Chris,
I would definitely recommend posting a blog post daily, for several reasons:
1. Posting one post a day makes it easier for readers to consume the posts. Chances are, if you post 40 posts in one day, only the latest entry gets read. Furthermore, if you enable subscription via email, than the reader will simply miss the previous posts and be mailed post 41 and onwards.
2. Psychological: if you commit yourself to writing 40 posts, that will seem quite a hill to climb. On the other hand, if you see something published every day, you get the instant gratification each day when you hit publish.
3. Motivational: assuming your client already has a website with some traffic, chances are that people will start interacting with the blog posts as they are posted. I also recommend that your client shares his blog posts on social networks (where appropriate) to increase exposure. He can also send out cards or other promotional material to his clients announcing there is now a blog.
Here's another great way of increasing user engagement on the blog. Let's say your client (the blogger) helps one his or her clients overcome a common problem. He could then tell his client that he will add a blog post about this, so that the client can easily consult the solution at a later date. The client can then also engage with the blogger by leaving comments to further clarify the solution. Since the solution is of interest to a wider public, he can then refer future clients who struggle with this particular problem to the blog post as well. And eventually, the blog post will start ranking in search engines, bringing in even greater traffic.
There are some things you should do once you hit 20 posts or more:
1. Create a section where you republish your blog posts in
magazine format. On this page, the blog posts aren't published chronologically, but randomly. Therefore, the page appears to have new content each time the user clicks on the page. You can see an example here:
onlinedesignbureau.com/magazine
2. At the bottom of each blog post,
add links to other relevant posts, to increase the chances the reader might click through and read more blog posts. Create categories such as
- Related articles
- More articles in this category
- More articles from this author
- Most read articles
- Latest articles
You can see an example of this
at the bottom of this blog post.
3. Make sure that to the left of the right to the blog, you clearly feature the 5 most read blog posts, as these have the best chance of being relevant to the user.
4. Also feature the topics (categories, etc) you discuss, as the reader might want to drill down on one particular topic. Topics work better than tags, because there are fewer of them, and therefore easier for the reader to take in at a glance.
I hope this answer clarifies things, let me know if you have any more questions!
