There’s a thin and very high wire the business blogger must traverse. At one end awaits the mighty search engine whose attention you must capture as often as possible. At the other end, your busy readers are pacing. They want to read your content, glean an epiphany or two and still have time to get to the post office before it closes. One slip of the keyboard can send you tumbling endlessly into a blogosphere devoid of both. How does the business blogger find the happy balance between blog consistency and post overload?
The accepted norm for business blog posts hovers between one and three posts per week — enough to pique the interests of the major search engines without alienating your readership. There are two main points to keep in mind:
Don’t Bury Your Subscribers
No one wants to wake up to a mailbox full of company posts. Even if you have top writers creating content that’s lively and packed full of juicy business pointers — if you inundate your readers with 50 posts over a two-week period, there’s a high probability that you can kiss the majority of your subscribers goodbye.
You’ll gain the attention of major search engines with every post, but remember to balance this against the loss of 200 loyal readers.
Stick to a Schedule
Darren Rowse at Problogger has done significant research on the effectiveness of business blogging. He recommends bloggers, “Find your blogging rhythm and stick to it.” Often bloggers start out all fiery and inspired, pounding out two posts a day, only to lapse into silence a month down the road after they’ve exhausted their vocabulary and keyboarding skills.
Nothing disappoints your readership more than your disappearance from the planet after weeks of posting engaging content. Don’t let this happen to you.