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How Often Should Your Company Blog To Get More Leads?

How often should your company blog?
To acquire more visits and leads, your company should publish 16+ blogs each month. Once you have attained this volume, you would do well to publish a total of more than 401 blogs. Old blogs work their way through searches, social media posts and other website links to generate more leads and visitors for you long after you have published them.

When 63% of companies admit that generating traffic and leads is their most difficult challenge and another 53% say that publishing blogs is their top priority, it tells us a lot about the value of posting blogs in the content marketing sphere. While budgetary constraints might limit how many blog posts you can afford to publish in a month, it pays to know that quality posts pay for themselves eventually.

If you have already created a substantial number of regular readers, if your competition is poised to up the ante on the number of blogs they want to publish and if your industry in general typically sees new developments regularly, then neglecting this side of marketing tool could cost your business quickly.

In this article, we shall look at how many blogs your business needs to publish to have any appreciable impact in terms of generating readership and leads that also reflect on your ROI. These are based on real numbers and business cases, which should give you more confidence that you are embarking on the right path when deciding on how many blog posts you need to cover in total or just on a monthly basis. The alternative is whimsical guesswork, which has no place in forging business decisions today.

How often should your company blog

As the battle to win the hearts of customers has moved from print and boob tube placements, companies can expect to fight it out against their competition on social media 75% of the time for B2B companies and 61% for B2C companies. The preferred choice of weapon is publishing blog posts, which in a way explains why some classes of software are taking off faster than the others.

Among these classes of software are those blog software that businesses use to drive their content marketing campaigns to build customer loyalty, announce new products and services, or inform customers of enticing promotions. Some of these platforms, like Wix, have become uber versatile offerings, featuring both graphic design and ecommerce capabilities.

Wix combines a superb blogger toolkit to get you started on creating, updating and managing your blog, an intuitive website builder, and payment, shipping and order fulfillment solutions for any online front-store needs.

The good news is, you can use the platform for free. The vendor also offers a comprehensive free trial to get you up to speed with its advanced features. You can easily sign up for Wix free trial here.

These blogging platforms are perfect partners to social media management platforms that empower companies to engage both customers and prospects, provide lead scoring, build and segment customer profiles and provide key engagement evaluations to inform business owners of their next actions—all from a single dashboard.

If you’re more of a generalist, however, you can instead opt for hybrid marketing tools that mix the functionalities of true-blue pitch-makers, customer relationship management solutions, sales applications and the aforementioned social media management tools. Aside from giving you seamless operation, these solutions spare you the trouble of stressing through the often complicated procedure of integrating external applications that you already have.

As the major social media channels themselves get a massive facelift by the introduction of AI tools, chatbots and other smart technologies, companies still need to drum up interest in their product or service lineups to get down to business. They cannot wage blogging wars without knowing how many minimum or maximum blogs are exactly enough to keep alive interest on their products, and that is assuming that the blog post quality is first-rate to begin with.

Hence, if you’re one of those overly anxious to know the answer to the question, “How often should I post on my blog?” then the best answer should come from hard, real-world numbers and data. In particular, the answer to that question is best addressed by looking at how, each month, the number of blog posts could directly affect the number of landing page visitors and the number of leads created.

how to repurpose your blog content

Further, we’ll venture into whether there’s a certain number, a sort of threshold, of total blog volume that pays for itself in the long run. We also need to qualify that all things considered, we are talking here of new blog posts that offer authentic value to readers rather than just rehash of materials that readers will treat as junk and set away at the earliest opportunity.

Perhaps you have already gone on your way posting blogs and seen no concrete results until now. Many startups and established businesses that only have a cursory idea of what blog posting could do to their businesses take the easy route of contracting a writer to post a few materials here and there, stopped, held their collective breaths for amazing results and get disappointed shortly.

If this is happening to your blog posting efforts, the problem is mostly down to two crucial factors: ensuring blog post quality and making the most of search engine optimization—SEO.

Ensure blog quality

While your first impulse is to define quality as informative and creative content, you will do better if you limit your view of it based on matching the relevant search query in question and how well your blog post actually addresses the query. If you have researched the related query, fielded answers with authority and dressed them in original and actionable writing, you should get satisfied readers who will only increase in numbers in time through referrals, mentions and useful links.

The length of your blog post should not matter. You can write a 3,000-word long or a 500-word short blog post depending on the query and your resources. Long-form content is gaining traction these days, though the traditional short blog approach still matters. What’s important is you have addressed the problem posed by the keyword in question.

You don’t have to be a viral superstar to create such content, though you might just stumble upon one with the quality of your research and content. Without those foundations, you will only be throwing punches in the air and left still wondering how your efforts continue to go south of your expectations.

Mind your SEO

​From your title to your main body, you should not overlook including the keywords indicated by the search query you are trying to address in the first place. There are many resources to help you in formulating your blog post keywords, among which is SE Ranking.

For your titles, consider consulting blog resources like this one from Buffer to get more clicks on your blog posts.

Of course, there’s no substitute for engaging and well-written, easy-to-understand content that satisfactorily resolves the query in question, as discussed previously. If you want to build your own following, consider lending your own unique voice and personality to your writing.

Once you have taken of these blog posting prerequisites, we can proceed to the number of blog posts that you should be looking at to optimize your blog posting campaigns.

As it turns out, there are no magic posts but there are indeed magic numbers that do wonders for businesses. A quick example would be how websites that have a blog tend to have 434% more indexed pages. Here again, however, we reiterate that the contents are of value to the readers in the first place.

Bear in mind, however, that while these numbers from the well-recognized HubSpot research are strongly correlated to proven results and widely recognized in the industry, going for sheer blogging volume is not necessarily the only approach to blogging success. Indeed, there are cases where a business could get a huge mileage from just a single post a month shown, for example, by long-form power posts by lone blogger Brian Dean over at Backlinko. You may find out more about this below.

Without further ado, let’s break the numbers down.

How many total blog posts should you aim for?

This is about whether the total number of blog posts—old posts + new posts—has any noticeable effects on a company posting them. From a survey of more than 13,500 clients by HubSpot, we get the confirmation that companies that have published more blogs throughout its business life bring in more traffic and leads than those businesses that have published fewer blog posts.

Specifically, the number that matters is 401+: businesses that have reached or crossed this threshold acquire three times more leads that those businesses that have published just around 0 to 100 total blog posts.

Source: HubSpot

Breaking down those 13,500 clients to B2B and B2C components, we arrive at slightly different figures for each segment. B2C businesses that have published more than 401 total blog posts generated 4.5 times the leads of their counterparts that only managed 0 to 100 blog posts their entire business life. The figure is slightly lower but still substantial for B2B businesses: 3 times more than their counterparts managing only 0-100 total blog posts thus far.

HubSpot itself noted that its old blog posts accounted for a hefty 75% of blog views and 90% of blog leads, figures that should make companies everywhere commit more to their blog posting efforts. The long and short of old blog posts is that they will continue to work for you long after you have published them. Your visitors and leads will get to your old content when they are scrolling through social media, clicked the links on other websites, or produce them from active searches.

How often should I post on my blog?

While the critical total number of blog posts published by businesses gives us a good picture of how this unique tool can help businesses achieve important ROI milestones, we can refine our probe further by going after monthly figures—that is, how often does a company need to blog monthly to produce an appreciable number of leads and visitors?

The answer: 16+ is the key. Specifically, businesses that post more than 16 blogs in a month generate 3.5 times more visitors than their counterparts that only manage 0 to 4 blogs monthly.

Source: HubSpot

The number shoots up even more when it comes to how many leads they obtain: 4.5 times more than the same number of counterparts.

Source: HubSpot

Breaking down the numbers to their B2C and B2B participants reveal the same strong correlation: B2C companies that blogged more than 11 times a month acquired 4+ times more leads than those that blogged just 4 to 5 times per month. Their B2B counterparts netted 3.75 times more leads than those blogging only 0 to 3 times per month—slightly lower but still substantial.

Source: HubSpot

When less is more: the Skyscraper Technique

While these HubSpot numbers are a great resource for would-be bloggers from small businesses to professionals, the sheer volume of blogging indicated could be beyond many of those who have fewer resources to begin with. There’s also the matter of dealing with a specialized subject matter where too much information and volume within a short span of time could result in reading fatigue and information overload for the target readers. What to do under the circumstances?

Instructive would be how search traffic authority Ahref found that increasing their blog volume two to three posts a week actually had the opposite effect of lowering their traffic volume—while reversing to a single post ironically drove blog traffic tenfold.

The same pattern could be gleaned from Backlinko. Under Brian Dean, it found that more authoritative, exhaustively researched blog posts can do wonders in driving traffic even if you just do it once a month. The practice is well explained in their so-called Skyscraper Technique.

Very briefly, the key to the Skyscraper Technique is by finding link-worthy content, coming up with something even better, and tightening a very specific target audience for the posts. While the approach requires some tough technical work at the start, it becomes easier for the succeeding efforts while producing astounding reports.

Beyond blog numbers: updating website design

While it feels great to have a concrete handle to the numbers—in terms of critical total number of blogs you need to reach and how many you need to publish monthly to see your lead and visitor graphs spike up, there is another object that you have to mind if you want to maintain the number of visitors and leads that you can generate from your website: your website itself. In particular, you need to update your website every second or third year, just as you would the blog posts that you load on them.

Why? For the specific reasons discussed below.

Because of technology. If you went through the entire Flash lifecycle, then you know how the adoption and retirement of one technology could disrupt the entire worldwide web on both ends. And again, the emergence of mobile browsing demanded flexible display and navigation options, to cite just a couple of examples.

Because of shifting business focus. When IBM disposed of its laptop business, it also entailed taking out all the web materials related to that section of the business. Apple itself has shed many product lineups like the venerable iPod and you could just imagine the website logistics required to reflect that massive change in the corporate direction. Businesses shed past offers and corporate identities for many reasons through decades or so and that involves a massive amount of web content takedown too.

Because of changing tastes. Websites often reflect the latest design ideas and against that backdrop, businesses cannot afford to look like old maids in the face of the hottest website look. If you could go back in time say every five years or so, you would notice both drastic or subtle changes to design philosophies mirrored by the websites just to figure in the conversation and stay with the current generation.

Key Takeaways:

  • Ensure blog quality
  • Practice good SEO
  • Total blog post threshold is 400 posts to start realizing inbound leads
  • Goal is to target 16 blogs per month
  • Less is more can work for link-worthy content with highly targeted audience
  • Update web design every 2-3 years

If there’s one thing working for you in this regard, it’s that unlike before, modern businesses with a substantial online presence have all the tools they need to refresh entire website design and content in a flash through powerful ecommerce solutions that not only address design concerns but also provide ways to facilitate payment, shipping and order fulfillment.

As for your blog posts and landing pages, you might want to get your hands on conversion rate optimization tools to get the most of your content and online presence. With any of these tools, you should be able to boost the number of your webpage visitors to actual customers.

You also have the option to get your hands on social media management software if you want to get a better handle on your social media presence. These let you post on multiple social media platforms via a single dashboard and even know the right day and time to post them.

When it comes to monitoring the effectivity of your blog posts, however, you really cannot do better than having a powerful blogging solution by your side. You cannot go far in content publishing without the ability to track brand mentions, social marketing campaigns, and gauge the effectivity of your blogging activities.

Nestor Gilbert

By Nestor Gilbert

Nestor Gilbert is a senior B2B and SaaS analyst and a core contributor at FinancesOnline for over 5 years. With his experience in software development and extensive knowledge of SaaS management, he writes mostly about emerging B2B technologies and their impact on the current business landscape. However, he also provides in-depth reviews on a wide range of software solutions to help businesses find suitable options for them. Through his work, he aims to help companies develop a more tech-forward approach to their operations and overcome their SaaS-related challenges.

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