In marketing, we often use the term “frequency and recency” to describe how often a marketing-related action occurs and the amount of time since the last action. If you’re into website metrics or email marketing, you’ll encounter these terms a lot.
There’s an art to determining when it’s best to send that email or publish the blog and promote it on social. Experts have published a fair amount of material on how to access frequency and recency statistics on Google Analytics – and how to use it to update and inform your website structure and strategy.
When it comes to inbound marketing, blog posts and other regularly posted content are essential elements of success. So how do you apply the concepts of frequency and recency to blogging to help you dominate your competition and answer questions and concerns that your competitors haven’t covered?
Let’s check it out.
In digital marketing, frequency and recency have become more significant, mainly because the digital medium allows us to measure these components. Software like Constant Contact and MailChimp can show you precisely which email campaigns worked using these rates (and others, like open rate).
In Google Analytics, you can learn about the behaviors of your website visitors and track important metrics like page views, time on page – and of course, frequency and recency. Analytics is free to use. Plus, Google provides a bevy of informative and instructional resources to help you along. Remember: Google’s goal is to help people find what they’re looking for, and Google wants you to write for the user – not for the algorithm.
As a blogger, frequency and recency are components of that success.
Regarding Google Analytics, frequency and recency mean very specific things.
Frequency reveals how often the same viewer came to visit your site.
Recency discloses how long it’s been since the visitors have been there.
Depending on your goals and the type of product or service you sell, that’s crucial information, and should inform your blogging strategy.
Consider Frequency and Recency in Content Planning: An Example
Let’s say you sell fancy mattresses.
Some of your blog posts should target your existing customer base – addressing their questions and concerns about your product. This kind of content can reduce cost (less customer service help needed) as well as customer frustration, since the answers are easy to find. It’ll also help the customer retain a higher opinion of you and consider you for a future purchase. If they can’t get this content, they’re not going to visit your site again (impacting frequency and recency), and they’re certainly not going to buy a mattress from you. In fact, they’re going to go straight to your competitor.
Frequency and recency metrics on this type of post can tell you a lot about this type of visitor, and it keeps them engaged while keeping your brand top-of-mind.
A fine example post for this user might look like this:
5 Ways to Extend the Lifetime of Your Mattress
How to Clean Your [Brandname] Mattress
Other blog posts should focus on attracting new readers. What about the person who hasn’t ever heard of your brand – or maybe they just heard a compliment about your mattresses from a friend who credits your mattress for really sound sleep?
This is your chance to hook the prospect. Now a mattress isn’t something most people buy on impulse. They save money for it and consider the purchase. That means it’s important to establish a long-term conversion method (like getting that user to sign up for your email list) and to ensure they visit again.
These topics might work for you:
6 Signs It’s Time for a New Mattress
4 Things to Look For When Shopping for a New Mattress
How to Save for a New Mattress
Don’t forget to add in other topics your audience will enjoy, such as bedroom decor tips or other items of note for people who own or rent living spaces.
And of course, you should back all of this up with research about keywords and buyer persona. That’s why we have a formula – one that includes frequency and recency.
The Perfect Blog Post Formula
If you think about a blog post like a recipe, you’ll see why it’s important to plan ahead – and why you need to consider the frequency and recency when you’re looking for helpful content that converts. (Note: A conversion can refer to any type of goal and can vary by post – whether it’s an email list signup, a sale, or an inbound inquiry.)
Let’s take a look at this formula:
+ Keyword Research
+ Buyer Persona
+ Creativity and Brand Voice
= Blog Post
Many people master various components of this formula, but they often forget about the big picture, and that’s where frequency and recency come in.
Blogging is usually cost-effective, but it’s also a long-term strategy rather than a quick fix. That means it requires analysis of results and tweaking whatever it is that’s not working. Over time, your business may change, too – what if you expand and decide to sell bedding in addition to mattresses? That means it’s time to update your blogging strategy as well.
An Additional Note on Frequency and Recency
Frequency and recency are challenging for a lot of businesses and bloggers to manage on their own because it requires a long view. You’ll need to identify posts that do these things well and remain critical of your strategy.
That’s where we come in. At Dominate With SEO, we always move forward, and we’ll work with you to craft posts that compel and convert – keeping in mind frequency, recency, and a score of other metrics. Let us help you destroy the competition with captivating content and ethical marketing practices geared towards your long-term success.
In addition to blogging, we’re also happy to help you with your web copy: another crucial piece of significance when it comes to frequency and recency. Contact us today to get started.