Before I decided to blog less frequently for the month of December, I viewed the approach with a lot of skepticism. I feared that the momentum I had generated in the past six months would stop. Frankly, the main reason I scaled back is that I had to finish up several different projects in 2015 and needed the time.
I blogged less, and my site grew. Last week, I had full intention of scheduling a post. However, after I saw the amount of traffic my site was generating (my best day ever) with no new post. I decided to wait to post anything until the new website launched.
During December, I published nine blog posts. Two of the posts included free download worksheets, and the final post – Best Blogging Posts of 2015 – featured my thoughts on my most popular posts (an excellent traffic driver). Only two of these posts did not receive any comments – Transferring Domain Names to Another Registrar and Creating Meaningful Portfolio for Your Business. I’m not surprised the domain names did not receive comments, but I am with the portfolio.
My Blogging Less Approach
The reader survey that I ran for the last few months was instrumental in helping me identify what content my readers found most helpful. Most readers look to the blog for business, brand and web tips; they do not come here as a source of inspiration. On Fridays, I use to post client work and mood boards – fluff posts. These posts were shorter in length. However, both the reader survey and my pageviews confirmed that these were not top posts.
I decided to commit to 2-3 posts a week for December, with only one post between December 21st and January 3rd. I had full intentions of posting last week, but I decided to wait until the new site and premade themes launched. Despite my previous post dated 12/28, I achieved over 1500 pageviews per day Monday-Friday of last week, and the launch of the site saw over 2400 daily pageviews on a Friday.
Each post included the following:
- Aligned with Brand Audit series, WordPress, or Freelance Files;
- Included multiple images, Pinterest-friendly images;
- Information-Rich Content;
- Full-post emails went out concurrently to daily subscribers;
- Reference to a free download resource or a new download resource;
- Scheduled social media promotion to cover day of publish and day after;
- Identify similar threads from week to week.
What’s My Plan for 2016
While I have not published anything in the last three weeks, I have been brainstorming, writing, and scheduling posts. My goal is to publish posts three days a week, send out the weekly round-up posts on Friday, and continue the SmarterSaturday newsletter. Since my services approach is changing this year, I’m giving myself more time to dedicate to info products and blogging resources. I will be sharing more insights into this process in the Smarter Saturday newsletter, instead of on the blog.
My other goal is to connect each post together better. In one week, I might right about blog design, branding audit, and freelance files. Different topics, but I would like them to have a similar thread.
The New Year is especially useful for my site traffic. People are looking at improving their brand and their web identity, which is my ideal reader. I believe that this factor is also contributing to my recent rise in traffic.
Action Steps + Key Questions to Ask
Clients frequently ask me how often they should post. My recommendation is set a goal for one high-quality, information-rich post a week. Build a bank of at least five of these posts. Once you have a simple blogging routine established, then add a day. Repeat that approach to what works best for you.