If you’re a small business you know how important blogging is to getting more clients and customers. Inbound marketing, when done correctly, can be more effective than Super Bowl ads in generating leads that convert to sales.
But maybe you’re wondering how many blog posts you really need to publish every month in order to be effective in targeting your audience.
I mean, after all, we’re all saturated in content, right? Do customers really need more content in their lives, or just more of the right content?
It’s tempting to think less is more when it comes to blogging. After all, you’re either trying to create fresh articles yourself each week while running a business or you’re paying someone to create content for you, which is marketing dollars you’re spending every month.
But looking at the data from HubSpot tells us that small businesses get 2x more traffic when they blog 11+ times a month compared to small businesses who only post once a week. If you’re looking to generate more leads for your business, you may want to consider stepping the blog post schedule up.
- You get in front of your target audience more often. Research shows that people want to do business with companies/brands they know, trust, and like. Continue offering them more quality content, and you’ll become their go-to brand when they: want someone familiar to provide healthcare for themselves or their loved ones, need to purchase supplements, or are searching for everything from green cleaning products to healthy snack options for their child’s soccer team.
- (Niche) Content is King. Your audience is inundated with advertising. Forbes estimates that we are filtering out between 2,000-20,000 ads a day, resulting in “ad blinders,” meaning we’re no longer paying attention. At the same time, general consumer magazines and newspapers are folding because we’re able to get highly specialized information online from experts like you who are sharing it with us for free- and we’re mutually benefiting from the exchange. Your target audience gets the information they want and crave, in digestible sound bites delivered to their inbox every month, and you get in front of your ideal client on a regular basis without spending thousands on advertising. Instead, you get to be a thought leader, positioning yourself as a brand or company who can help your reader solve their problems. It’s a win-win.
- You instantly learn where to focus your efforts. Want to know which direction to take your practice or which products your customers find most useful? Ask them! You don’t have to wait for analysis to report on current trends, or hire someone to do your market research. You can simply read the comments on your blog, social media, or ask directly for feedback in your next email newsletter.
When it comes to providing quality content, think more is definitely more, up to a point. Having trouble coming up with more blog post ideas? Read on:
Create a Content Calendar
I recommend creating a Content Calendar to all of my clients. As a journalist, I used a magazine’s Editorial Calendar, usually found in their media kit, to see where my article idea would fit in their features package. Editors use them to schedule content, plan for advertising topics, and make sure they mix in evergreen content with current trends that their readers look to the magazine to cover.
Companies need Content Calendars too. If you’re an integrative health practice, you have several ideal patients you’re trying to reach with your blog. You don’t want to alienate the 50-year-old woman going through menopause by repeatedly covering pediatric topics, and similarly, you don’t want to only cover industry news when you could be incorporating evergreen content that gets bookmarked, shared, and referenced often, leading to more patients a year from now as a result of one useful blog post.
So what is a Content Calendar and how do you create one? By now, you probably have a good idea of what I’m talking about- a yearly plan that lists all topics relevant to your small business scheduled by month to make sure you have enough variety in article type, audience you’re targeting, and a good mix of evergreen and trending ideas.
How do you schedule trending ideas a year in advance?
By keeping the topics general enough, you leave room to create articles citing the newest study, interesting news, and hot conversations trending on social media to keep content current.
While larger companies with a marketing team will need a more complex Content Calendar to account for multiple hands on the project, smaller companies who outsource their blog’s content to freelancers or write blog posts in-house can use a simple chart with a list of topics to cover for each month and brainstorm general ideas to cover in the coming months.
Dont forget to include:
- Commemorative Days. Every business providing health services and products will want to include Rare Disease Day, World Health Day, and other important days in their schedule to bring awareness and offer expert insight.
- Holidays and Observances.
- Industry Conferences, Trade Shows, and Expos.
- Topics that come up regularly on social media.
Creating a Content Calendar may only take a few hours if you already have a list of topics in mind from your patients or audience. It’s a highly useful tool that can help you create more content- and win 2x more customers and clients.