Marketers know they need to blog to win the content marketing game, but what they may not realize is that it’s easy to fall behind the pack if you’re not generating posts regularly. Most companies would say they have a corporate blog, as evidenced by Eloqua’s State of Content Marketing report. Around 83 percent of those surveyed said they blog, but only 39 percent would say they do so frequently.
You call that frequent?
It turns out they use the term “frequently” somewhat loosely. Roughly 4 in 10 percent publish six or more blog posts per month and less than a quarter write at least 11 pieces during this timeframe. This publication pace might be sufficient to drive ongoing results if the brands are supplementing blog posts with other formats, like news content or white papers, interviews and infographics. However, it may not be enough to keep the SEO machine warm if companies are only putting fresh pieces on their sites a couple of times each week (for 11 posts/month) or even less frequently.
Data shows this correlation is true on a smaller scale, and companies generating a handful of daily posts receive more website visits than competitors publishing less often.
There is evidence that regular content creation is a key component for web marketing results. Brafton recently covered a KissMetrics report about “The Science of Social Timing,” which found a strong relationship between the number of posts published per day and the volume of unique pageviews.
The key is consistency
At the pinnacle of popularity, sites that set 30 pieces live in a day have upwards of 1.8 million unique daily viewers. These domains are probably major publications that have wide readerships. However, the data does show this correlation is true on a smaller scale and companies generating a handful of daily posts receive more website visits than competitors publishing less often.
As blogging becomes a normal part of brands’ presences online, marketers will need to do more to stand out amid the growing noise. It’s no longer enough to have a blog section that is rarely updated. Companies need to turn their pages into rich archives of information that answer prospects’ questions and keep customers on their toes with timely updates.