If you have a business website this article is for you. Imagine you’re looking for information on a company’s products on their website. You might look for a ‘blog’ or ‘articles’ tab in the website’s menu. These are clear indications that a business has invested in providing as much useful information to their customers (existing and potential) as possible. So, how often should you post on your business blog?
“B2B companies that blog only 1-2X/month generate 70% more leads than those that don’t blog at all.”
Hubspot research shows that more blog articles literally equal more website traffic for business websites. Unfortunately for time-strapped business owners blogging themselves, one or two articles a month won’t cut it.
In an insightful study titled Marketing Benchmarks from 7,000 Businesses, Hubspot unveils fascinating information about how simply posting regular short- and long-form content in the form of blog articles can lead to website lead generation.
Let’s take a quick look at business blogging benchmarks for B2B and B2C websites, then we’ll give you an indication of how often you should be blogging to achieve the specific website traffic growth you’re looking for.
Don’t blog in the wind
There’s a common misconception among business website owners, so let’s get it out of the way from the start:
The act of blogging itself will not get you the results you want.
Granted, search engines like Google will eventually notice that you’ve started blogging, and if you’ve done a half-decent job of search engine optimising (SEO) your blog articles might even start showing up on pages 3, 4, or 5 or search results.
We don’t want to see your articles drown in the murky waters of these pages, known by all in the marketing industry as the best place to hide a dead body, which is why we’re giving you the secret sauce to blogging success:
Promote your blog articles.
It’s that simple. Blog articles that aren’t promoted are going to attract very little website traffic, and will only really positively impact your website’s organic rankings in the long run.
- Share links to your blog articles on your business and personal social media pages.
- Promote your blog articles in emails and newsletters you send to suppliers or clients.
- Add links to your blog articles in your status updates on WhatsApp.
- Share your blog articles with people on chat forums who are looking for information on topics you write about.
“Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads.”
Blogging frequency and website traffic impact
We’re going to assume that the majority of website owners reading this either have or will have their blog hosted on their business website.
There are benefits to establishing a completely separate company blog website, but that’s a discussion for another article.
When we talk about website traffic in this context, we are referring to website visits (to the blog page) initiated from search engines like Google.
Impact of monthly blogging on website traffic
The above graph clearly reveals what most marketing professionals already know: the more a business blogs, the more traffic its website will attract.
NOTEWORTHY: Sharp traffic improvements appear once a business website surpasses 6 blog articles per month.
Differences in B2B versus B2C
Here we can see differences in traffic gains of B2C versus B2B websites. Consumers clearly like B2C articles, as rapid traffic growth appears as soon as blog articles start appearing on the website.
NOTEWORTHY: B2B websites need to start off posting between 3 – 5 blog articles per month to attract improved website traffic.
“Small businesses (1-10 employees) tend to see the biggest gains in traffic when they publish more articles.”
Blogging frequency and lead generation
Another insightful chart that shows how lead generation is impacted by regular blog publishing. Again, we see that impressive gains only appear once more than 6 blog articles are uploaded per month.
NOTEWORTHY: blogging more than 18 times per month led to dramatic lead increases – compared to only gradual lead increases when blogging between 1 and 18 times per month.
So, how often should you post on your business blog?
If we are to answer this question by looking at the above graphs, and putting B2B and B2C businesses in the same basket for the purposes of generalisation, then this much is clear:
VERDICT: For impressive website traffic growth you should post at least 3 – 6 blog articles per month.
We’re able to assist any business – in any industry – with regular blog article development and publishing. We don’t just write articles for the sake of writing them, though.
Titles are carefully thought out in line with SEO best-practices and trending keyword searches, and articles are written with SEO in mind.
We also optimise every blog article we upload using Yoast SEO, All-in-One SEO, or any other SEO management your website uses.
Get in touch with our team to discuss a blog-based content marketing strategy for your business.