In my 13 years of blogging, I’ve been asked this question countless times: at my workshops, in conversations with clients, here and there on social. And it makes it more confusing when you get different answers from the “experts.”
‘This scenario happens with store owners as well. And bloggers who are trying to monetize their site. In fact, store owners often struggle with the decision to even have a blog on their site.
As you may know, I have always felt that quality and consistency are better measures than the number of posts you write. We have talked about how Google likes to see fresh, consistent content on your site. They have not changed much in this regard. And of course, don’t forget your readers; they want content they can depend on.
So How Much Should You Blog on Your Online Store Site?
There are still no right or wrong answers. But these four guidelines will help you think about your own strategy.
1. Don’t Be Envious of Someone Else’s Daily Blog Posts
There are many reasons a blogger may choose to blog daily. And often when they do, they create shorter posts. Makes sense, huh? Others do it primarily so they can wear the “daily blogger” badge. Regardless of the reasons (and most daily blogging attempts come to an end at some point), Whatever the case, these bloggers are not special, nor are they necessarily better bloggers than you. So don’t become envious or compare yourself to them.
If you have a team that can help with getting content out daily, go for it— as long as it doesn’t affect your other efforts and distract your readers from ordering your products. Bottom line? Let the daily bloggers do what they do and you do what works for you.
2. Consider the Reason You Are Blogging
You likely will blog for various reasons when it comes to your online store: to grow traffic, build a brand, tell customer stories or even talk about new, innovative products you have in the pipeline. Whether it’s one of these reasons, or a mix of all of them, consider your audience and your goal.
If you want to drive traffic, then yes, more blogging will help. Storytelling from customers can be scattered sporadically. Posts of your products should be select, and few and far between so readers do not feel you are shoving sales pitches at them constantly. Do what works for you and your team to keep your store running smoothly.
3. Don’t Find Fillers and Don’t Set Your Expectations Too High
One of the traps for new store owners can be setting their expectations too high at the start. They tell themselves that they will blog three times a week. Their intentions are good and they know that it’s important to create content that helps their readers. But when push comes to shove, the pressure builds up. They start filling that schedule with so-so content only to keep up the consistency.
That does nothing but sends the wrong message to your readers.
4. Be Realistic
I’ve talked a lot about whether you should have a blog or not. And no, I don’t believe everyone needs one. Sure, there are tons of benefits, but be realistic. Do you have the resources—both time and content ideas? Does the thought of blogging make you break out in a cold sweat? Do you feel pressured to blog a lot? Think all of this through and find your sweet spot.
In the end, do what works for you. Blogging is a great marketing tool. Use it wisely, and don’t worry about what others are doing. Remember, your blog is all about the end users, your readers. Making sure you bring them your best will depend on when and how often you can provide it.
Anything else may hurt you.