A couple of decades ago, a more experienced colleague of mine said something that at first blush sounded crazy. Theoretically, he told me, there’s no such thing as sending marketing out to potential customers too frequently.
If you think about it, he was absolutely right. If I send you emails four times a day, after all, and every single one of them makes you money or saves you time, are you ever going to ask me to stop?
My colleague’s wise point simply was when it comes to a marketing function like blogging, focus on quality, not frequency. So, the short answer to your question is blog as often as you have high-value, high-quality content to share — which will convince readers you’re a dependable source of IT expertise — and no more than that.
Establish a Blogging Cadence
If you only publish five times a year, you’ll lose traction and mindshare with current and potential clients between posts. Plus, the pressure of a deadline can be a great motivator for thinking up new topics and making time to write about them.
Rich Freeman
Figure out through trial and error how often you can reliably produce genuinely great content, and then build a regular publishing cadence around that. Twice a week works for you? Great, book time on your calendar to post something on Tuesdays and Fridays. Every other week is better? Schedule your time accordingly.
Reserving time to write and setting deadlines for yourself will help prevent your blog from becoming one of those things you mean to do but never get around to.
Decide What to Blog About
- Keeping up with your established deadlines shouldn’t be that hard — if you’re disciplined about collecting subjects to write about. Here are a few simple suggestions:
- Jot down ideas as they occur to you in a physical or virtual notebook. You’re sure to forget them otherwise and draw a blank when it’s time to write.
- Ask ChatGPT or something else like it for topics. You may have nothing to say about a lot of what you get back, but it’ll probably spark thoughts about better subjects.
- Mine client conversations and your PSA system for topics. What seemingly obvious errors or oversights most often produce tickets? What tech concepts most regularly confuse your customers? What opportunities to improve productivity or increase security do your clients most struggle to understand?
One last piece of advice: if you’re wondering how often to blog before actually starting your blog, my most urgent piece of advice is to get that trial-and-error experimentation going right now.
You’ll make a few mistakes early on, but better that than thinking about launching a blog and never doing it.
Rich Freeman is founder and executive editor of Channelholic. He’s also chief content officer of Channel Mastered, a consultancy for vendors with MSP channels, as well as ChannelPro’s founding editor and former executive editor. Get to know more about Freeman at channelWise.
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