November 23, 2016
Every website needs a company blog.
Whether you run an eCommerce store or a huge corporate website, a company blog can do a lot for your business. Unfortunately, it’s not as easy as adding a blog to your site and hoping it generates attention on its own.
You must update it with fresh and engaging content to start reaping the benefits. Each new post expands your potential to reach more customers and grow your presence online. Remember, a dormant blog is a worthless blog.
But the question still remains; how often should you publish NEW content on your company blog?
Finding your “Golden Number”
Most businesses update their company blog on a per weekly or per monthly basis. The amount of times they publish a new post on their company blog depends on their business goals.
For example, if a business wants to get more traffic, they tend to publish new content more often than those that already have a huge following.
These are the businesses who have found their “golden number”.
So, what is a “golden number” and how can you find yours?
A golden number is the exact “right” amount of blog posts a company must post to hit their target. A general rule of thumb is to compare your monthly traffic to your lead goals. To do this, identify how many leads you want to obtain from your blog posts each month. Utilise tools such as Google Analytics to determine how much traffic (on average) a new blog post attains.
Using this data, you can learn how many new company blog posts you need to hit your target.
B2B Vs B2C company blog Statistics
According to HubSpot, B2B companies that blog over 11 times per month experience three times more traffic than those that blog only once a month.
Interestingly, B2C companies that blog 11+ times per month generated over four times as many leads as businesses that published new content only 4 – 5 times per month.
Time adds Value to your company blog posts
In the same way that antiques increase in value over time, old company blog posts tend to generate more traffic the longer they have been published. These gems are referred to as “compounding” blog posts, which means that organic search increases their traffic over time.
Approximately 1 in 10 company blog posts are compounding. Therefore, the more blog posts you publish, the higher the chance that one of them will transform into a compounding blog post. In fact, HubSpot states that compounding blogs make up 10% of ALL blog posts online, generating around 38% of overall traffic.
Company Blog Updates – Conclusion
The number of times you choose to update your company blog has a lot to do with your overall business objectives. If you want to drive more traffic to your site and improve SEO, then you should post high-quality content on a consistent basis.
It’s also important to remember that as with most things in life, quality trumps quantity. It will be more beneficial to publish one great company blog post a week, than to post several weak blog posts that are not properly optimised nor relevant to your business or your target audience.
If you find that you don’t have the time to commit to your company blog, you can easily outsource content to a professional freelance copywriter.