When it comes to an inbound marketing strategy – when end-customers seek you and your company out – what may have been accepted status quo a few years ago may not work so well today. However, when it comes to blogging, it appears the mantra, “blog early and blog often” is as true as ever.
Monday morning tends to be the most active day of the week when it comes to reading blogs with 11 am the peak hour. After 11 am, readership declines significantly.1
As to how effective blog postings are, it is also true that the more blogs posted on an ongoing basis, the more traffic to a website. Further, this increases the potential for a lead – someone who has contacted your company after reading a blog, signed up for a newsletter, etc., – will become a sale.
These were one of many items reported by HubSpot, a leading inbound marketing firm. They surveyed more than 13,000 of their customers and uncovered the following:
- Companies that blog 16+ blogs per month received 3.5 times more traffic to their company websites than companies that published 4 posts or less per month
- Blogging helps B2B companies more than it helps B2C companies
- More specifically, B2B companies that post blogs to their website 11 or more times per month have three times more web visitors than companies that posted blogs 4 or less times per month
- As to the all-important lead, those companies that published 16 or more blogs monthly got 4.5 times more leads than those companies that posted four times or less
- And this was interesting, it appears that old blogs never die. Companies that have posted more than 400 blogs over several years have three times more leads than companies that have posted 100 blogs or less.
As to the last item, blogs never die, it appears that why they are part of powerful inbound marketing strategy is that if they are frequently visited, the search engines view them as quality content and up their search engine rankings.
However, a lot depends on posting numbers and frequency. One or two blogs every so often just won’t cut it. Blogging, to be an effective inbound marketing stategy, has to be ongoing, with at least ten or more blogs posted per month.
1 Data courtesy searchengineland.com and Hubspot