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You’re a medium-sized service-business owner who’s done their digital advertising homework. You’re on the ball and understand that SEO marketing could bring you loads of new clients. But now you’re wondering how many blog posts to publish each month.
Unlike algebra, search engine optimization isn’t based on a set of infallible formulas. Instead, variables — including site age, market niche, location, keyword competition, backlinks, and social media footprint — dictate how many posts would be ideal for your exact circumstances.
So today, let’s deconstruct the framework of an effective blogging routine and discuss the importance of creating a content calendar.
Business Blogging Stage One: Once a Week
Brand-new business bloggers should start with one blog post a week. The slower pace gives you time to learn the ropes — because blogging involves more than writing articles. Not only must you develop engaging and worthwhile content, but it must be optimized for search engine bots, properly promoted on social media, and formatted with accompanying graphics.
That’s where content calendars come in handy. They help ensure the publishing process goes smoothly.
What is a content calendar? Exactly as it sounds: a schedule of publishing goals. Typically, content calendars outline the post topic and target publication dates. Keeping one saves time. Not only does it mitigate writer’s block, but it also saves people from procrastination paralysis.
Most folks keep their content calendars on Google Sheets or Excel spreadsheets. Project platforms like Trello are also gaining popularity.
Business Blogging Stage Two: Ramping Up
Once you’ve gotten the hang of publishing one blog post a week, it’s time to pump up the volume — especially if you have local competition. Why? Let’s say five chiropractors operate in a 50-mile range, and each has an optimized website. Which one will perform best in search engines? If we assume that all of the websites are around the same age and have the same number of backlinks, the site that publishes blog posts one or two times a day will rise to the top.
But posting any old schlock won’t do. Every post should be helpful, well-written, and answer questions that potential clients may have. The most successful business websites usually enlist an SEO content writer to handle the mechanics of maintaining daily blogs.
Business Blogging Stage Three: Branch Out
You’ve arrived at stage three. By this point, you’re a blogging machine with a content calendar. Depending on your business, location, and resources, you’re publishing between two and 10 posts a week.
Now it’s time to branch out and take your content off-site. This is usually achieved in one of two ways: guest blogging and media outreach.
Guest Blogging: Millions of websites love collaborating with business owners. It’s a win-win situation. The business gets a bit of free advertising and usually a beneficial backlink, and the website gets free content for their site.
Reporting and Media Outreach: Big-name media outlets and industry trade publications also publish third-party articles and opinion pieces. To achieve this goal, contact outlets related to your business and ask for their content calendars. Then, craft pitches that fit into their media schedules. Don’t forget to inquire with trade association publications!
We’ve seen it countless times; blogging can catapult your website to the top of search engine result pages and jump-start your business. The key is doing it correctly.