Many healthcare marketers’ content marketing strategies include a blog. It also supports other aspects of the strategy like email marketing, social media, and paid search.

Creating an editorial calendar and content plan for a blog can be difficult, despite its strategic importance. Resources, style, timing, sources, and document length are all factors to consider. How often one should blog is a frequently asked question.

Marketing isn’t always as straightforward as it appears. The answer to how frequently you should post on a blog is “it depends.”

Weekly Blog Posting Ratio

Several factors influence how often you blog. Let’s start with the basics: numbers and facts.

Orbit Media conducts an annual survey of content marketers to understand their blogging processes and outcomes better. 

In the past, there were two to six new posts per week.

Regular blog updates yield better results. Weekly (33%) and biweekly (37%) bloggers are most likely to report “significant results,” while daily bloggers report the highest percentage.

An Orbit Media study found that people blog frequently.

Small blogs should publish one to two new posts per week, while prominent blogs should publish three to four times per week.

How often to update your blog

Always keep your blog’s goals in mind. Your blog’s posting schedule should be determined by your content strategy, business goals, and survey results. 

Posting more frequently can increase organic search volume, according to HubSpot. Depending on your goals, daily or weekly posts may not be necessary. Prioritize posting content that reflects your company’s voice and values.

Always remember who you’re talking to

Determine your target audience before writing a blog. If you’re unsure who your target market is, find out right away.

To satisfy a content-hungry audience active on blogs, email, and social media, daily or semi-weekly blog posts may suffice.

Consistency

According to Orbit’s research, the vast majority of bloggers consistently publish new content. Blogging success was lowest for those who posted “at irregular intervals” rather than weekly, daily, monthly, or other regularly scheduled posting intervals. Again, the definition of “success” varied.

Increasing readership and subscribers requires consistency. Consistent posting will also help your website gain search engine authority. Regular posting also helps track progress. When it comes to posting, consistency is essential.

Metrics to watch for

Keep track of your blog posts to find the sweet spot. You have numbers. Google Analytics can track changes in audience engagement and conversions over time (appointment form fills, leads, sales). Check the performance of organic search in Google Search Console. How about blogging twice a month instead of once? Distinguish between the two approaches? What if you don’t post again?

Increasing your post frequency will almost always increase traffic and engagement. Remember to track your metrics, as the above may not apply to all blogs or audiences. When making decisions, consider your ROI?

When and how often should I blog?

Sorry if this isn’t the answer you wanted. Accept my apologies. Don’t worry, you’ll find it. Consider the research findings, resources, target audience, and content marketing goals. A successful blogger should be dedicated and persistent.