Blogging doesn't always feel effective. It takes several hours to gather up the research and info to put a blog together, or to organize your thoughts. And yet, often, it seems like we barely get any results from all that hard work.
But, as marketers we do it. All the time. Because B2C companies with blogs get more than four times as many leads as those that don’t, and B2B companies with blogs get 67 percent more leads.
Blogging is an essential part of the Business GrowthStack because it ties in with Campaigns. You can create blog posts to complement and drive traffic to a new downloadable guide. You can create blog posts to answer FAQs related to the topic of your new webinar. You can even use your blogs as promo sales pieces to collect form submissions on a survey.
Clearly, blogs are an important part to marketing in the digital era. But that doesn't mean they're a guaranteed success.
Maybe this sounds familiar... You spend hours writing, editing, and building out your blog. You pick the perfect graphics and push it out to all the right social media channels. Two months later, your blog has one click. And it was you.
One of the reasons your blog might not get clicked is because you don’t post consistently on a regular basis. Blogging every month or week or even day can seem like an unnecessary amount of work. Especially if you can count your subscribers on your left hand.
But it’s important to post on a schedule, both to build your site’s searchability (SEO) and to provide useful content to your readers on intervals they can expect (HEO).
This brings up another question: Exactly how often should you post blogs?
How Often Should Your Business Post Blogs?
The more you blog, the better traffic your site will get. That much is given. But should you throw out weak content multiple times a day just to get clicks?
According to HubSpot, companies that post more than 16 blogs a month get 3.5 times more traffic than those who post four or fewer.
B2B businesses that blog more than 11 times per month saw three times more traffic than those blogging only once per month. That’s about four blogs a week, on average.
You’ve got a lot on your plate as a marketing professional. Finding the time to write up four blogs per week that are actually helpful to your target audience? That's next to impossible. But here's the good news. You don't have to throw in the towel just yet.
If you have a large business and can recruit employees to write blogs, or you have a lot of free time, then heck yeah. Post four times a week. If you can’t, your blogs can still gain a solid following with regular weekly posting. Shoot for creating epic content once or twice a week. You can even republish older blogs once a week to make your blog seem more active than it really is.
Just as important to the success of your blog as frequency is post size. Blog posts with 1,000 words or more typically perform better. Longer blogs provide more in-depth content, which lowers the bounce rate as visitors don’t have to return to Google to get the answers they’re looking for.
If you can't put blogs out every week, don't worry. The good thing about blogs is that they continue to serve your business months, even years after you post them. HubSpot estimates that approximately 1 in every 10 blogs is compounding, meaning that clicks from organic searches increase over time.
So putting any blog out, even if it’s only a few times a month, could increase traffic to your site.
Get Better Results From Your Marketing Strategy
Look, I get it. Nothing is more frustrating than investing in marketing tactics that fall flat. But the issue isn't bad luck. It's a bad strategy.
The Business GrowthStack ensures you have all the essential marketing (and sales) pieces in place to grow your business—without an excessive amount of work from your part.
Ready to take your marketing up a notch? Get your copy of The Golden Toilet and learn how to implement all four pieces of the Business GrowthStack in your company!
