return, you won’t be able to serve your clients as well. If only you maintained a more reasonable schedule.
What’s reasonable for you is different than what’s reasonable for anyone else.
3. Inefficient use of your resources
If you focus on creating more content often, you’ll create sloppy content to keep pace. You don’t have to answer every question coming at you. Any idea that comes up next isn’t a plan. You need a strategic plan in place to see results with your content marketing.
Your content marketing plan helps the reader move along in the next step to becoming a lead, then a client. You answer the prospective client’s questions and move them along to the next steps to work with you.
Monthly hero content is enough for SEO.
You want to focus on a combination of the quality of content and the quantity of content. Readers have follow-up questions even to an epic post that answers their questions.
Answer those questions in the extra content. As you build the quantity of blog post content, focus on high-quality production.
This isn’t an overnight process. It can’t be finished in a month. It’s not even finished after a year of dedicated content creation time. Keep your schedule and clients in mind as you decide what blog frequency you can maintain. Preserve your energy to best serve your clients.
Content Marketing Goals
Ask yourself these questions to help decide how, why, and when you want to create content.
- How much content do you want to create yourself?
Entrepreneurs may want to start a blog after they hire a writer or VA to take a lot of the pressure off of themselves.
- How much effort do you want to put in?
Decide how involved you’ll be in the creation process will determine how much you can actually do.
- How will you execute when it comes time to create content?
A streamlined content marketing plan with the best tools and people to do the work for you takes effort.
- How will you distribute the content in this form?
Sharing the blog link, or writing a summary with a link are both common ways of distributing content. Don’t think you can create the blog post and call it done. Promote until search engines start showing those pages in search results.
- How does social media play into your content marketing plans?
You can create a short-form content relevant to the platform your clients hang out on.
- Will you use networking opportunities to share that content?
Speaking opportunities can reuse the same content for the people you’re talking to. There’s no need to come up with a new talking point. Talk about the topic that you’ve already created.
- How does email marketing come into your content marketing plans?
You can treat the emails like a blog itself or create content only for the email list.
- Speaking of emails, how will you build your email list?
Content marketing is a great place to invite new people into your business with a strong call to action.
These questions help you determine the realistic blog frequency that you can maintain. Know the goals of your content marketing plan. Then we can clear up the objectives that content marketing materials must meet.
Your marketing sets the stage for your sales. There are a few jobs your marketing, the content you’ve created has to fulfill. Each goal can be completed simultaneously or individually. It’ll depend on your own marketing plans.
1. Attract ideal clients
Your content must speak to the ideal clients and repel the other clients you DON’T want to work with. When you speak to everyone, you speak to no one. Are we “blah, blah, blah” on this point yet?
2. Provide value
Every piece of content provides some form of value. Value can be an actionable strategy, perspective shifts, relationship building, etc.
Here’s an odd thing to keep in mind. It doesn’t matter if YOU find it valuable, the ideal client has to find it valuable.
3. Establish expertise
Content that provides value tells the ideal client that you are an expert. You’re an authority figure worth following. Or they don’t like your style and leave your audience. Another point for attracting and repelling. As long as those who stay perceive you as an expert, your marketing is working.
4. Increase credibility
By getting featured on other podcasts, blogs, etc. you expand your visibility. Your credibility increases when other experts endorse you. This happens when they share their platform, endorse your content, or refer clients to you.
5. Build relationships
Marketing is part of gaining the know, like, and trust of your ideal client. Conversations often begin with your content as the ice-breaker.
Keep it up! You never know which one is the one that converts. Content conversion is an accumulative process.
6. Educate around your offer
You know what your offer is. Your ideal client may know. But do they know why they should care about your offer? They need to know what knowledge gap they have that your offer can solve.
7. Agitate the need for your offer
Even if your ideal client knows what your offer is and why they need it, they must know why they need it now. Why can’t it wait any longer?
8. Overcome objections
Overcoming objections before any sales call will help you close more calls. You’ve already heard the reasons your leads don’t become clients. Now take those objections and answer them in your marketing.
You’ll need to address each of these objectives in some way. When done correctly, sales become much easier and more fun. How can you make it easier? Which marketing objective could you use improvement in for your business?
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