It stands to reason that in order to have an effective content marketing strategy you need to create content. Blogging is a central component of every successful inbound marketing strategy because it’s a great way to continuously publish new content to your website. Your blogs show up on peoples’ search engine results pages, and attract website visitors to your website.
The articles you publish on your company blog entertain and educate readers who are actively looking for answers to the questions they ask in their search engine queries. Therefore the visitors who find your information useful enough to click through from their Google search are more qualified.
The impact of blogging
Business owners who are just starting their inbound marketing campaign often ask me how often they should blog for best results. The short answer is, as often as possible. The fact is, good inbound marketing takes work to increase website traffic and leads. But just how much more work does it take to tip the scale? If you increase your blogging frequency from once a month to twice a week, what impact will you see?
As it turns out, there is a relationship between key inbound marketing activities like blogging, and the volume of traffic and leads that correlate with those activities. Here are a few charts that illustrate data from HubSpot showing the result that a consistent practice of blogging can have. This information comes from our eBook, “Marketing Benchmarks from 7000 Businesses.” Grab a complete copy for yourself here.
How much should you blog?
It doesn’t take a huge effort to get started and begin to see results from blogging. Research from HubSpot shows that B2B companies that blog just once or twice per month generate 70% more leads than companies who do not blog. But companies that increase their blogging from 3-5 per month to 6-8 per month almost double their number of leads.
Both website traffic and lead conversion increase when blog frequency reaches about four times per month, and spikes again when blogging increases to about eight times per month. This indicates that blogging once or twice per week is a sweet spot for most companies to increase traffic and leads.
How fast to 50?
The blog articles you create weekly and monthly build up a library of relevant, informative content over time that are always available whenever someone goes searching for it in a search engine.
An average company will see a 45% growth in traffic when the total number of articles increases from 11 to 20 cumulative blogs.
Both traffic and leads increase significantly when the total number of blogs passes 50. Therefore, it takes a year of consistent content creation before seeing significant traffic and leads when your inbound marketing strategy calls for one blog per week. Writing blogs more often will reach 50 total blogs more quickly.
Blogging – and inbound marketing as a whole – is a long-term investment. Committing to an inbound marketing strategy in your website redesign, and then consistently working the plan pays off over time with improved search engine visibility, increased website visitors and more qualified leads.