Research tells us that 16,000 new words per month — 16 blog posts — drives an average of 3.5 times more web traffic and leads
How often should you blog? For corporate brands “You can never blog enough.”
Do you blog once a week on your corporate website? You’re already beating the average — which is not good, considering analysts and experts advocate a minimum of twenty posts a month. 
Your corporate blog is a four letter word. Some corporate marketers believe blogging is a cursed nuisance, a time-consuming or useless chore, or — at best — a necessary evil. But new data indicates that a blog post every other day (or sixteen times per month) will generate 3.5 times as much qualified traffic as compared to a weekly blog.  Linkedin, the most influential social media platform for business brands, actually recommends no less than twenty. 
The impact of monthly blog posts on inbound traffic for both B2B and B2C according to data compiled on Linkedin
Blog often, Blog Well, Never Surrender
So what’s holding you back? More than likely time. If your to-do software is reminding you to write that nuisance blog post, but you “postpone” the “to-do”, you’re in good company. The majority of corporate marketers place the blog as the lowest priority, after all other “necessities” are completed. Managing the current ad campaign, writing the latest press releases, planning the next trade show, working on the collateral the team needs — these all come first, right? The blog? Well, maybe next week?
Nor is this just a numbers game. I will be the first to advise clients to blog less often if increased frequency reduces quality. A corporation cannot blog below its standard. If the data in this article compels you to write more often, but your quality suffers, then frequency has actually hurt your situation. One quality post a week is still better than 3 light-weight blog posts. Never-the-less, while maintaining quality, most corporation do have to find ways to blog more often.
Hubspot and Linkedin research data both point to a high client acquisition correlation with blog frequency. Although this is charted 2012 data, a recent 2016 Hubspot study supports this ongoing trend.
Direct Relationship: Frequency of Blogging Results in Increased Client Acquisition
HubSpot, who regularly analyze inbound marketing practices (blogging, social media and SEO) come out with yearly data that consistently points to the very strong relationship between frequency of blogging and clients acquired.
There are many surveys, including several by Persona Corp, indicating a verifiable relationship between blog frequency and qualified traffic. But HubSpot’s data went further, pointing to an increase in actual business acquisition.
Impact of client acquisition by channels of inbound marketing. Although this is 2012 data, new data from Linkedin supports these numbers.
Three Times the Leads
Specifically, HubSpot’s data, is similar to separately reported Linkedin data that indicated when a corporate blog reaches 400 blog posts in the archive this translated into an average of just over 300 leads monthly — three times the leads as compared to corporate websites with only 100 posts. (Bear in mind these are averages.) If you are posting once per week, on average, it will take you 400 weeks (7.6 years) to bring your level of leads up to the 400 range. A 16-posts-per month blogger will be at 400 posts in 25 weeks (less than half a year). 
Another consideration is search engine “juice”; Google positively indexes sites with regularly updated content. Daily bloggers gain high credibility on search engines. Sites like Wikipedia and Amazon, with extensive daily content, bring in exponentially more qualified traffic than even the corporate blogger who is struggling to maintain the baseline16 per month.
Comparison of the lower-cost lead acquisition methods (higher is better). Blogs, social media and SEO are much more cost-effective than paid search, tradeshows, and advertising.
Once a Week Bloggers — Might As Well Not Bother
What about the once-a-week blogger? Really, you might as well not bother. The time you invest in that one post won’t really create even a blip in search engine terms, nor will it accrue enough archived posts to generate the leads and acquisition. It will take years to reach the threshold of 400 posts.
For example, according to the benchmark data, sites who post four blog post per month will average under 100 qualified indexed traffic. Meanwhile, sites with 11 posts per month can expect to earn 350 qualified indexed traffic on average. As the total in the archive increases, these numbers grow exponentially. Once there are 200, 300 or 400 archived posts, the qualified traffic is really flowing.
Social Media Frequency
Although this feature is meant to cover “blogging” — which is the lowest priority task in corporate marketing — it’s important to also consider social media frequency. I’ll cover social media in another feature, but it’s worth noting the frequency recommended by Buffer :
- Twitter: 14 times a day, never more than once per hour
- Facebook: 2 times per day, seven days a week 10am to 3pm
- Linkedin: 1 time per day, 8am
- Google+: 2 times per day, 9am to 7pm.
These numbers are hardly shocking, since various experts have long advocated organic blog content — even over other methods such as paid traffic — to earn truly qualified leads that result in acquired business.
However, the lofty goal of 16-20 blog posts per month tends to be difficult to manage within internal resources — particularly in corporate environments that favor outbound versus inbound marketing.
Since content is very cost effective, and the results are sustained — with the archive of blogs growing in value over time — most corporations struggle to find ways to manage quality, original content every month.
Companies without a dedicated internal blog writing team really have few options:
- Hire in a new full time team member to exclusively blog.
- Assign a rotation of internal team members to blog on a schedule.
- Engage an external content team on contract.
- Ignore the issue and focus more on paid campaigns, outbound marketing and advertising.
There are a few other options, but these four represent the main choices.
Pros and Cons
In most situations, corporations opt for a blend of all three tactical directions. The pros and cons are:
- Full Time Team Member: Generally, the full time team member — depending on size of company — ends up working on social media as well as blogging. Social media really should be its own full time position. Full time team members eventually become very knowledgeable, but tend to be junior writers (since senior expert writers generally bring home six-figure salary levels). With internal teams, forcing the 16-20 blog posts as a metric sometimes results in rushed work, especially if only one person is producing.
- Rotation of Team: This solution can work for companies with a motivated team and strong culture of cooperation. In most cases, however, the rotation tends to make the blog even lower priority. Often the person “on duty” will miss the deadline due to more pressing tasks. Those who make the deadline may miss deadlines/output on primary duties. Since the rotation tends to be amongst team members who are not professional writers, the level of writing skills and knowledge of product/service varies widely.
- External Content Team: External content teams are the most common approach — for good reason. The external team brings in the talents of various expert writers. Rather than a single byline, the corporate blog becomes a virtual magazine with contributions from many expert writers. Experts such as medical doctors, engineers, analysts, scientists and researchers are all typically available. Since content is contracted, normally the 16-20 blog posts are delivered on deadline. The overhead of a full time staff member is avoided. All of this assumes a quality external team (such as the Blogertize team, I might humbly suggest.)
- Replacement: Ignoring blogging in favor of outbound and paid advertising is the most expensive way to bring in qualified leads. Comparing cost-per-lead blogging is the least expensive by a wide margin.