In today’s digital world, you would be missing a huge marketing opportunity if you did not have a blog set up for your firm. Even firms who originally thought that blogging was a fad and wouldn’t fit in with their firm, their colleagues or their clients, have seen the huge benefits resulting from regular blogging. Think about it. Each time a blog post is published, it showcases your knowledge, your niche, your insight, and drives traffic to your site. It provides an opportunity for potential clients to discover you during a Google search, and gives your current client base to learn something valuable and a chance to share your post across their own social media. All of these things equate to more exposure for your personal brand, and your firm, and an opportunity to connect with those seeking your services.
So, you’ve made the decision to blog (or continue to blog) and now the quetion is, how often?
How much should I blog?
The simple answer is a lot. Studies show us that companies who were able to put out 16 or more blog posts a month attracted 3 times more traffic to their site.
The practical answer is, noone has time for that.
So what should you do?
The trick is to ensure that you are putting out quality over quantity blog posts, but ideally, you are producing a blog that is both high in volume and high in quality content that appeals to your market. Your blog should be part of your marketing campaign, and as you set out, here are 3 questions you should ask yourself while you craft the perfect blog.
1. What is my expertise? If your goal is to blog 3-4 times a week (or even just once a week), you are going to need to generate a lot of high-quality content. Start by brainstorming a list of topics that could be of interest and value to your client base. Bring your team into these discussions and even consider talking to some of your current clients to see what they would be interested in reading. Consumers are given so many choices these days; it would be a smart move to target content directly to your most loyal customers.
2. What is my bandwidth? Producing high quality content regularly requires a serious time commitment. Is this something that you and your firm have the bandwidth to handle in house, or should it be delegated to an outside professional firm?
3. Who is my client base? You don’t have a chance of getting picked up via a Google search or shared on social media if the content you are putting out isn’t relevant to your clientele. In today’s digital world, potential clients are overwhelmed by the amount of content they can choose from. In order for your content to reach your desired clientele, you need to ensure that it is offering them something that they can’t get from anywhere else.
When it comes to blogging, remember that more is better, but quality over quantity always wins. Potential clients are intelligent and they don’t want to be inundated with more filler content.