HubSpot recently shared perspective on how often to publish posts to a company blog. This is something we often discuss with our clients, so I was interested to see what HubSpot revealed.
As a business, we maintain our own blog, which is a significant investment of resources. Since the start of 2019, we’ve published two posts per week on the Communiqué PR blog. Previously we had maintained a cadence of posting three blogs a week and still tend to post largely new content (versus reposting past posts). When we decided to decrease our posting frequency, we wondered how it would impact our brand awareness and site traffic.
The HubSpot post, “How Often Should You (or Your Company) Blog? [New Data]” suggests the ideal frequency of publication depends on several factors including size of company, resources for developing content, the intended objectives for the blog, etc. HubSpot offers these tips based on the following objectives:
To Drive Organic Traffic
- Publish as much optimized content as possible
- Small blogs post three to four new posts a week
- Large blogs post four to five posts a week (new and updated content)
To Increase Brand Awareness
- Diversify content and provide useful information
- Small blogs post new content one to two times a week
- Large blogs post content (new and updated) three to four times a week
Since downshifting our weekly blog publication schedule from three to two posts at the start of 2019 we have seen an increase in our site traffic by almost 30 percent over 2018. Of course, there are myriad variables that influence our site traffic and the page views of our blog posts. However, it is great to see our traffic has not dipped with the decrease in weekly posts and continues to support our business and communication objectives.
A company blog requires an ongoing commitment to publish content that is of interest and value to your target audience(s). It is important to make sure all marketing and communication activities are aligned with your organization’s business objectives. We regularly monitor to see what content on our blog generates the most traction – views, time on page and reposts/shares via social media, etc. This allows us to refine what content we share moving forward to ensure we are providing value to our readers.
To gain additional guidance on blogging, below are some past posts that might be of interest:
Refresh Your Blog: Three Unique Approaches Your Brand Should Consider
For the Love of Blog: Don’t Forget to Include Blogging in Your 2018 Plan