How Often Should Your Ecommerce Website Be Creating Content?

The best answer here is… as much as you can! Each blog post you write has the chance to build up your search engine rankings AND awareness for your business. The more content you create, the more organic traffic you tend to get. Content on your website can serve different purposes, such as bringing in new audiences (awareness), educating the users who are still shopping around (consideration), driving them to make the purchase (conversion), and keeping them coming back for new content and brand information (retention).

Websites with blogs have about 434% more indexed pages than websites without blogs. Why are indexed pages important? Search engines process and store information they find in an index, which is a huge database of content that they've located and consider suitable to show to searchers. So, the more pages you have indexed the better chance of showing up in search engine rankings. A majority of people only look at the first page of search engine results, so building up your SEO strategy should be a top priority to get as many web pages at the top of search for as many search terms as possible. Each time you publish a blog with search engine optimization and a keyword strategy, you are creating a new path to new potential customers.

Even though we all wish we could be pushing out daily content, that is not always realistic for smaller businesses that lack a team of content creators and copywriters. Focus on what's best for your company. If you are a smaller business, that may be creating blogs one to three times a week to post on your website. When you work at a smaller company you may task your head of sales to write about your product, your graphic designers to write about your packaging, or your CEO write about the industry. Make blog writing an easy task by assigning people to write about topics they are most comfortable with!

Larger businesses might have the ability to create daily posts if they have someone who can dedicate their time and efforts to blog building. One common denominator found is that businesses who published more than 11 blogs a month had two to three times the traffic than those publishing only one blog a month. Posting fresh, new content 11 or more times a month can cause a noticeable increase in traffic for B2B and B2C businesses.

After you finish reading this, don’t jump into writing more blogs until you have outlined the goals of your business and created a content strategy. It’s important to blog strategically, not just frequently, if you want to achieve results. Your goal with content creation is to bring a potential customer through the different stages of the sales funnel leading up to their purchase. You want to secure a stable, engaged audience. Once a potential customer has visited your website, you want them to come back and subscribe to your email list and read those, continue on to speaking with sales associates and then potentially make a purchase. Your first goal is to get your buyer to find your website interesting or helpful. You can do so with blogs, research, or reports. Once you get their attention, they need to see that your solution is the best fit. In this stage it's vital to show your audience that you're the experts in your industry with features like webinars or expert guides. It's important to establish trust between the audience and your brand so they will continue to the final stage in the sales funnel. The right offer and content at the purchase stage can have a large impact on your conversions. Building up high value content is a sure way to transform traffic into readers, leads, and then sales.

Once you build a routine, make sure you keep it consistent! The worst thing you can do for your blog is let it fade out. Online audiences need flowing content to stay interested. Keeping a regular schedule for content will also give your online business a professional and dependable appearance. Whether your business decides to post it’s best to post 2 times a week, every other day, or is able to produce content everyday, the strategy needs to be sustainable.

To sum it up, the more consistently and regularly you publish content, the more site traffic you can get. But you need to remember, this doesn’t mean quantity is better than quality! While building up the blog section of your website is important, each post still needs to be skillfully crafted and directed to your audience.