The Importance of Regularly Posting Content
Did you know that 6 million blogs are posted daily? That’s a lot of posts. Surely these numbers prove that your content will get lost in the shuffle, right?
No.
The best way to connect with users who will (hopefully) become customers is to get in on the content creation game. No matter your industry or market, the value of regularly posting and refreshing content on your site can not be overstated.
How Often Should I Post Content on My Website?
Posting frequency will vary depending on your industry, the type of content and other factors (such as the distinctions in B2B and B2C marketing), but in most cases posting 2-4 times a week is ideal.
This might seem like a lot and, without a dedicated team to provide that much content, it is a lot. Even if you aren’t posting multiple times a week, letting your website go without new content at least every week can lead to decreased rankings.
There’s no debate over whether content matters (if it didn’t matter, 6 million blogs wouldn’t be posted daily), but you might have questions about WHY it matters. We have answers.
4 Ways Content Creation Impacts Your Website
1. It improves your website’s freshness
Websites are crawled in search of new content for ranking purposes. No new content? No new crawling. This means that your content will be deprioritized when it comes to ranking. Think about it, would you rather read a blog that was posted or recently updated or one that hasn’t been touched in years? If your industry is constantly changing, outdated content will lead to being left behind on SERPs. You’ll notice this first in fewer sessions to once high-performing pages. Sessions aren’t the only goal of content, but they are essential to achieving that ultimate goal: conversions.
2. It introduces new keyword targets
Optimizing blog content also means that new keywords are being targeted with your latest content. With a limited number of posts on a non-updated blog, there are only so many keywords your brand can target, further reducing your chances of ranking at the top for these keywords. Implementing new content adds to the list of keywords you’re targeting and increases your chance of ranking high on SERPs. This doesn’t mean that you should throw out spam content, though. Freshness and targeted keywords are only part of ranking. Content needs to have value to readers for Google (and the other search engines) to rank it well.
3. It makes content shareable
Another major factor of regular blog posting is shareability. Blogs are more likely to be posted on social media or emailed to a friend than service or product pages. It makes sense because of the conversational and informational tone of blog content. Fewer blog posts mean fewer opportunities for your brand to be shared and engaged with.
4. It establishes brand authority
Lastly, content (whether on your site, social media, or even a pamphlet handed out at a tradeshow) should have the consistent goal of establishing your brand as a thought leader. The more content you put out about topics within your industry, the better chance you have to share your team’s knowledge. Consistent, informative content will build brand trust and authority, which translates to conversions over time.
Frequency doesn’t always mean expertise, though. Having two high-quality blogs a month will always be better than eight low-quality blogs.
More Reasons to Freshen Up Existing Site Content
There are more advantages to updating old content, too. instead of trying to replace older blogs with new content, you’ll avoid cannibalizing keywords you’re already targeting. By refreshing past content, you can keep the valuable portions while improving your overall SEO goals with better keyword selection, more up-to-date or evergreen copy, and more.
Refreshing content that already holds organic rank allows marketers to not only retain those valuable keywords but utilize paid search to dominate the SERP.
What If I Don’t Have New Content Topics?
Fresh content doesn’t always have to be new.
Blogs written with the most up-to-date information in industries that are constantly changing can be dated or inaccurate in a matter of months. Instead of writing brand-new content about that topic, a focus on “content refreshing” can help with your site’s “freshness.”
Maintaining hard-earned brand authority can be done in several ways:
- Updating industry terminology
- Linking to newer, more relevant sources
- Adding internal links to related new products or services
- Meeting new Google best practices, such as title tag or meta description formatting
How Do I Know Which Blogs to Optimize?
High-value blog posts should be updated yearly. Focus on optimizing posts that are central to your business for different reasons, including:
- They rank for transactional or commercial keywords
- Focus on topics that change and evolve (such as technology, fitness, law, and other changing industries)
- Generate a large number of organic sessions
- Average high-quality engagement metrics, including conversions
Reviewing content for optimization shouldn’t only focus on your content, though. Look around your industry to identify content gaps that should be addressed. What are your competitors ranking well for? Do you have content about that same topic?
Prioritize and Optimize
Many marketers subscribe to the 80-20 rule for balancing their content workload. Focus 80% of your time on creating new content, with the remaining 20% dedicated to blog post optimization and refreshing past content. This guarantees that some of your content efforts will go to the content refresh that algorithms are after.
Overwhelmed By Posting? Let Us Help!
Content creation and optimization require a lot of effort. Luckily, it’s what our content team lives for. At Oneupweb, we have a group of dedicated experts who can help you write, refresh and even schedule content to go live. Let our fully integrated team of marketing professionals handle the heavy lifting. If you’re ready to make content creation and optimization simple, contact us online or call (231) 922-9977.
