What’s the best blogging schedule for your eCommerce store?
It depends, but there are a few factors to consider.
Today, I’ll break down the best way to choose the right posting frequency for your eCommerce content. Let’s go!
Why content quality matters more than quantity
For most content marketing—eCommerce included—the type of content you publish matters more than how often you publish.
It’s the 80/20 rule in action. A few types of content marketing will outperform everything else. And publishing two or three or ten times as much underperforming content will not deliver the same results as great content less often.
Another major factor is your promotion strategy. Only SEO behemoths can get content to rank automatically. The rest of us need promotion.
It’s easy to say you’ll publish an article once a day. But will you have enough time to promote it effectively?
There is no perfect content schedule that works for every eCommerce store. I recommend choosing one based on the below factors. And as you learn what works best, adjust it as needed.
Key factors in choosing a content schedule
You should keep in mind three main factors as you plan a blogging schedule for your store.
Factor 1: Your goals
What are you trying to achieve with content marketing? Brand recognition? More traffic? Stronger rankings for product pages? Social media sharing?
There are plenty of reasons to use content, and each of them works on a different schedule.
For example, dividing content up over a month gives you a stream of something fresh to publish. But if you want content to rank in search engines, the sooner you publish, the better.
Factor 2: Your user needs
What purpose does your content serve?
For example, a consistent publishing schedule matters a lot for routine content but not so much for resource or reference content.
Factor 3: Your resources
Finally, your resources can limit even the world’s most perfect posting schedule.
Are you creating content yourself? Do you have a team? Are you managing freelancers? Do you have a content agency onboard?
Content is time-consuming. Plan for a minimum of three hours per article if you or your team is in charge. Most freelancers can write 1–3 articles per week, with a 1–2 week turnaround time. Agencies can scale to many pieces a day but typically have lag times of at least a few weeks.
Look at your budget and cost-benefit analysis. If it’s up to you or your team, what’s getting pushed aside to make room for content? If you’re hiring freelancers, who’s managing them, and what’s your promotion strategy? If you’re using an agency, are they focused on low-hanging fruit first?
And finally, how is your promotion budget divided? Regarding paid ads versus SEO, I recommend stores start with mostly ads and add content marketing only when ads are profitable.
How to find the perfect schedule for your store
The only way to find the perfect schedule for your store is to keep testing.
And the only way to keep testing is to pick a schedule and stick with it. Review the three factors above, and choose a posting schedule that works for you. Only give yourself a few minutes to make the decision.
Then you’ll want to stick with that schedule for 1–3 months. Consistency is the only way to get enough data to see if your experiment is working.
A month works if you’re publishing once a day since you’ll have 30 data points. If you’re going to publish weekly, three months will give you 12 data points.
If you see good ROI—meaning your goal progress justifies the resources you’re spending—keep going. If not, adjust and try again.
And if you want some help planning a content schedule, let’s talk.