There are two common questions asked by most new bloggers: What’s the ideal length for a blog post and how often should we publish? It can be frustrating when the answer is typically, “It depends”—because, well, it does depend. However, there are a couple of key points to keep in mind when you begin blogging and figuring out what schedule works best for you.
More is not necessarily better
It makes sense to guess that the more content you’re pushing out, the larger audience you’ll attract, the more views you’ll get and by proxy the more business you’ll generate. While that all sounds great, biting off more than you can chew can lead to burn out. Nobody wants that.
To be a good blogger, you have to want to blog, it needs to be something enjoyable. Coming out swinging usually isn’t maintainable. Once a week seems to be a reasonable sweet spot, anything more than that can be challenging—at least in the beginning.
Bloggers like Bill Marler are usually an exception to the rule. Bill can churn out multiple blog posts a day for any of his 12 blogs and has even likened his blogging to showering—just a part of a day’s routine. If it ends up working out that way for you, fantastic, but don’t put so much pressure on yourself.
Now, if you’re starting a blog at a large firm with a big practice group, multiple times a week can be feasible since you won’t need one person to produce all that content. Again, we come back to that “It depends” answer.
Consistency is key
Whatever schedule works best for you, the most important thing is to stick to it. People like routine, especially when it comes to consuming content. Popular podcasts and TV shows air on the same day and at the same time for a reason—if they didn’t, they wouldn’t have as large of a following.
Your readers should know what to expect from you, whether that’s once a day, once a week or even once a month. This is why we emphasize starting out slow, so you don’t lose that schedule. If you find yourself inspired one day and knock out three posts—keep them on the back burner. Save them for a rainy day.
Peter Mahler who runs one of the most reputable business divorce blogs—New York Business Divorce—has been publishing every Monday morning for the past 13 years. It’s part of the reason why he has such a large following:
“There’s a core group of loyal readers (mostly lawyers and judges), not even prospective clients necessarily, who have come to expect it. Some have told me that the first thing they do when they get up on Monday morning is take a look at my blog.”
Obviously, it takes some good reporting and writing too, but if you want to grow your audience, it’s best to stay consistent.
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For more information on blogging fundamentals, blogging strategy and social media, check out the LexBlog Resource Center.