How Often Should You (or Your Company) Blog? [New Data]

How Often Should You Blog? Blogging Frequency Benchmarks for 2024

Determining the ideal blogging frequency is a common challenge, whether you‘re just getting started or looking to level up your content marketing. Publish too infrequently and you struggle to gain traction and authority. Publish too often and quality suffers as you stretch your resources thin.

So what‘s the blogging frequency sweet spot? How many posts should you publish per week or month to maximize your efforts and make meaningful progress toward your goals?

As a content marketing consultant who has advised dozens of companies on their editorial strategy, I‘ve grappled with this question countless times. And I‘ve come to realize the truth is – it depends.

There‘s no universal "right answer" or magic number that applies to every business. Ideal blogging frequency is influenced by a variety of factors including your goals, resources, expertise, and competition.

That said, there are some general benchmarks and guidelines that can serve as a helpful starting point as you dial in the perfect publishing cadence for your unique situation. Here‘s what you need to know.

Common Blogging Frequency Benchmarks
While there‘s no definitive standard, most companies and individuals who blog for business purposes aim to publish between 2 and 8 times per month, translating to a cadence of 1-2 posts per week.

A 2021 Orbit Media survey of 1,000+ bloggers found the average blog publishes 6 posts per month or about 1.5 posts per week. However, there was significant variance across the sample:

  • 1-2 posts per month: 23%
  • 3-6 posts per month: 44%
  • More than 6 posts per month: 33%

HubSpot‘s 2022 State of Marketing Report showed 31% of marketers publish 3-4 times per week, 3% publish 5-7 times per week, and 6% publish more than 7 times per week. One-third publish just a few times per month.

More important than blindly following the crowd, though, is customizing your editorial calendar to your unique goals and situation. Here are the key factors to consider.

Start with Your Blogging Goals
The ideal blogging frequency largely depends on what you‘re trying to achieve. Common blogging goals include:

  • Improving SEO and organic search rankings
  • Generating leads and email subscribers
  • Establishing thought leadership and authority
  • Engaging your audience and community
  • Supporting the sales process

If your primary focus is SEO, you‘ll likely need to publish more frequently to target a range of keywords and build authority around your priority topics. Moz recommends beginners start with 3-5 posts per week and established blogs aim for 5-10.

On the flip side, if thought leadership is your goal, you may opt for fewer, more comprehensive posts showcasing your expertise. One high-quality, deeply researched post per week or even every other week can go further than several thin posts.

Review the key objectives for your blog and let them guide your publishing strategy. Be sure to also consider the typical buyer‘s journey for your product or service and align your content plans with their needs and timeline.

Evaluate Your Resources and Capabilities
Before committing to an aggressive blogging schedule, take stock of the time, budget, and expertise you can devote to content creation. Do you have a dedicated content team and freelance support, or are you relying on a busy founder to draft posts off the side of their desk?

The more constrained your resources, the more important it is to prioritize quality and focus over quantity. If a lack of internal bandwidth means the choice between one stellar post per month or four mediocre ones, go for the former. You‘re better off building slowly than putting out subpar content.

On the other hand, if you have the people power, aim for both quality and a regular cadence. With a well-resourced team, publishing 6-8 authoritative posts per month is achievable.

Don‘t forget to also account for content promotion and distribution in your resourcing plans. Creating content is just the first step – you also need to get it in front of your target audience through social media, email, SEO, and amplification.

Consider the Maturity of Your Blog
Newer blogs typically need to publish more frequently to start gaining search authority and building a library of content to showcase their expertise. If you‘re just starting out, aim for at least one post per week, but ideally 3-5.

This gives you a chance to cover a range of relevant subtopics, target more keywords, earn more backlinks, and create a foundation to build upon. In a 2021 Semrush study, respondents shared that posting 2-4 times per week helped them achieve strong results in the first year.

More established blogs with a solid base of content can often maintain momentum with a lower frequency, especially if they also dedicate time to refreshing and optimizing existing posts. One comprehensive post per week, paired with strategic updates, can be sufficient.

Balance New Content Creation with Maintenance
Speaking of refreshing old posts, an effective blogging strategy strikes a balance between creating new content and keeping existing content up to date and aligned with search intent.

A HubSpot study found updating old blog posts can increase traffic by 106%. Similarly, Animalz reports that "compounding posts" consistently drive traffic over time and account for 38% of total traffic, on average.

When evaluating your content marketing priorities and capacity, carve out time for both new post creation and optimizing your existing library. Your publishing cadence should account for both.

While there‘s no perfect ratio, a simple starting point is the 80/20 rule – spend 80% of your time creating new content and 20% maintaining what you already have. So if you normally publish four new posts per month, also aim to refresh one old post.

Match Frequency to Your Expertise
Google‘s Helpful Content Update and E-E-A-T guidelines emphasize how content quality, depth, and expertise are increasingly important for search success. Publishing thin content without unique insights offers little value in today‘s landscape.

When determining your blogging frequency, honestly assess the knowledge and expertise you bring to the table on your topic. Do you have the capability in-house to publish authoritative content on a weekly basis or would a slower cadence enable you to recruit subject matter experts and dive deeper into the nuances?

It‘s better to do a few things exceptionally well than to spread yourself thin trying to maximize output volume. Maintain a high bar for quality and thought leadership, even if that means sacrificing some consistency and frequency.

Assess the Competitive Landscape
Take a look at your competitors and others creating content in your niche. How often are they publishing and how comprehensive are their posts? Do a quick audit of their blogs and content marketing efforts.

If you‘re in a less saturated market without a lot of competition, you may be able to win attention and search rankings with a lower posting frequency. Being one of the only players writing extensively on a topic has its advantages.

However, if you‘re trying to break through in a crowded space where competitors have a jump start, you‘ll likely need to publish more often to cover a similar breadth of subtopics and keywords. Aim to match or exceed the average posting frequency in your industry.

Also pay attention to content depth and comprehensiveness, not just frequency. A Backlinko study found the average Google first page result contains 1,447 words. Analyze the quality of your competitors‘ content, identify gaps, and aim to publish the most helpful, in-depth resource on the topic.

Turn Insight into Action
With these benchmarks and considerations in mind, set an intentional blogging frequency and schedule that aligns with your unique goals and situation. Use data as a starting point, but ultimately choose a cadence you can maintain consistently without sacrificing quality.

If you‘re a startup building a blog from scratch and aiming to grow organic traffic, publish 3-5 posts per week for the first 6-12 months. Once you‘ve built a solid foundation, shift to 1-3 posts per week.

If you lead content marketing for an enterprise company with a mature blog and strong domain authority, focus on quality over quantity with 2-4 comprehensive posts per month, supplemented by regular refreshes of old content.

If you‘re a solopreneur establishing yourself as a thought leader, publish one epic, deeply researched post every week or two. Becoming known for a few pieces of incredible content can be more powerful than frequency.

No matter your situation, consistency is key. Create an editorial calendar and content production process to hold yourself accountable to your publishing schedule. Remember, the "best" blogging frequency is the one you can stick to for the long haul.

How often do you publish blog posts? Share your content cadence in the comments and let me know if this framework was helpful for dialing in your strategy.

Looking for more guidance on building a high-ROI content engine? Get my top tips here.

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