Blogging can really be a golden nugget of opportunity for engineering firms, particularly if you’re focused on publishing weekly content.
Older data suggested that posting very regularly, up to 16 times a month, brought the best results, but the latest research by Hubspot suggests that publishing no more than 2–4 posts a month is optimal. This is largely because Google (and other major search engines) now puts greater emphasis on the quality of content.
What does matter, however, is your consistency in posting.
Publishing one article a week is a good start and will get you flying in the content marketing world.
But what exactly should you expect when you start publishing weekly on your engineering blog? And how does this help you with your overall business goals?
That’s exactly what I’ll be diving into with this article.
1. Improved brand persona
One of the first things you should expect when posting weekly content is the opportunity to take control of and improve your brand persona.
Like your social media profiles, your company’s website is client-facing. This is one of the first things potential new clients will see when they search for information on your business.
Have you ever googled yourself or your business? Do you know what comes up?
If you don’t take control of your company’s brand persona, someone else will — and it may not be the persona you want.
Luckily, you do have complete control over how you present yourself to prospective customers if you run an active blog page.
Of course, the initial state of your website also matters, but you can use your engineering blog to your advantage and help potential clients learn more about your company.
2. Improved content marketing
A weekly content schedule can form a vital part of your content marketing plan.
In many ways, a blog can form the base of your content marketing, as your can repurpose blog content to create a whole host of secondary content, ranging from videos to post on YouTube, images and reels to post on TikTok and Instagram, links and text excerpts to post to Facebook, LinkedIn, and X, and even paragraphs to repurpose as newsletter content.
By focusing on weekly content for your engineering blog, material for all these other content platforms can be taken care of as well.
3. Improved search rankings
Improved search rankings are one of the top ways to drive more traffic to your website, and relying on your site’s blog is one of the best ways to achieve this.
Of course, your whole site should be optimized for SEO, but there’s only so much you can do with SEO basics. Focusing on a blog, however, gives you the opportunity to drastically increase the number of keywords your website can target, which, in turn, can lead to more and higher search engine rankings.
4. Recognition as a thought leader
Posting weekly content on your engineering blog gives you the opportunity to position yourself (and your company) as a thought leader.
See, if you consistently target a certain topic or topic cluster, and produce high-quality content in that field, your blog can very quickly become the go-to source of information for engineers who have a question on that topic.
You can also leverage this status as a thought leader by proposing new concepts and introducing new products to the market, using your authority to cement your position.
Of course, this process takes time, and you won’t get there by posting weekly content for a month or two, but it’s a sure-fire way of getting there.
5. More business connections
If you open your blog content up to comments or continue to share it on social media where you’re active, you can quickly start engaging with potential customers and start discussions.
Think of your weekly posts as conversation starters. Instead of approaching a stranger in a room full of people, your blog is a way to connect with new people, start conversations, and build better business relationships.
When you nurture engagement with your readers, they’ll become your most devoted supporters.
6. Get more leads
The more you publish blog posts, the more content you’ll have available for Google to display in the search results. The more content is displayed, the higher the chances people will click over and land on your website.
And the more people visit your site, the more chances you have of getting new leads and converting them into future clients.
Of course, this is not a given, and the rest of your website has to be set up in a way that allows for this. However, posting weekly content is the first step to getting you there.
What else can you expect?
Of course, the above relates to the benefits you’ll see in your business when you start focusing on publishing weekly content.
But there are many other great things to expect.
For one, your content planning and content writing skills will greatly improve, meaning you’ll be able to publish even more on-target content at a faster rate in the future.
You may also expand your team of technical writers, who can take care of creating high-quality content that will satisfy your engineering readers, so you can take the time to focus on other issues.
But all of this is only possible when you start prioritizing weekly content.
Need help with weekly content?
When you start publishing an article a week, your company will quickly become visible to more people.
Contact us to help with quality weekly content.
Weekly Content FAQs
Finding the right topics is key; check out our content ideas guide for this. But, in general, it’s worth looking at topics targeting current industry trends, problems your audience faces, recent projects, or even recent case studies.
It’s hard to give you a set time for each post as it depends on the topic and your expertise. Ideally, you should be spending 3 to 8 hours on a post, possibly more if it’s a very in-depth topic. This generally includes research, writing, editing, and final formatting.
It’s a good idea to promote your weekly content on social media and in your email newsletter.
It can be difficult to publish weekly content if you’re juggling multiple different projects. This is why it’s often great to work with a designated engineering writer who can focus only on the content production side of things. Following a well-structured content plan can definitely help, though.
