When I started blogging (back when I was writing about makeup and boys and concerts), I was publishing a brand new post almost every single day. There was no strategy. No attention paid to word counts or headings or post titles. I began blogging at a time when most people wrote about their lives and it was more like a journal than a marketing platform.
But now that my blog’s purpose is to help grow my business, daily posts just aren’t necessary or a great use of my time. Here’s why . . .
Writing takes time (obvs.)
This means unless you’re a full-time writer doing NOTHING but blogging, you’re looking at either a bunch of short posts or one or two longer, more in-depth pieces. For me (and Google), longer is better. My readers can come to one spot for complete step-by-step information on a topic instead of hopping from blog to blog picking up tips and advice. If I were only providing a portion of the info, that would dilute my chances of being the go-to person on any topic.
And since Google is always trying to rank the posts with the most accurate information at the top, it ranks long-form posts higher than those with just a few hundred words.
Plus, there is more to blogging than just writing a few paragraphs, slapping a photo at the top, and hitting publish. You need to be building an email list, you need to be promoting your own stuff, you need to create branded images and be active on social media. If you’re trying to write seven posts every week or even just four or five, you are taking time away from other valuable audience growth methods.
People probably won’t read every single thing you write
One issue I hear often from students is that they’re constantly reading posts and emails, taking courses, buying books, and they never have time to sit down and work through anything start to finish. In fact, when I sent a survey to my email list to find out why some people clicked on everything related to a course but never made a purchase, the number one issue was (of course) cost and the number two…time.
Let your blog content marinate for a minute, especially if the info you’re sharing will take a few days to work through. If you’re blasting off recipes or DIY projects on the daily, it’s unlikely even your most voracious readers will be able to keep up.
If you’re just starting out, you can still build slowly because it’s unlikely you’re going to launch to a massive audience anyway. You’re better off getting to know your audience as you grow and use their comments and questions to build better content. I don’t know about you, but I’d rather have 5 posts that my people LOVE and are excited to share than 50 posts they kinda skim through.
But this doesn’t have to mean that your traffic gets a boost only on the day you’re publishing something new. You can increase a post’s lifespan by writing evergreen content and promoting it multiple times during the week it’s published and then again every couple of weeks. (Or every couple of months if you’re like me and have 1k posts hanging out in your archives.) I generally tweet a post 3 times the day it’s published, 1-2 times every day for the rest of the week, and then let the Revive Old Post plugin take care of tweeting content from my archives.
Posting less can also help calm the panic that you’ll run out of things to write
Most beginner blog students have a hard time narrowing their niche and launching their blog because they’re worried about running out of things to write about. They imagine blogging for a few months and then suddenly having that waterfall of ideas completely dry up. And it’s not a crazy thing to worry about – unless you have a team of contributors, you probably will run out of post ideas faster if you’re blogging every single day than if you’re blogging a couple days/week.
If you’ve joined this week’s Content Planning Challenge, you’re going to end up with 52 blog post ideas, which should be enough to last you the entire year. But if you blog multiple times a week or every day, you’ll run through all those ideas in just two months. #justsayin
Some of those post ideas can be used for social media posts or emails
If you do happen to be one of those people with a constant stream of new ideas, you can always use them in other places. Personally, when I come up with a new post idea, it might end up on my blog, sometimes it goes into an email, sometimes I write a quickie version for Instagram or use it as the jumping-off point for a live video. All of your ideas don’t have to turn into full-on blog posts. And all of your ideas that go into email or social media can still turn into blog content later on.
A couple weeks ago I wrote an email about blogging backwards. That is, turning an idea into social media content first and then picking the posts that saw the most action and turning them into blog posts. If you hit it big with an idea in one spot, you can always repurpose it elsewhere.
You need the in between to refuel
One last (no good, very bad) thing that blogging every day leads to…burnout. Ideas and motivation are replaced with binge-watching Netflix and feeling bad for not being interested in work. And then feeling even worse for feeling bad in the first place. Burnout is so fun, right?
Like any business or hobby, you need space in between the doing to let your brain + body refuel. To let your mind wander and experience actual life. You need to step away from your computer and talk to other people and watch movies and read books and listen to podcasts before you can come back and create something new.
I know it seems like this blogging + online business stuff is a mad rush to be the first, the best, the brightest, and most brilliant, but it’s totally OK to slow down. You can take the time to get to know your audience, and you’ll end up writing better stuff that way.