Excessive blogging hurts your brand. It may sound weird by a service whose core business is content development, yet we strongly advise you to revise your content strategy and post less articles on your company blog.
Any good marketer will tell you that you need content to support your product or service. That's correct. The problem is you need good to great content to promote successfully any product. Which requires not only inspiration but content creation resources a small company or a startup rarely has. You may be tempted to create content on a regular basis, which is a good idea. Implementing the idea in practice might produce very discouraging results for your brand and product, though.
Less Is More
Creating less content but of great quality is what will help you build brand awareness and promote your service. Only 1 in 10 articles on a company blog is compound, content marketing stats by Hubspot say. A compound blog post will witness increasing organic search over time. But only quality content will prove to be compound content.
You cannot produce great content all the time. Nobody can. Large corporations have dozens of content writers and PR experts on their payroll and still cannot produce great content most of the time. So the solution is to produce less content in spite of marketing gurus telling you that you have to publish fresh content two or three times a week.
Look, if you post a single article of very high quality each week, you will end up with some 50 articles on your company blog after a year. In a year or two, your organic search will generate lots of traffic but only if these 100 something blog posts are really worth reading. In contrast, you can produce an article a day and still have no organic traffic to your site due to low quality content.
Traffic Stats May Lie
When you publish a lot of content on your site, say, more than 15 articles a month, you can witness growing traffic and no leads. Traffic has qualitative indicators too. Poor content quality will inevitably result in poor traffic quality. We mean quality, not quantity.
Whatever you main topic or topics are, low quality traffic to your site will never convert into leads. There are plenty of company sites and blogs that do not generate much traffic but their business is flourishing. Most of them do create content. All of them create quality content.
Content freshness matters only to search engines. Any reader who opens an eye-catching headline and finds the article body provides 'insights' found on hundreds of other sites will add to your bounce rate.
This is the very catch of the widespread belief that fresh content is what boosts your business online. Fresh is not necessarily new, and new is not necessarily meaningful. Flooding the online space with 'fresh' content can increase your site traffic for a while but you'll witness the number of your visitors falling to pre-campaign levels within a very short period.
Optimal Content Frequency
A good number of marketing experts and content strategists speak of content calendars, content scheduling or creating and publishing content in accordance with a plan. This is all nonsense when out of context.
If you are two co-founders and have three employees on board, you can have a schedule where each of you will write an article a day for your startup's blog. Would this result in production of great content? Would this result in content that generates leads?
It depends but usually the answer to both questions is straight "No". Why? You can produce good or even great content, for a short period. Creating content, however, is a full-time job. What are you doing then? Do you create content or you develop your product, app, or online service.
Most readers expect at this point to read how you should hire a professional content service like ours. Nope. You can still create great content yourselves. What you need to realize is it needs to be of outstanding quality while you cannot produce great content day in and day out. Settle for less content that you publish less frequently. News stories do not count despite news aggregation being a good method to increase traffic sometimes.
Your small business or startup should realize that quite often a marketing advice does not work out of context. Tones of crappy content online prove that. What is more, life of low quality content is really short in times when everyone is blogging. Create less content to be able to create outstanding content.
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