Alexandra Cote 🚀

I’ll just start by letting you know this is going to be a rather long post [and lots of images!] compared to its on-point findings.

I will take you through multiple blogs from all kinds of industries so we can identify primary trends and preferences when it comes to how often we publish articles on our company blogs.

Spoiler alert: There’s no common rule that says companies from the same industry need to opt for the same post frequency.

I’ve chosen my own approach to analyze hundreds of blogs that are actively publishing content in order for us to get a realistic look at what a successful content schedule should look like.

The short version on how often you should blog

Yes, I know you don’t have time to read it all. So if you just want the key ideas of this post, here they are:

👉 Every company has a different content publishing pattern so relying on what your competitors are doing is not a solution. Find your own goals to define exactly what types of posts you’ll incorporate into your content strategy.

👉 Most brands have adopted a blogging schedule based on the resources they have. More in-house and freelance writers = more content.

👉 Companies who are not able to produce written content on a regular basis turn to filling their blog with other media such as podcasts and videos.

👉 Blogs and writers with evergreen content pieces that rank for several years regularly update their articles and even republish their posts to bring more attention.

👉 Blog post frequency remains one of the least important factors to take into account when crafting a long-term content strategy. Consistency, CTAs, quality of research, promotion, and freshness are just a couple of the elements to pay extra care to.

Read on to see exactly how often other blogs post and what kinds of content they prefer to focus on in their strategies. [Plus, a couple of my own secrets. 😉]

So how many blogs should you post every month?

While medium and large companies often have a complete marketing team to backup their content research, startups often have to start their content strategy on their own. 

One of the hardest feats to achieve when creating an editorial calendar without prior experience is to maintain consistency while also catering to your readers’ needs and using content to reach your various goals.

So I’ve used my own expertise and reached out to other content professionals to help you create a winning content editorial calendar from the moment you set up your blog.

I’m taking a systematic approach so you won’t just guess what topics you need to cover and how to create an editorial calendar.

Expectations for creating your first editorial calendar

These are the goals you have or, in other words, what you want to get out of putting effort into content creation. Marketing and business targets in general are closely related. But different startups have different goals so going with the approach your competitors have taken isn’t always the best path to take. 

I’m here to speak only the truth:

Most case studies out there suck.

Even professional case study writers seem to create them just for the sake of delivering something to their clients.

What does a bad case study look like?

It’s just that type of article or PDF file that’s literally a boring interview with your client. Always the same questions, never any true insights.

That’s why most people don’t read case studies anymore. They simply lack value while they focus on shooting their features and services forward all too often instead of educating and teaching readers how to use a product or service. So readers just drop the case study halfway through without even getting to the important part: the results.

I’ve literally gone through all B2B and B2C companies I could think of and selected the ones that nail their case studies.

The guide will focus both on the business and client segments since the mistakes case study writers make are roughly the same. I’ve also included customer success story examples and other unique ways of promoting a client’s results. The goal is the same in all cases.

From over 1,000 brands reviews, only 40 made the cut. Without further ado, here are the case studies that won’t make you yawn:

Mailchimp

Case study tips:
• Stick to sharing only information and details that are necessary.
• Pair everything with a video.

They were my first case study “idols” so I had to start with them.

Customer success stories are everywhere on Mailchimp’s website and social media platforms. On their blog, videos [with their very own original series on YouTube], Facebook page, and other resources.

Let’s take a full look at one of their case studies:

Short. Sweet. Straight to the point.

82% of all travel bookings are made online.

This is all you need to know to understand how important your online email marketing strategy can be for your hotel business.

While you might already be familiar with how important doing hotel email marketing is, it’s now more imperative than ever that you know how to do it right too.

Through this guide, I’ll help you put together a step-by-step guide to creating your next hotel industry newsletter.

The benefits of doing email marketing for hotels

To establish your own goals for your hotel newsletter, you must first consider each benefit of email marketing. This will help you create your first list of elements to include in the next email series you’ll send to your future guests.

Here are the top 4 main benefits of email marketing in hospitality:

Drive revenue, profit, and awareness 😍 for your hotel

An email marketing campaign immediately extends your hotel’s online presence. By starting an email list you’re already creating a straight path to possible guests who are genuinely interested in your hotel or destinations. An email is in many ways similar to a one-on-one advertising experience. You’ve got your potential guest (commonly referred to as a lead) and your offer.

A perfect chance for you to put your best foot forward, highlight unique experiences, and differentiate yourself. All this results in extra revenue and possibly higher profits if you’re able to showcase your top-tier facilities. Add in a couple of contests or just an article that’s worth sharing and you’re instantly boosting the awareness of your hotel.

Some hotels even keep their hospitality newsletters online so you can check any updates at all times if you’re interested.

Note: For an optimal brand awareness campaign, combine your email and social media marketing efforts. Spread the Instagram love!

Showcase unique experiences or accommodation opportunities you offer

There’s a very slim chance that your future guests will check out every nook and cranny of your website for fun events, exclusive offers, optional trips, and all the like. Even more so when guests are working with an agency. They might now even know about that gorgeous room you offer with a private pool and seaside view.

Sending regular emails as a small reminder will help you get all these in front of them.