Am I Blogging Enough? Quality vs Quantity in the Blogosphere
Image by Werner Moser from Pixabay
I write a lot of blog posts. In my current full-time gig with CIPR Communications, I crank them out, and I’m also writing a considerable amount for my freelance clients. I’ve tried to not let my own website become an afterthought, but it’s been a challenge. At the end of the day, I just don’t have much more writing in me after I’ve been doing it all day.
When I first launched this website, I ambitiously set about pumping out a blog post every week. Over the long run this proved unsustainable, especially in my new work reality. I didn’t put out a single post here in July and then only one in August—and that one was a repurposing of an essay I had put out on Medium ages ago. Then in September I put out two. Two a month now seems to be doable.
So why do I even bother with this blog? Well, in addition to being a place where I can publish my thoughts on topics that don’t belong elsewhere, it’s good for my website to have new content added to it on a semi-regular basis. Today’s SEO is smarter than it once was, and Google rewards sites that keep their content fresh in terms of page rankings. Also, I just like having a platform that is mine and mine alone.
Over my years as a writer and content strategist, I’ve often been asked how often one should put out a blog post. This question often morphs into another debate, namely one of quality versus quantity in blogging.
Clearly, both matter. If quantity was all that mattered, people like me would have been out of a job ages ago as AI can now do the job way faster. At the same time, an obsession with quality can get in the way of frequency of posting, thereby incurring negative consequences to one’s website.
Here are my thoughts on quality versus quantity in blogging as well as strategies on striking a balance between the two.
The Case for Quantity: Consistency is Key
When you blog frequently, you increase the chances of being noticed. Every new post represents another opportunity for your content to be discovered via search engines, social media, or word of mouth. As I mentioned earlier, Google’s algorithms favour websites that consistently publish fresh content. It signals that the site is active and relevant.
For businesses, consistent blogging helps build brand authority and trust. A well-timed blog post can serve as a touchpoint for prospects who may be researching products or services. The more frequently you blog, the more opportunities you have to address various questions, concerns, and topics your audience cares about.
Additionally, the more content you create, the more data you generate to assess what resonates with your readers. Some posts will gain traction, while others may not, and having a high volume gives you more insight into the types of content that work.
The Risks of Prioritizing Quantity Alone
Publishing more frequently can also mean a drop in content quality if you aren't careful, especially if you’re relying on ChatGPT to do your heavy lifting. If posts are rushed or not well-researched, they can turn away readers, harm your reputation, and even lead to a decline in search engine rankings. In a time when people are bombarded with content, subpar posts can easily get lost in the shuffle—or worse, drive readers away for good.
When prioritizing quantity, it's also common to lose sight of your long-term goals. Blogging should serve as a way to deepen your expertise and brand, not just churn out articles for the sake of it. Always ask yourself if you’re adding value by putting out a particular blog post. If the answer is no, you should probably wait until you have something better to put out.
The Case for Quality: Depth Over Volume
The case for quality is fairly obvious. Focusing on quality ensures that every post you publish adds significant value to your audience as opposed to birthing blog posts for their own sake. High-quality content takes time to research, write, and refine, but it results in more meaningful engagement with readers. When someone stumbles across a well-crafted blog, they’re more likely to share it, bookmark it, and come back for more.
Quality content also tends to rank better in search engines. Google’s algorithms prioritize value-packed, well-written posts that genuinely address users' queries. Detailed guides, in-depth analysis, and thoughtful commentary can drive organic traffic to your site long after the initial publication, which makes it worth your while writing content that will stand the test of time.
Furthermore, a smaller collection of high-quality posts can better showcase your expertise. It positions you as an authority in your field, whether you’re blogging about high-yield investments or web development frameworks on Mongolian shamanism. Every post becomes a polished reflection of your brand, leaving readers with a lasting impression.
The Risks of Prioritizing Quality Alone
That said, putting too much emphasis on quality can slow down your publishing frequency—with this very blog being a case in point. This is especially risky in a fast-paced digital world where readers expect regular updates. If you wait too long between posts, even high-quality content might lose momentum or relevance. People tend to forget websites that don’t update frequently, and they’ll quickly move on to sites that provide a steady stream of fresh content.
Producing only a few stellar posts might also limit your reach. While you’re working on that next great article, your competitors may be saturating the web with content that, even if not as refined, attracts readers simply because it’s there.
Striking a Balance: How Quality and Quantity Can Coexist
The solution to the "quality vs. quantity" debate lies somewhere in the middle. You don’t need to publish every day, nor should you spend months labouring over a single post. A successful blog often strikes a balance between consistency and depth. Here’s how you can manage both:
Create a Content Calendar: Plan out your posts in advance, allowing room for both quick updates and longer, more detailed pieces. This ensures that you have a steady flow of content without sacrificing quality.
Prioritize Evergreen Content: Focus on producing content that will remain relevant over time, like tutorials, how-to guides, or expert insights. These high-value posts can generate long-term traffic and make up for periods where you post less frequently.
Mix It Up: Not every post needs to be a 2,000-word masterpiece. Some topics can be covered effectively in shorter formats, while others may benefit from deeper dives. By mixing shorter posts with more comprehensive ones, you keep your blog fresh and engaging while keeping your readers guessing.
Repurpose Content: Quality posts can be repurposed into social media snippets, podcasts, or even updated for new relevance down the line. In my case, I’ve repurposed several older posts that I originally wrote for Medium for this blog. Doing this not only stretches the value of each piece but also keeps your blog active without requiring constant creation.
Outsource or Collaborate: If you’re struggling to meet your content goals, consider hiring freelance writers (hint hint) or collaborating with guest bloggers. This helps maintain a steady publishing schedule while freeing you up to focus on the quality of the posts you write personally.
So, Am I Blogging Enough?
For me, the answer is probably not, at least not in recent months, but I’m working on it. For everyone else, it’s not so much about cranking out X number of blog posts at a specific word count every week or month as it is about finding a rhythm that works for your goals and audience. Whether you publish weekly, bi-weekly, or monthly, the key is to stay consistent while ensuring that each post offers genuine value.
In the end, it’s less about how much you blog and more about how much impact your blog makes. In the end, it’s all about reader engagement and retention. If you’re successfully growing your audience and getting good feedback on your blog, you should probably do more of whatever you’re doing. If not, you might consider upping your frequency, or shifting topic areas, or both.
One final note: What I do here I do for free, with no ads or monetization or anything. For more on how to optimize a blog for generating income, see this excellent post by Madeline of Cappuccino and Fashion, which covers much of the same issues as this post but in somewhat greater depth. And for those needing some extra help on the blogging front, please contact me. I’d love to write for you!
