Should you Blog Every Day?
It seems like the prevailing advice for the past few years has been “You are creating content? Good, create even more.”
But does that advice actually work? Is there still such a thing as “Create it and they will come?”
In some scenarios “yes” but in the majority – “No!”
When it Can Work
This post is not going to bash creating daily or regular content. The simple fact is, that if you can create content and get people to engage regularly, then you will form a perfect audience.
They will engage with your content, be loyal and share you content with others.
However, getting to this stage takes time and a lot of businesses are not in a position where they can invest 12, 18 or 24 months into creating their audience before they start seeing results.
If that was the only strategy they worked on, they would not be in business by the time the results started to materialize.
Another place where that strategy can can work well is if you have a quick route to exposure. This means having people within your network who will share your content with their audience, so that you can leverage this to kickstart your own audience.
Using this tactic will still take time. People will need multiple touch points with you, before they become a regular consumer of content. But, leveraging someone else’s trust in this way can get the wheels turning quicker.
When Doesn’t it Work
If you are a business that has limited resources, is a startup or needs to see results in shorter timescales, then focusing on daily or weekly content, is probably going to hurt you rather than help you.
If you have ever tried blogging every day, you will realize very quickly, it takes up a large amount of your time and it makes it very difficult for you to do other things in your business, in order to gain traction and begin to scale.
Having said that, creating content that shows off your unique offering, your thought leadership or what’s special about your brand is a great way to connect with people.
So, what is a “happy medium?”
I would recommend you focus on creating between five and seven key pieces of content around a specific subject. A simple way to think about this is “What would someone who knows nothing about you need to know? What would they need to know next etc?”
In this way, you can create a “content journey or funnel.”
I go into the specifics of a content funnel in this post.
The benefits of this tactic is that you have enough touch points to start gaining interest. You can also control the progress through remarketing, which puts the control into your hands.
In addition it will reduces the timeframe for seeing results.
What if I Can Create Daily Content
If you are ready and want to dedicate time every day/week, for creating content or outsourcing the creation of content, then blogging every day, be that in written, video or audio form, can be a great tool for you to gain exposure into the market.
Just remember, that the results will take longer but are longer lasting once you have them.
You can also improve your results by remarketing to people who’ve engaged with your content over the last 30 or 60 days.
Creating daily or regular content has the potential to build a perfect audience for your business. The downside? It takes a long time. You have to decide whats more important for your business. If you are willing and able to make the commitment then regular content production might be right for you. Alternatively, if you need something that is going to deliver results quicker try our content funnel strategy.