As you probably know by now, content is the bedrock of any successful inbound marketing campaign. Many marketers believe that you must blog regularly to have any kind of impact. But do you really need to be publishing new content every month?
The Importance of Blogging
First of all, you need to understand why blogging is so important. If you don’t understand its importance, then you can’t take advantage of its benefits – no matter how often you do it.
Here are some of the reasons you need to be publishing original and relevant blog content on your site:
Reach your target audience.
Blogging about content that’s relevant to your buyer persona lets you position your brand to be found by your target audience. This is especially true if you’re addressing common problems that your audience has.
Improve web traffic.
Google rewards good content. That means an updated blog will help increase your search rankings. Increased search rankings mean more exposure to searchers, which means more traffic. This is especially true if you optimize your content for SEO (search engine optimization).
Establish brand authority.
Writing about relevant topics that are helpful or informative builds your brand authority. Readers will begin trusting you based on the knowledge you are sharing. The more authority you have, the more trust you’ll build. And trust is important to capturing leads.
Increase brand awareness.
Good blog content will attract more regular readers who will be more willing to share your content with friends and family. Blogs lead to your customers spreading awareness of your brand on your behalf!
The Impact of NOT Blogging Monthly
You can see the benefits you’ll reap if you blog well and often. But let’s drive it home. If you don’t blog at least monthly for your business, it will end up having the following effects:
You’ll have less regular readers.
When you blog often and consistently, you’re more likely to grow a base of regular, established readers. Don’t blog for two months, then take a two-month break. If you want your readers to keep coming back to read your new content, be consistent.
You’ll have less web traffic.
Google takes into account how fresh content is, meaning how up-to-date it is. This is because newer content tends to be more relevant to user searches. Old content becomes less relevant and will most likely drop in rankings as a result.
Your brand authority won’t be as strong.
When you do a Google search, you probably click on content from brands you’re familiar with first, right? Even though it might not be the best content out there, you choose the content that has brand authority. When your brand authority isn’t as strong, readers are less likely to check out your blog. If you don’t blog often, you can’t build up that authority.
Blogging regularly brings in more website traffic, which means more leads for your business! Blog every month, multiple times a month. Put yourself on a schedule, plan out your topics and get writing! And most importantly – stick with it. Stay consistent, and you’ll see the results.