How many blog posts should you publish?

Your content strategy can deliver big returns, but only with the proper investment. Is your current output enough to meet your biggest objectives?

There’s no universal magic number of blog posts that every organization should create per month in order to see results.

Though the perfect amount of blog content doesn’t exist, there is a range to shoot for. Depending on what your company goals are and what your capacity is for creating content, you can find a blogging sweet spot.

Here are three options for you, along with what each will help you achieve and what you’ll need to have in place to make those options possible.

1. The slow trickle

Think of this option as the bare minimum, as in one blog post a week or one blog post every other week. Either way, this option is typical for extremely small teams with limited resources.

Here’s what you can achieve:

  • Lead capture. As long as you provide a link to gated content within your blog post or as a CTA at the bottom, you’ll be able to convert site visitors to new leads.
  • Email newsletters. You can send your leads a monthly roundup newsletter you’ve created from all of your blog content. This will help you stay visible, provide education and nurture them as they go through the buyer’s journey.
  • Consistent social publishing. Having blog content to share on social media will help you regularly post on all your platforms and engage with an even wider audience.
  • Material for employee training. Your blog is an opportunity for you to be a bit more promotional in the content you create. Discuss your company’s process and services to educate your leads and your internal employees about how things are done at your company.
  • Industry insight. Even if you’re only publishing once a week or a couple times a month, you can still cast your organization as an industry leader. Putting out content directly from leaders in your company makes readers feel like they’re getting an intimate look behind the scenes.

Here’s what you need in place:

  • Blog guidelines. Make sure you outline how you want your blog articles to flow and any rules you want each piece to follow. Do you have a desired word count? How do you want research to be presented?.
  • A documented content strategyThis doesn’t have to be lengthy, but you’ll want to at least document your target audience and goals so that you can keep benchmarks. Your goal can be anything from generating leads to just having more on-site content.
  • A project manager or content creator. You’ll need someone to manage the editorial calendar, plan the blog content and manage who will write, edit and publish it. If you have a smaller team, this person may have to be a jack-of-all-trades type who does everything.
  • Marketing automation software. Automation software will help make everything move a little more smoothly. Find a platform that can help you create the blog content and track how each blog post is converting. This will help you determine which posts are the most useful in helping you meet your goals.
  • A distribution strategy. Don’t let your content just sit there. Make sure you’re sharing it effectively so the right people see it.

2. The consistent flow

This option is a middle ground and usually means you publish at least once or twice a week. This consistency is typical among companies that have a small, nimble team up to a mid-sized team.

Along with all the accomplishments mentioned in the first option, you can also achieve:

  • Content segmenting. The more blog content you create, the more opportunities you have to cover a variety of areas within your industry.
  • Pillar pages and improved SEO. Pillar pages are longer-form blog articles that are crafted around keywords that you want your company to rank for in search engines. To really see results from these pages, it makes the most sense to publish them along with a steadier flow of blog content, which is why they’re included in the “consistent flow” option. You can link to these pages in your off-site content, using keywords the page pertains to as anchor text. This will help improve your SEO around those words and allow you to lead a new audience back to your site to engage and hopefully convert.
  • Email drip campaigns. Drip campaigns are great because they allow you to segment your leads and share content with them based on where they are in the buyer’s journey.
  • Blogs can be easily turned into scripts or outlines for really fun and engaging live videos. Use your blog content to inspire topic ideas or areas you should cover during your broadcasted webinars.

Along with all the other items mentioned in the “slow trickle” option, you’ll also need:

  • A robust documented content strategy. The larger the output, the more in-depth the content strategy should be. Make sure to also include an editorial calendar and distribution plan.
  • A dedicated content editor. You’ll want someone who is totally dedicated to editing your company’s content.
  • A content distributor. You want someone to take the reins and distribute content effectively on your social channels and to certain internal teams so that they can share it with their constituents.
  • A method for accepting outside contributions. A more curated blog is enticing to readers and inspires others to pitch their content for you to publish.

3. The constant flood

The consistency for this kind of output is typically around a couple blog posts a day. Only very large, segmented teams are able to produce this kind of content.

Along with all the accomplishments listed in the first two options, you can also achieve:

  • Large-scale content segmenting. This goes beyond what is possible with the “consistent flow” option. You can use similar segmented areas, but you’ll be able to publish more content more frequently for those areas.
  • More partnership opportunities. When you’re creating more content that is covering more areas within your industry, you can use it to start conversations with other brands for optimal partnerships.
  • Big-picture content scalability. When you prove that you can create tons of content and do it well, then the opportunities are endless. Not only can you use that content to apply for awards and speaking engagements for your company and its leaders, but you could even put on your own industry conferences.

Along with all the other items mentioned in the first two options, you’ll also need:

  • Numerous teams. You’ll most likely want a team for each vertical you’re exploring, which could mean a few project managers, editors, content distributors, and designers per team/vertical.
  • Public relations. A PR team will help get your blog more exposure and give you more area to cover on your blog. This team can be used as another channel to distribute your blog and serve as a source of blog contributors.
  • A graphic designer. Creating more content requires that you get creative with the ways in which you present it. A designer will help create images, infographics, videos and more to make your content more visually stimulating.
  • A large-scale distribution strategy. Having one distribution strategy isn’t enough. You’ll need a specific strategy for each area you’re creating content for.

Natalie Slyman is the director of content and social media at Influence & Co., a content marketing agency. A version of this article originally appeared on the Influence & Co. blog.

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