The mission of each website is different and so are the updating requirements. You can’t expect a corporate blog to be updated as often as a regular blog or a regular blog as often as a news or sports blog.
I had the opportunity to work with clients in various industries and helped them with their website updating and blog management and in their majority, web properties can be classified in the following categories:
Sports / Fashion / Celebrity / Tech / Lifestyle / Financial / Newspaper / Magazines In this category I added websites or blogs that deal with trending topics.
For these websites updating with new information several times per day is crucial for their success.
There is no limit to the number of updates and generally the more the better. Most of their visits are coming from repeating visitors, social media and Google news.
Postings are usually short and to the point and contain a lot of images.
Normal Websites / Blogs This category includes blogs like the one you are reading now. In other words websites that provide evergreen content (content that stays relevant for a long period of time).
In this category you expect to find personal development blogs, how-to style blogs, informational blogs, wiki, marketing, weight loss, studies, analytics, travel tips, reviews and many more.
As a rule of thumb 3 updates per week are more than enough, there is no need to update daily unless of course you have the resources to execute such a task.
Corporate Website / Blog These are business websites that showcase a company and the products/services it is offering.
They are among the most difficult types of websites to update frequently because once the initial setup has been made and information about the company is published, you don’t have anything useful to publish.
Fortunately there is a way out and that is to create a corporate blog.
Let me give you a few examples of how a blog can help a business website have useful fresh content on a regular basis.
Law firms – They can use the blog to publish how-to and informational articles (‘What are my rights as a father’) and news on law related topics.
Company selling tyres – Informational articles about the use of different type of tyres, how-to articles related to DIY tyre maintenance.
Investment company – Articles on everything related to the financial sector, from economy news to investment advice.
Online Jobs website – Articles about professions that are trending or in need, how-to articles (‘How to prepare for your job interview’).
These are just a few examples that demonstrate that a blog can fit in almost any niche and industry.
What you need is out of the box ideas and resources to implement blogging correctly.
The same publishing ‘rules’ apply like normal websites, i.e. updating can be 2-3 times per week.
Why most corporate blogs fail: I have blogged many times about corporate blogs and why they fail and although this is not the core topic of this article, I will mention in summary the most common failure reasons:
Not allocating enough resources to make it work (both money and time).
Lack of useful, unique and informative content.
Wrong choice of blogging platform.
Not measuring the effectiveness and ROI from blogging.
Not giving it enough time.
Bad choice of article titles.
Not doing enough keyword research.
eCommerce Store Content marketing is one of the most efficient ways to promote your online store and it is not more difficult than it sounds.
Let me outline some examples on how content updating can work for an ecommerce website.
Imagine that you have your ecommerce website fully loaded with your products.
Articles / Videos on how to use your products
Detailed product reviews
Reviews comparing similar products
Articles that are indirectly related to your niche. For example if you are selling engagement rings you can provide blog posts related to weddings, how to propose etc
Announcement about new products, changes to existing products
Announcements about special offers and upcoming events
How often should you update your ecommerce blog? The answer is simple, when you have new HIGH QUALITY content to publish.
For an ecommerce website you need to be careful not to drive potential customers away but to give them content that they need.
If you can do this on a frequent basis that’s even better but I know from experience that this is hard to do.