When and how much to publish on the company blog

by Digital Marketing E. Online Marketing Professional

The complete guide that will help you understand when and how much to publish on your company blog and increase the pool of your users.

Who owns a company blog or who intends to open one , often wonders: is there a better day or time to publish the posts so that they have more visibility and guarantee more traffic? And how many posts a week do you have to insert? Let's find out together if and how it is possible to answer these questions related to the frequency of publication of content within a company blog.

When to publish on the company blog?

Understanding on which day of the week it is more appropriate to publish posts on the corporate blog is a complicated undertaking because there is no fixed rule valid for each project. That said, as regards posts related to more purely "professional" topics, midweek traffic (ie, when people work) tends to be higher than the weekend . For some specific sectors, however, such as gardening or cooking, on the contrary, it may be advisable to publish posts on the company blog during the weekend, when people have more free time to devote themselves to these activities.

As regards, however, the best times to publish on the blog, it is necessary to make a double reflection: publishing posts in the hours when users are most active (i.e. during the day and, more specifically, in the morning ) guarantees more potential visitors and interactions, but you have to deal with greater competition and higher levels of Bounce Rate. On the contrary, publishing in the evening and at night ensures less competition, albeit in the face of a smaller audience. The testing and analysis of the results is, in this case, very fundamental.

The editorial calendar helps those who own a corporate blog to understand the best time for posting. The most useful advice is to create a fixed appointment , in order to create expectation in the public and make users wait with curiosity for the publication of new content.

How much to publish on the company blog?

There is no precise rule useful to clarify how many articles a blog must have and how many posts must be published in a week. A higher publishing frequency guarantees more traffic and leads, but the quality must always prevail over the quantity. In fact, a new content must necessarily comply with some quality standards in terms of SEO writing and be part of an editorial strategy , so that each new post intercepts specific user needs.

Increasing the frequency of publication to get more traffic can become a double-edged sword if this trend is taken to the extreme: the risk is to overlap on some search keys with articles already published on the blog, sparking internal competition penalizing. Rather than publishing new posts on the corporate blog with the risk of being redundant, therefore, it may be more useful to limit the publication of new articles and focus on updating the old content already present on the corporate blog.