In business, if it doesn’t make dollars, it doesn’t make sense. In old fashioned marketing the painful joke was always the realization that half the money spent on marketing was wasted, you just never knew what half it was. New research shows blogging four times a month is a total waste. It provide no benefit.
Much like exercise, it appears there is a minimum threshold before results are seen. Exercising and blogging once a week may provide no noticieable results. In a recent study or over 13,500 customers, HubSpot reported some startling results.
Blogging weekly provides similar traffic increases as not blogging at all
The purpose of blogs as part of an inbound permission-based strategy is to fuel the marketing and sales engine. If your weekly blogs are not driving more traffic, you should:
What this data means to the small business owner
Blog more than once per week
Blogging less than 4 times per month will see little to no results. At a minimum, post a fresh blog 2x if you always publish on the same day, or every 4 business days if your audience doesn’t count on a specific day of the week. Just be consistent as this is what readers and search engines expect. Not all of the content must from you. You could augment your post with guest posts, user generated content, repurposing content or 101 other content ideas. Think collaboration as much as creation.
Anything else will see little to no results. This could mean blogging 2x a week or every 4 business days. Just be consistent as this is what readers and search engines are looking. You could augment your post with guest posts, user generated content, repurposing content or 101 other content ideas. Think collaboration as much as creation.
If you are B2C, the impact is bigger
In the analysis of 13,500+ websites, the impact of blogging frequency on traffic was even more signficant in those selling directly to consumers. If you want to see drastic increases in traffic, post 3 times per week for an entire calendar quarter. This could increase traffic 250% over weekly postings. If these blogs contain evergreen content, these pages should produce consistent long term traffic. Continually promoting the posts via social media and internal links from future posts should amplify the return on investment. This tempo need not be maintained for ever, just be consistent. In additional to increased traffic, this should also cause your site to be crawled (indexed) by the search engines more often as well as being seen as more authoritative on both the Alexa and Moz scores.
Frequent bloggers see drastically more leads
Ultimately we want visitors to convert into leads or prospects. This happens when they trade their email for an offer or subscribe to a blog. The study showed that those who post blogs more frequently also convert a higher percentage of visitor to leads. This is especially true in B2C (Business to Consumer) market.
The need for critical mass
It’s often said you need to post 50 blogs to get good and gain traffic. This study shows that there is a positive relationship between the total number of blog posts and the traffic index. This effect is amplified when over 300 blogs have been posted. This could be due to many factors like better page authority, more subscribers and the compounding effect of evergreen content. While the cause is questionable, the goal is clear. You need to have 300 blogs posted to see the most dramatic effect on traffic.
When Goodbye Crutches, a direct to patient, B2C, durable medical equipment supplier transitioned from a Paid Search Strategy to an Inbound Strategy, they could not afford to run both strategies long term. They needed results, so they added fuel (content) to the inbound engine. In a six month period, they posted 200 blogs ensuring at least one new post daily. This resulted in organic traffic increasing by a factor of 3 and direct traffic doubling. This more than allowed the company to stop their AdWords campaigns, saving over $300/mos
The fact that content can be used to attract visitors, engage leads and convert customers is no longer in doubt. Once built, the automated marketing and sales engine works. No engine works without fuel. Content is the fuel of modern marketing. If you want better results from your engine, just add fuel.