Too often, B2B blog frequency – how often you post – is based on one rule: “Whenever we have time for it.” That’s understandable…but it’s not a good rule. Blog frequency should tie into your goals, and it can help out your SEO, positioning, traffic and much more! Let’s look at what you can get away with, what you could be doing, and why it matters for your business.
Minimum content is a good place to start, because the rules are a bit simpler. When you are first starting a blog or jumping into content marketing, the goal is to get into a rhythm of creating regularly content. It’s okay to go slowly while you’re learning the ropes. However, we caution against going too slowly as you won’t learn anything at all. In the early days, try to have at least one post per month until you find a good routine.
However, while one post per month is a great place to start, it’s not a great place to stay. You will want to ramp up your content eventually. The B2B world is a bit more lenient here, because there’s less demand for instant, always-there gratification from the audience. You can get away with a few posts per month if this fits your brand well. However, studies have shown that if you really want to perform well, you need to have at least 16 posts per month, which wins around 3.5 times more traffic than just a few posts per month.
How much is too much? You don’t want to publish so often that your audience misses your content or quickly gets bored. The “too much” line tends to differ based on your audience and their expectations. Bloggers have found that posting five times per week can lead to complaints and followers who choose to unfollow – which is bad news.
Take both minimum and maximum content at once, and it looks like the sweet spot is around four blog posts per week. However, that advice needs to be weighted toward the industrial B2B world, which tends to be less interested in super-frequent content, and more interested in quality content. Suffice it to say, posting 2-3 times a week is a good “maximum” rule, to be customized as you go along – we have actually found this strategy works well for many of our manufacturing, LBM and industrial clients. Any more than 2-3 pots and your returns may diminish rapidly, which is not the direction your want to go.
Now that we’ve covered min and max, let’s talk about high frequency strategies and low frequency strategies. A high frequency strategy focuses more on producing short posts at a more rapid rate. This strategy typically has two important goals. The first is to increase traffic to your sight, especially from new leads who may notice some of your posts (this typically involves plenty of social media promotion, too). The second goal is to improve SEO. While Google can sometimes be inscrutable, the company has made it clear that it favors fresh content that covers the latest news. Focusing on fresh content could help your company get a page rank boost.
Another common strategy is creating longer(think 700-1,000 words or longer) blog posts, and post less frequently. The goal here is primarily about positioning: This is a great way to define your company as a thought leader, fuel LinkedIn discussions or increase the chance that an industry publication may curate your information. If you want to define your brand this way or earn respect as an influencer, this is a good path to follow.
Of course, we will quickly add that you don’t have to follow either of these strategies. With a middle of the road approach, you would post short articles regularly interspersed with less frequent, specialized posts that dig deep into a topic. This may help you get the best of both worlds – but it also takes more work.