Frequent publishing helps businesses see ROI from content marketing

Published on
by Brafton Editorial
A report from HubSpot found that publishing frequency is a strong factor in the success of a content marketing campaign.

Many organizations launching content marketing campaigns struggle to identify the proper frequency for publishing. HubSpot’s 2012 State of Inbound Marketing report suggests that multiple daily posts helps companies boost conversions.

According to the study, 92 percent of businesses publishing multiple articles every day acquired customers directly through their blogs. However, just 10 percent of companies using content marketing publish content daily, with the vast majority (60 percent) posting new material on a weekly basis.

HubSpot found that the percentage of companies gaining business from their content marketing campaigns decreases as publishing becomes less frequent. For example, 78 percent of businesses with new articles going live every day have boosted conversions with their content. Seventy percent of publish content two or three time each week acquired customers with their articles.

Monthly publishing helped 56 percent of marketers add business, while less than monthly was beneficial for just 43 percent of companies.

From 2011 to 2012, very few businesses using content marketing shifted their publishing frequency. In 2011, 10 percent of companies posted articles daily, and that number remainded unchanged. Similarly, 61 percent of responding organizations published at least weekly last year, with 60 percent saying they do so this year. Monthly or less registered 29 percent of responses a year ago and 30 percent for 2012.

Frequent updates have several overall benefits. On the SEO side, website updates bring search crawlers back to index more pages. More content means more indexed pages, which helps with search standing – and Google’s fresh factor algorithm considers the recency of content for ranking. Moreover, readers and prospects will likely see a company’s website as a more trustworthy authority when it consistently publishes valuable content.

Brafton recently reported that admittance into Google News, which can help content marketing campaigns gain further visibility, is often reliant on a website’s niche authority. Moreover, original news content marketing material will help an organization appeal to Google News and news readers.

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