With a high correlation between publishing frequency and web traffic and leads, you need to publish blog content more often to boost lead generation efforts.
Here are Fronetics, most of our clients are sales-driven. If a client’s business goals include earning leads, we are sure to align the client’s content strategy with that objective. One of the most effective ways to increase the number of leads your website attracts is to increase the frequency with which you publish content.
It seems simple, right? The more often you publish blog content, the more traffic and leads you’ll get. Search engines consider posting frequency in their rankings. What’s more, every time you post, you create a new opportunity to be found, shared, and linked by other sites.
The more you publish blog content, the more they’ll read.
Recent studies have shed light on the relationship between publishing frequently and increased web traffic and leads:
- HubSpot’s benchmarking data shows that blogs that publish 16+ times per month receive 3.5x more traffic than those that publish weekly or less often.
- From the same report, companies that publish 16+ blog posts per month get about 4.5X more leads than companies that publish between 0-4 monthly posts.
- Curata’s survey of 400+ marketers found that 90.5% of the most successful business blogs (over 10,000 views per month) publish at least once a week.
But we know there are challenges to posting frequently.
Publishing blog content frequently comes with its own set of challenges. Time is the biggest obstacle we hear from our clients. Good blogging should be more of a conversation than a press release, but dialogue takes time to create. It can also require additional time to respond to readers’ questions and comments.
The other big challenge is quality. When you’re producing more and more content, it’s easy to let the quality of your pieces slip. You want to make sure the content on your blog is relevant, informative and engaging. It can be difficult to balance publishing frequently and maintaining value and quality.
So how do you find the balance?
Start small. We often encourage our clients to publish blog content just one more time per week. Though some are skeptical of the impact this will have on their traffic and lead-generation efforts, they inevitably find that such a small step can make a big difference.
And no, you don’t have to be a Fortune 500 company to start seeing the impact of your blog posts on your leads. The HubSpot benchmarking report found that increasing posting frequency had the biggest impact on smaller businesses: Companies with 10 or fewer employees that published 11+ posts per month had almost 3X more traffic than companies publishing 0-1 monthly posts, and about 2X as much traffic as those publishing 2-5 monthly posts.
Take one client of ours for example. We suggested moving from publishing one post to two posts per week. The client was unsure this would have any impact, especially for a company in the supply chain industry. But the immediate results spoke for themselves. After just one month, traffic increased by 23%, sales leads doubled, and the client landed a new customer.
Try our suggestion and publish blog content one more time per week, then let us know how it works out for you. We’d love to hear about your success.
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