My business is B2B. How many blogs should we write a month?

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Fact: Bears eat beets. Bears. Beets. Battlestar Galactica.

Fact : If you cast 100 nets/lines in the sea you will most likely catch more fish then casting just 10 nets. Assuming you use the correct bait.

Fact: Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts. // HubSpot //

Blogs help businesses attract new website visitors and convert them into leads.

Ya. No duh.

Each time you publish an original blog post, you’re creating a new opportunity to get found in search engines, get shared on social media, get linked to by other sites, and get a new person to interact with your company.

This is assuming you are of course creating the right blog content for your audience and not just publishing shit.

The question is, how often does a company need to blog?

Well, how much free time do you have?

The info that follows was taken from multiple sources such as HubSpot, KISSmetrics, Ahrefs, Semrush and Moz.

If you have an editorial blog calendar it will help you plug in some numbers to help you forecast and hit your goals.

Honestly, I do not blog enough, and I do not have an editorial calendar… Personally I just write whenever I feel like I have something of value to offer the internet.

As expected, the more blog posts companies published per month, the more traffic they saw on their website.

Stating the obvious here ….

Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.

B2B vs. B2C

Considering customer base, both B2B and B2C companies had more inbound traffic to their websites the more blog posts they published.

Let me state this little fact.. is it 100% imperative that to be a successful B2B company that you write more then 1 blog a week?

Not all all.

Does it help? Does it create more leads?

Um. Fuck ya it does!

The frequency of blog content for a B2B brand is a discussion held in many offices, including mine. It’s a discussion that quickly turns into a simple power struggle: Quality vs. Quantity.

Traffic is only slightly higher for B2B companies publishing 6 – 10 monthly posts versus 0 – 1 monthly posts.

But when we look at the 11+ frequency, the results increase quickly: B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0 – 1 times per month.

That’s a pretty big jump if you ask me!

Does the Number of Total Published Blog Posts Matter?

One of the best things about business blogging is that your posts will continue working for you long after they’re published.

Let me put this into perspective ….

If you do not understand what ”Evergreen” content is then google it real quick ..

If all you are writing about is your company, such as accomplishing awards or what not then that content will go stale over time. Because no one will give a shit about some award you won 2 years ago. I mean it might of been great back then, but what about now? Not so much.

But if you are writing about your industry and are focusing on helping your audience instead of bragging you will see that even 2 years down the road your blogs are still generating interest as well as leads!

HubSpot recently analyzed there own blog and found that over 75% of there blog views and 90% of there blog leads came from old posts.

They also found that “Companies that had published 401+ blog posts in total got about twice as much traffic as companies that published 301 – 400 blog posts.”

The difference in traffic numbers was more pronounced for B2C companies having over 400 published posts. Specifically, B2C companies that published 401+ blog posts total had about 2.5X as much traffic as B2C companies with 301 – 400 total posts.

Now. Don’t go out and write 400 shitty posts in the next week. That won’t work. Eventually overtime, everyone will get there!

Leads. Leads. Leads!

Again according to HubSpot ….

Companies that published 401+ total blog posts got over 3X more leads than companies that published between 0 – 100 total blog posts.

The difference in lead generation numbers was more pronounced for B2C companies that published under 400 versus over 400 total blog posts. Specifically, B2C companies that published 401+ total posts generated 4.5X as many leads as B2C companies that published 0 – 100 total posts.

Key takeaways… if they are not obvious:

If your company makes a commitment to regularly publish quality content to their blogs you will tend to reap the biggest rewards in terms of website traffic and leads — and those results continue to pay out over time.

Quick Facts:
  • Business blogging is steadily on the rise
  • B2B companies with a blog receive more leads than those that don’t
  • A B2B blog has tremendous SEO benefits and organic search attracts high-quality leads
  • A company blog has more long-term ROI than traditional marketing efforts
  • Longer blog content tends to perform better in search engines and average word count numbers have increased in the last couple of years
  • Video is becoming more popular content on blogs.
  • Paid promotion/distribution for blog content has dramatically increased.
  • Websites with a blog have tend to have 434% more indexed pages.
  • Blog articles with images get 94% more views.
  • 94% of people who share posts do so because they think it might be helpful to others.
  • B2B marketers that use blogs get 67% more leads than those that do not.
  • The average word count of top-ranking content (in Google) is between 1,140-1,285 words.
  • Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts.

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