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How Often Should You Blog As Part Of An Inbound Marketing Effort?

Inbound Marketing NumbersInbound marketing pros everywhere are constantly discussing how much blogging is required to drive leads. Yesterday, HubSpot produced a slew of data that attempts to answer the age-old question. Today, we’ll take a look at the data and apply some of our own research to help you make your own decisions for your inbound marketing campaigns.

In case you don’t want to weed through the report, here are a few of the major blogging best practices from the study.

Drive To 400

Visitors and lead results appear to increase more dramatically when you get to 400+ blog articles. This is likely due to the number of indexed pages on your site and Google’s desire to promote sites with fresh content. Each blog article represents a new indexable page, and the more you create new blog articles, the more fresh content you have on your site. If you’re writing your blog articles with search and contextual search in mind, then using blogging as a way to get found and drive organic search results means you need to pick up the pace to get to that magic number of 400.

Some of the businesses we work with come to us with blogs that already contain content. Some of that content might be outdated, or perhaps it wasn’t created with search in mind. But, with this new research, you want to make sure you’re bringing as much of that old blog content forward as possible when you create your new inbound marketing blog, even if that means reworking the content to make it more search and social friendly.

This information supports the idea that inbound is a long-term play, something you have to be committed to for a number of years. Inbound is a marathon, not a sprint. It takes patience and commitment.

16 Per Month

It also looks like there might be a tipping point at which results accelerate: around 16+ articles a month. So, you’re talking about four articles a week. This can be extremely challenging for even the most prolific content creators. It means you need to get smart about how you create blog article content. We typically deliver a mix of curated content and purely original content. Don’t misunderstand: This isn’t curated from outside sources, but rather from the long-form content we’re promoting with each of the curated blog articles.  

To be even more specific, we’ve learned that you can extract original blog article content directly from long-form content. If you have a whitepaper with 10 tips on anything, those 10 tips represent 10 potential blog articles. Pull that content out, adjust it for the blog accordingly, optimize it, socialize it and post it with a CTA that offers readers the full piece of long-form content. Now you have a blog that generates leads, drives new visitors and optimizes the time and investment you’re making in your inbound program.

Data, Data And More Data

Today, we have more information on the performance of our marketing than ever before. The fact that HubSpot and companies like ours know how many blog articles it takes to get found and get leads is remarkable.

Make sure that you’re reviewing the performance of your blog articles. Are people sharing them? Are they converting readers into leads? How many people are viewing each article? Use this data, which is delivered in almost real time, to adjust your content strategy over time. Sunset those topics that get a low number of views and shares, and double down on topics that drive views and leads.

Before you know it, you’ll see your views and subscriber charts skyrocketing up and to the right.

Start Today Tip – Blogging serves multiple masters. It helps you get found, provides your visitors with thought leadership and should be turning readers into leads. But, you’re in a race. The sooner you get started and the faster you run, the better your chances are. The data supports this. Make sure you have an aggressive editorial calendar so you’re able to produce blog article content that fits perfectly with your content marketing strategy. This helps you create blog articles quickly while ensuring that they support your search strategy. The more you blog, the more visitors you get to your site. It’s that simple.

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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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