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Will Blogging One More Time per Week Really Make a Difference?

by | Mar 15, 2017 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain

A supply chain company published one more blog post per week and gained a new customer in one month.

Companies in the logistics and supply chain industries have been hesitant to adopt digital and content marketing because they are unsure about the benefits. We hear it all the time: Who is going to read a blog about my business? How is that going to get me more customers?

Something else we see all the time? How content marketing works for supply chain companies.

You see, the B2B buying process has changed. The vast majority of buyers now go online to research products and services they want to purchase. The proof is in the numbers:

  • 94% of buyers reported using online research at some point in the purchasing process.
  • 62% of B2B buyers say that a web search was one of the first three resources they use to learn about a solution.
  • 95% of B2B buyers are willing to consider vendor-related content as trustworthy.
  • 67% more leads were generated by companies with an active blog last year.
  • 47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson.
  • 51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago.

I could go on and on.

Blogging frequency matters

Here’s the rub: Blogging every once and awhile isn’t going to get you results. You need to publish quality content on a consistent basis to attract prospects to your site.

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.

That being said, you don’t need to post five times a week to be successful. In fact, small steps can go a long way.

Try one more post per week

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, the client saw the following successes:

  • Web traffic increased by 23%.
  • Social reach increased by 252%.
  • Sales leads doubled. 90% of those leads were sourced from organic search.
  • A lead converted to a customer.

All of these results were directly related to the increased blog frequency.

Test it out

The trouble in publishing more posts is balancing resources so that you’re publishing frequently but maintaining value and quality within your content. We’re big advocates of testing to find your personal sweet spot for the amount of posts your organization is able to publish to maximize traffic and leads.  

Try publishing one more post per week for one month. Track your KPIs, calculate ROI, and assess whether increasing the blogging frequency is right for your business. You may be surprised at the results.

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