Blogs are a powerful asset to your tech business website. They’re the heart of your marketing content, drive new eyes to your site, and help your pages climb the search engine rankings. But many website owners aren’t sure how often they should post new blogs.
Is there a difference between posting once a month and once a week? If you don’t post regularly, do blogs lose some of their marketing power? Is quality better than quantity?
While there is no “one size fits all” approach to blogging, there are plenty of statistics that can guide you to creating a blogging schedule that works for you and your lead generation efforts.
Numbers to Help Guide Blog Frequency
Posting blogs on your tech business website does help you drive more leads that can then end up converting to sales. So, you shouldn’t just give up on a blog if you don’t have a lot of time to write new articles.
Any blogs you can put up are better than none at all.
B2C businesses with blogs see 4x as many leads as those without them, and B2B businesses that blog get 67% more leads than sites without blogs.
Blog posts are one of the essential fuels that keep your marketing engine running and they can power other content, such as:
- Social media posts
- Videos
- Infographics
- Email newsletters
- Webinars
- Podcasts
- eBooks
When it comes to blog frequency statistics, it’s easy to get scared off when you see one that has an impossible number of blogs being suggested. But, posting with any type of frequency at all is better than not posting, so look at those “impossible” stats as potential goal posts for the future.
We’ll break down the statistics into three categories:
- The Blogging Avengers (8+ blogs per month)
- Consistently Awesome (2-7 blogs per month)
- Blog When We Can (Less than 2 blogs per month)
We’ll show that even those companies that are in the “blog when we can” frequency category can reap benefits from putting out quality blogs regularly on their IT business site.
The Blogging Avengers (8+ blogs per month)
Companies that put out 8 or more blogs per month are usually using a blog service to help them write great content or having all their employees join in to contribute content.
For most small businesses, putting out that many blogs a month is a tall order, but let’s take a look at some of the stats to see why it’s worth it to them to focus so much on generating so much content.
Here are several statistics on those businesses that are super bloggers:
- Companies posting over 15 blogs per month receive 3.5x more traffic than those that post 4 or fewer blogs per month.
- Companies posting over 15 blogs per month see 4.5x more leads than those with 4 or fewer posts per month.
- A 100% increase in blog post count increases traffic 300%. So, if you had 100 blog posts on your site with 1000 visitors/month, if your posts increased to 200 blogs, your traffic could increase to 3000 visitors/month.
According to the Marketing Insider Group, for the highest results for both traffic and conversions, publishing blogs 2 – 4 times a week is the best frequency.
The “magic number” that they found, which results in a noticeable increase in traffic across both B2C and B2B companies is posting 11+ blogs each month.
Who’s got that kind of time?!
One of the drawbacks of posting so frequently, besides just not having that kind of time, is that the quality of your blogs can suffer. If you try to rush through them to get new content out, you could end up putting out blogs that no one wants to read or that are too short to help your SEO or drive traffic.
You can find tips on the best length for a blog post here.
If you do have a team or blogging service that can help you generate that many blogs, then you’ll definitely see the benefits of “more of a good thing” in your traffic, leads, conversions, and ongoing SEO.
Consistently Awesome (2-7 blogs per month)
This category is the “just right” fit for many businesses. Doing a new post each week or every other week gives them time to use those blogs to generate other content and keep their tech business’ marketing engine fueled regularly.
At Tech Blog Builder, we model our service to hit this sweet spot, offering packages with 2 or 4 blogs a month, which we’ve found works very well for many tech business owners and allows them the time to fully capitalize on their blogs by generating other types of content from them.
At 4 blogs per month, you can build up a catalogue of 24 blogs in just 6 months, and as you build that content, SEO and other good things will follow.
Once you have built up just 21-54 blogs on your site, traffic can increase by up to 30%.
Here are several other reasons to blog 2+ times per month:
- Companies that regularly add blogs to their site get twice as much traffic coming from their email marketing.
- Blogs creating traffic that compounds over time, generate 38% of overall site traffic.
- 96% of B2B customers look for content from industry thought leaders.
- Brand awareness can increase by posting blogs 1-2 times per week.
Posting frequency of 2-7 blogs per month allows time for quality content that’s not rushed and can be long enough (generally between 500-1000 words) to garner decent search engine rankings over time.
Blog When We Can (Less than 2 blogs per month)
While all the blogging KPIs will be lower when you’re generating less content, posting 1 blog a month is better than not posting anything at all.
Posting 1-2 blogs per month can increase indexed traffic to your site by 100 visitors/month. Small businesses that at least make an effort to blog at any frequency, can gain 126% more leads than those that don’t blog.
Dangers of blogging less frequently are that you’ll let your blog go without a new post for too long. If a visitor comes to your site and sees that your last blog was from over a year ago, they’re going to think something’s possibly wrong with your company or wonder if you’re still in business.
So, if you just can’t yet fit in blogging more regularly, we would suggest to at least post one blog per month to keep your site fresh and garner some of the benefits of more traffic, leads, and SEO optimization.
Quantity vs Quality
While the statistics show that the higher your quantity of blog posts, the better results you’ll get, content is still king. If you’re posting blogs that aren’t engaging, then the benefit of those posts is drastically reduced.
According to NewsCred Insights, 84% of people expect companies to create fresh content, but it needs to be quality content, or it can turn people off and be a waste of your time and efforts.
Here are a few more statistics that show the importance of providing quality blog content for your website visitors and customers:
- 71% of readers are turned off by content that reads like a sales pitch.
- The average pieces of content customers read before making a buying decision is 11.4.
- 95% of B2B customers consider a company’s content as trustworthy when deciding to do business with them.
It’s not just your readers that want to see quality content, Google’s algorithm (and entire mission) is designed to feed quality search content to people. So, if a blog page has a short dwell time on page and people tend to quickly hit the “back” button because they don’t like it, that content is going to drop in search ranking.
According to a Search Quality Senior Strategist at Google, content is one of the top 3 ranking factors for Google search results.
Content quality factors that improve your search result rankings for blogs include:
- Time on page
- Low bounce rate
- How relevant your content is to the search term used
- The readability of your content
- Content quality as related to the subject searched
- Content being original and not copied from another site
Tips for Finding Your Perfect Blog Frequency
The best blog frequency for any computer services business is going to depend upon multiple factors, such time, ROI, and talent for writing content.
Blogs are proven to generate leads and sales and give you a way to gain SEO over time for your site. So, for all businesses of any size, they’re an important part of your marketing strategy.
For finding that perfect blog frequency, you want to consider:
- How often you can write a quality blog
- Whether you can have custom blogs written for you
- What other content marketing you want to generate from your blog (videos, social media, email newsletter etc..) and the time it takes to do that
- What your customers expect from you when it comes to fresh content
We’d suggest the following when planning your blog content and how often you’re going to put it out:
- Start with 1 blog per month minimum: To gain meaningful lead generation results from your blog as soon as possible, we’d suggest doing at least one blog per month.
- Be consistent: Consistency in when you put out your blog (for example, every Wednesday), builds trust in your company and encourages more loyal readership, because people will know when to look for your blog.
- Plan blog topics in advance: Planning your blog topics in advance, rather than on the fly, can make blogging regularly easier and ensure you’re covering key topics relevant to your readers, not repeating the same topics too soon, and help you better take advantage of timely seasonal topics.
- Take time to for SEO: It doesn’t add too much time to your blog writing to optimize it for SEO. Just pick 1-2 keywords to sprinkle in that compliment the topic, and ensure you have 1-2 backlinks within the blog to other pages on your site.
Blogging Regularly (at Any Frequency) Gets Results
The bottom line is that whether you blog twice a month or twice a week, putting out quality blog content regularly is going to get you more customers and help your business grow in multiple ways.
How often do you blog? Share your blogging tips in the comments!
