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Are You Blogging Enough?

by | Jan 17, 2017 | Blog, Content Marketing, Logistics, Marketing

Research and firsthand knowledge show a very strong correlation between posting frequency and traffic/leads.

Clients often ask us, “How often should I blog?” It’s a great question that has no simple answer.

The reality is that the more often you blog, the more traffic and leads you’ll get. Search engines consider posting frequency in their rankings. What’s more, every time you post, you create a new opportunity to be found, to be shared, and to be linked to by other sites.

The trouble, of course, is balancing resources so that you’re publishing frequently but maintaining value and quality within your content. So while there’s no universal magic number, there may be a sweet spot for the amount of posts your organization is able to publish to maximize traffic and leads.  

Let’s look at some data that makes the case for frequent blog publication.

The more you publish, the more they’ll read.

There is a high correlation between publishing frequency and web traffic/leads. This is evident in a number of recent studies:

  • HubSpot’s latest benchmarking data shows that blogs that published 16+ times per month received 3.5x more traffic than those that published weekly or less often.
  • From the same report, companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0-4 monthly posts.
  • Curata’s recent survey of 400+ marketers found that 90.5% of the most successful business blogs (over 10,000 views per month) publish at least once a week.

If you’re a small business, you may be thinking, “Sure. Those successful blogs are all run by big brands with endless resources!” Not so, friends.

Two-thirds of the best-in-class blogs (with 10,000+ views per month) from the Curata study were run by small companies. The Hubspot report found that increasing posting frequency had the biggest impact on smaller businesses: Companies with 10 or fewer employees that published 11+ posts per month had almost 3X more traffic than companies publishing 0-1 monthly posts, and about 2X as much traffic as those publishing 2-5 monthly posts.

Will blogging one more time per week really make a difference?

We often encourage our clients to increase their blogging cadence by just one more post per week. Though some are skeptical of the impact this will have on their traffic and lead-generation efforts, they inevitably find that such a small step can make a big difference.

Take one client of ours for example. We suggested moving from publishing one post to two posts per week. The client was unsure this would have any impact, especially for a company in the supply chain industry. But the immediate results spoke for themselves. After just one month, traffic increased by 23%, sales leads doubled, and the client landed a new customer.

How often does your company blog? Have you ever experimented with posting frequency to determine how your resources are best spent?

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