Biz Tips: Q+A: How Often Should I Publish Content to My Blog?

Biz Tips: Q+A: How Often Should I Publish Content to My Blog?

Biz Tip:

Q+A: How Often Should I Publish Content to My Blog?

Q. How frequently should I post to my ecommerce business’ blog?

A. In a perfect world, the answer is a lot. Research shows that:

  • Small businesses that blog generate 126% more leads than those that don’t.
  • Publishing 11+ times per month drives 4x more leads on average.

The ultimate goal is to create a persistent, engaged audience through storytelling. Once a potential customer has visited your website or signed up for your email list, you need to keep them coming back until they’re ready to shop. And consistently publishing (and promoting) high-quality blog posts is the most effective way to do that.

But in our experience working with hundreds of small businesses, we’ve found the publication cadences that work best for brands at each stage of blog growth.

Getting Started

If you’re just getting started with blogging, start small by publishing posts a few times a month.

Awareness
2-4 articles per month

Product-Focused
1 article per quarter

Tribe Building
1 article per quarter

Ramping Up

If you’ve been blogging for a while but want to get more strategic, this editorial cadence is for you.

Awareness
4-8 articles per month

Product-Focused
1 article per quarter

Tribe Building
1 article per quarter

Thriving

If you’re seeing great results from your blog and want to keep building momentum, follow this cadence.

Awareness
8-12 articles per month

Product-Focused
1 article per month

Tribe Building
1 article per month

3 Types of Blog Posts

• Awareness blog posts educate and/or entertain without promoting your products.
• Product-focused blog posts include content like buying guides and product listicles.
Tribe building blog posts connect with your customers’ passions and values.

Easier said than done, eh?

If your budget doesn’t allow for a constant stream of new writing, you can turn to licensed articles to resolve your content calendar quandary.

Licensed content refers to content created by a trusted, professional publisher that’s available for you to use on your own website. This is a great option for small businesses that want an inexpensive way to drive more people to their sites without spending hours researching, writing, and editing each week.​ NewsCred reports that licensed content costs 3x less than original content, and Matcha’s own research has proven that it’s just as effective.

So, to sum it all up: The more frequently you publish, the better. But it has to be quality content with a purpose, and you need a distribution plan to get the most mileage out of it.

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