Should you post short, topical posts at a high frequency? Or is it better
to post in-depth posts with only the most highly-targeted information less
The answer lies somewhere in between.
What you want are quality blog posts in a quantity that drives traffic to
your website, converts that traffic into leads, establishes your brand as
an authority and drives long-term results.
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Here are some important guidelines to steer your blogging efforts:
Frequent blogging really does drive traffic. It also improves SEO and
fosters a connection with your target audiences.
HubSpot and Moz ran concurrent experiments to determine the optimum number
of blog posts for each of their sites. HubSpot found its sweet spot was
four posts per day. For Moz,
its admittedly unscientific findings
suggested that posting less frequently than once a day (the pre-test norm)
resulted in a drop in traffic. Doubling its norm resulted in slightly
HubSpot also learned that the more blog posts a company publishes per
the more traffic it sees on its website, and the more inbound leads it receives. A company that publishes 16 or
more posts per month receives nearly three and half times more traffic than
a company that publishes four or fewer monthly blog posts.
To establish the ideal frequency for your own company blog, you’ll need to
run some tests of your own, but it seems clear that the more, the better.
No matter how much you post, always keep your audience in mind.
should help create valuable ideas to cultivate your audience. Blogging
about random topics just for the sake of blogging more, isn’t going to get
the job done.
Blog length is a matter of preference.
There is no perfect length for a blog post. Instead of trying to adhere to
specific word counts, focus on getting your message across in a
descriptive—but concise—way. In other words, the number of words it takes
for you to make your point is the length your blog post should be.
No one blog post will double sales.
While it’s no secret that in-depth posts may perform better in search
engines, every post on your company blog doesn’t need to be an analytical
or in-depth long-form piece. Quick and easy blog posts can be enormously
effective. As long as you provide your audience with valuable information
that addresses its needs, your site will be rewarded with visitors that
convert into leads.
There’s no such thing as too much testing.
changes its search algorithm
500–600 times per year. That means you need to analyze your site traffic,
subscribers and leads on a continual basis to see what works best for you.
What keywords are driving the best (most qualified) traffic and leads?
Google Analytics can be a good place to start. You can use it to:
- Create your own SEO dashboard.
- View organic search traffic.
- Measure the quality of SEO traffic.
- Assign monetary values to organic traffic.
- Identify slow-loading page times.
Frequent testing is one of the most effective ways to make significant
improvements to your online presence.
Focus on content that performs.
Once you’ve reviewed your Google Analytics and analyzed page performance,
look for patterns within your blog content.
Which keywords and blog posts are driving the most traffic and converting
quality visitors into leads? Those are the topics you should focus on
writing more about. Performed properly, these tests give you concrete proof
of what changes you can make to drive more traffic—and conversions—to your
Make sure you’re getting as much out of your company blog posts as you
should. After all, if you’re taking the time to write great content, you
should maximize its value. Share blog posts
across your social channels
to get more bang for your buck. Just be sure to switch up the messages you
use when sharing—make each tweet, post or share distinct from the others.