Every brand knows that content has become the lifeblood of any modern marketing strategy, and there are few better ways to get your point across and provide real value than by running a business blog. According to HubSpot, over two thirds of businesses saw substantially increased profits once they launched blogs. The great thing about the blogging platform is that it presents an excellent opportunity to build authority and brand recognition by offering the sort of genuine value that today’s consumers have come to expect. Nowadays, businesses large and small are maintaining blogs spanning just about every niche imaginable.

Blogging certainly isn’t the easiest way to increase your brand’s reach and, if you’re outsourcing the work, as most companies do, it can also get quite expensive. As such, it’s crucial that you don’t simply jump in without a solid plan. Your plan should consider one of the most important but overlooked factors of all, that being the frequency and timing of your posts. Given the hard work and money involved in building a successful blog, you’re going to need to be sure that your content receives maximum exposure. After all, a bad posting schedule can quickly kill the effectiveness of any business blogging strategy.

Unfortunately, there’s no easy answer regarding the frequency of posting. Businesses are told over and over that they can never have too much content, but this oft-repeated mantra doesn’t consider that quality is by far the most important factor. There’s absolutely no point, for example, in publishing what Google describes as ‘thin content’ just to meet your weekly blog article quota. In other words, you should only write if you have something to say and never just to fill up space on a page. That being said, there is a minimum, and even if you are publishing top-quality content, only doing so once or twice per week is not likely to achieve much.

HubSpot found that B2B business bloggers posting upwards of 16 articles per month received around 3.5 times more traffic than those who posted less than four per month. In the case of B2C companies, the difference was even more pronounced. However, it’s also important to remember that there’s much more to measuring business-blogging success than traffic alone. It’s whether your posts actually drive conversions or not that really matters. Nonetheless, there’s no doubt that the more quality content you post, the better. There’s not any upper limit either, since engaged blog followers always want more.

It is crucial that you do regularly update your business blog frequently enough that your audience remains engaged with your content. By posting four or five times per week, you’ll be in a much better position to attract repeat visitors. Consistency is even more important, since your repeat readers will come to expect regular updates throughout the week but, if you disappoint them, they’ll probably start looking elsewhere. However, just because you have a regular posting schedule doesn’t mean you need to think up new topics and have new content written at specific times. To manage the workflow more effectively, it’s often a good idea to have a backlog of evergreen content ready for publication.

When it comes to business blogging, the most important thing to do is set a realistic schedule that your writing team can stick to. There’s nothing wrong with starting small with just one or two posts per week but, once your readership starts growing, it’s wise to aim for four or five posts per week.