“Is there an ideal blog publishing frequency?” is a question I often hear from our prospects and customers. It’s no wonder. For many larger companies, scheduling blog posts is a guessing game at best.
Unfortunately, even some content teams for large, established brands don’t really have a coherent blogging strategy in place. As a result, their content calendar looks like a random patchwork quilt.
Do all audience segments want to read posts at the same frequency? If not, how do we know how often to post for each segment?
Statistically, blogging two to four times a week is a good rule of thumb to aim for. According to research, this posting frequency yields more traffic and conversions for both B2C and B2B companies.
But there’s a caveat. Those studies assume that you have a well-organized, customer-focused, and data-driven content strategy. And, those numbers don’t tell you which segments should get more posts and which only need two per week.
Done right, content marketing starts with the customer. As content strategist Kristina Halvorson put it, “The heart of any good content strategy is putting your audience or putting your users at the center of everything you do.”
Since studies show that more than 60 percent of customer purchases begin with a Google search, your content planning teams should first discover what your target customers are searching for – and how frequently they search.
So, any answers about the perfect posting frequency will depend on your target audience’s questions, pain points, curiosity, and other factors that drive their searches.
Start with a Deep Dive into Your Analytics
Start by sketching out buyer personas. Use your social media and content analytics to discover your audience’s demographics, pain points, needs, location, preferred channels, time online, and other characteristics.
Create a “portrait” of these target customer segments. Some content teams like to give these buyer personas descriptive names, like “Busy Builder Bob” or “Techie Tina,” to create a snapshot of their needs.
Then, start asking questions. Use your social media platforms to reach out and learn what kinds of information they need to solve their problems or satisfy their curiosity.
Ask them how often they read your posts – and if there are any topics that you’re giving short shrift to. Are you posting so frequently that they roll their eyes when they see yet another blog post about your pet topic in their inbox?
Learn how often they’re online and at which times. Fine-tune your content strategy, including your publishing frequency, to align with your audience, not vice-versa.
Collaborate with Your Sales and Customer Service Teams
Your analytics might tell part of the story about how frequently your prospects and customers want to hear from you. Email open frequency, for instance, can give you some insights into how often you should post your newsletter to various subscriber segments.
However, your sales and customer service teams speak with prospects and customers daily. Content collaboration with these customer-facing teams can reveal the frequency preferences of each segment at various stages along their buyer’s journeys.
Posting frequency insight isn’t the only benefit that can come from these conversations. Make sure that you learn what questions they get from your prospects and customers. Answering those questions through targeted content can help drive buying decisions and loyalty.
Look at Optimum Blog Publishing Frequency Statistics
Once you’ve researched your target audience’s topic and frequency preferences and have aligned your strategy with their needs, study the general data on blog publishing frequency. According to a landmark 2017 HubSpot report, blog posting frequency affects several key metrics for both B2B and B2C companies.
Driving the right kinds of web traffic – qualified prospects and current customers – to your website is a significant metric, particularly when you are expanding your corporation into new markets. In addition to shoring up the focus of your content, you should speed up the frequency at which you publish posts.
Image via HubSpot
You don’t have to be a mathematician to see that the web traffic curve rises gently until it gets to the 9 to 15 times per month point. From nine times upwards, it takes off like a jet with a hotshot pilot, making 15 blog posts a month the minimum frequency you should shoot for.
These numbers continue to rise for both B2C and B2B companies beyond the 15-post level. Companies that post more than 25 times a month can realize a massive rise in their web traffic. The difference is even more striking for B2C businesses.
Image via HubSpot
Traffic that doesn’t convert into leads might build brand awareness, but it doesn’t drive a company’s ultimate goal – to increase revenue. Leads directly impact revenue, and the more blog articles you publish, the more leads your company will bring in.
Image via HubSpot
Here’s where the numbers really shoot up once you exceed the 15 posts-per-month level. Provided that you’ve done your homework in targeting the topics and frequency to each of your audience segments, the number of leads rises exponentially.
Image via HubSpot
Again, B2C enterprises benefit the most from more frequent posting. However, the increase in leads for even B2B companies is well worth the extra effort among your content production teams.
In fact, even though the gain in leads might be slightly less for B2B companies than B2C ones, the revenue from those leads will likely be greater since B2B purchases are usually for higher-dollar amounts.
B2B content teams that milk their high-dollar leads with personalized account-based marketing content can see even better results. Targeting decision-makers with content that addresses each executive’s specific concerns can differentiate what your company offers versus your competitors.
Tailor Posting Frequency to Customer Needs and Preferences
Blog posts that laser-focus on your target customers’ needs are essential to succeed at the scale that enterprise content production requires. However, finding the perfect frequency for each audience segment, yet ending up with the volume that delivers the most traffic and leads, can be a juggling act without a platform that integrates audience feedback and analytics into your planning notes.
A comprehensive content marketing platform can streamline the process, allowing you to plan, schedule, create, and automate your content around your analytics, incorporating audience feedback into the mix. With in-depth analytics plus a suite of features that can take your teams from the germ of an idea to measuring its ROI, DivvyHQ can take the drudgery out of content marketing management.
Join the growing number of companies that have tried and adopted this one-stop-shop content management system. Sign up for your free 14-day trial today!