Online Marketing Frequently Asked Questions: How Often Should I Be Blogging and Emailing?

by | Jul 24, 2015

If you are engaging in online marketing, then you understand the importance of content. But you may not be sure about how frequently you should be blogging and emailing in order to generate results with prospects and search engines.
The first point is that you must be committed to continuous content development; posting blogs and sending emails sporadically won’t cut it. You need to regularly blog to improve audience engagement and search engine rankings, just as you must execute email campaigns on an ongoing basis to be relevant with customers and prospects

How Often You Should Post Blogs

Make an effort to update your blog at least twice a month.  The content should demonstrate your industry expertise, and include appropriate, targeted keywords for search engines.
Frequency will depend on the type of content; here are some good rules of thumb:

  • News and Event Posts: Blogging is one way to share news and promote events you’re holding or attending. Whenever something comes up, blog about it.
  • Educational and Informational Posts: This is your base blog content. At least every other week, you should publish posts that educate your audience about an industry-specific topic. Sharing important information or insights on a consistent basis will create faith in your knowledge and prove that you are a subject matter expert.
  • Epic Content: You should post epic content (videos, case studies, or long and detailed blogs) three or four times a year. Developing this type of content is more time-consuming, but your audience, and search engines, will gravitate to it. These posts are more frequently shared, viewed, and indexed by search engines than regular posts, according to a 2014 study by BuzzSumo.

How Often You Should Email

In general terms, sending an email to an opt-in list once per month is a good starting point. Monthly is a good level of frequency for your “bread and butter emails”; information that prospects and customers deem informative and helpful.
Depending on email content, you may want to send them more frequently:

  • Promotions: If you have new and enticing offers, these emails can be sent more frequently; as an example whenever you are running a promotion. Customers and prospects never get tired of deals.
  • Customer Updates: Send a monthly email that updates your customers about business and industry news. If an update is urgent (perhaps an aspect of your business is about to change) don’t hesitate to deviate from a monthly schedule.
  • Prospect Outreach: To increase close rates, it’s best to send prospects relevant information when they are initially investigating your products or services. As an example, if someone gives you their email address through an opt-in form, send them an automatic welcome email that highlights your offerings. Then depending on the length of the sales cycle, follow up with regular emails that continue through the decision-making process.  

High-quality content engages customers, captures the attention of prospects, and gains favour with search engines.
You must balance too much with too little; too much may alienate your audience, too little won’t make an impact. Whatever is appropriate for your situation, just make sure you stick with it. Consistency is critical to success.
>> Core Online Marketing is an outsourced online marketing company with expertise in email marketing, content creation, content distribution, SEO, and other online related services! Contact us or sign up for our free online marketing seminar.

Like this post? You’ll also enjoy:

Ben Molfetta
Latest posts by Ben Molfetta (see all)