Marketing success is a four-letter word, spelled W-O-R-K.
Work is a requirement for anything we desire to be spectacular. Inbound marketing is identical to that philosophy: your results will directly reflect the work you put into it.
If you are just getting started with inbound, we understand that you’re possibly concerned about the workload that inbound takes. Creating quality content for your blog is a valid concern, especially while trying to manage other duties. If you’re not careful, it can become overwhelming.
How Often Should You Publish Blog Posts?
With these concerns in mind we get asked, how often should I post articles on my business blog?
How Many Contributors Do You Have?
The amount of contributors that you have could significantly affect how frequently you can produce valuable content. The more staff you have, the more content you can produce efficiently. So, allow the incredible team that you’ve assembled to get involved in the process. We recommend having your entire team contribute to content creation.
Consider holding a workshop and getting a specialist to explain the value of inbound marketing. Allow your team to have their why, how, and what questions answered, so they feel comfortable embarking on the journey with you.
Again, the more contributors you have, the easier it is to produce content at high volumes.
Current Web Traffic and Desired Growth
There is a direct connection between how frequently you post and the volume of traffic you receive as a result. Naturally, the more you post, the more traffic you receive. The more traffic, the higher probability you have of turning that traffic into a lead.
Hubspot released a State of Inbound that showed a direct connection between blogging frequency and web traffic. High performing companies employed an inbound strategy that focused on the areas that had a high ROI; the top 3 being blogging, SEO, and content distribution.
Blogging is at the top of the list. So, determine how successful you want your company to be and let that help guide how much web traffic you want and how fast you wish to get there. If you’re not sure, consider consulting with an expert.
We each only have 24 hours in a day. Make sure you determine a workload that will not hyperextend yourself and make not only your blogging suffer but the rest of your responsibilities as well. Inbound focuses on quality as well as quantity. Make sure you’re dedicating enough time to be able to produce quality content that readers will want to read. Here is a great article to start with on creating quality content.
The Best Posting Schedule
We’ve worked with companies across the blogging spectrum. Some were aggressive enough to post five articles per week. That may sound high to you. They had a goal in mind and posting five days a week helped them reach it. But, we’ve also worked with companies that were more passive in their approach and settling on 1 or 2 posts per week.
Neither approach is wrong.
Consider exactly how quickly you want to arrive at your desired destination. Determining that, will identify how often your will need to publish new posts on your business blog. If you’re looking at growing aggressively, you need to post aggressively.
Again, both strategies will work with time. Your frequency of new content plays a large role in how fast you get there.
We Recommend At Least 10 Posts Per Month
At that pace, practicing good SEO, and executing great content distribution, you should see growth in web traffic at a measurable rate. If you’ve found yourself wanting to get there faster, increase the number of posts per month. Have a balance - more doesn't mean better if your quality suffers from trying to do too much.
But, understand, Hubspot concluded that “over 75% of [their] blog views and 90% of [their] blog leads came from old posts.” Those are some pretty incredible numbers. Only further supporting, the more you blog, the greater results you’ll have. Because the more you post, the more content you’ll have, and higher the probability you have of generating leads.
When determining which direction you’ll go remember consistency is key. Try your solution for a quarter, and then evaluate your progress. If you see that you are generating a great workflow for your company, you may have found a formula that works well for your industry. But, if you’ve concluded that it hasn’t been quite as satisfactory as you would like, increase your content output.
Keep in mind, as you blog more often, and as your team members get used to contributing content, the amount of time for each post goes down. After being consistent for six months, you may be able to scale output without adding hours.
Quality + Quantity = Business Growth