Blog on a Daily Basis (If You Can)
According to HubSpot’s 2013 State of Inbound Marketing Report:
Seventy-nine percent of companies who have a blog report a positive ROI for inbound marketing this year, compared with just 20% of those companies that do not have a blog. In fact, 82% of marketers who blog on a daily basis acquired a customer using their blog, as opposed to 57% of marketers who just blog monthly – still an impressive statistic!
Basically, this data is telling us that blogging on a monthly basis is good, but blogging on a daily basis is even better. If you’re currently in the “monthly basis” group, it’s time to seriously consider ramping up your blog posting frequency. Yet, the most important thing to think about is whether or not you have the resources to do so. If ramping up your blog posting frequency means that the additional content might be rushed or the quality might not be as great, don’t even think about it. But if you can seriously allocate more resources to the blog and content creation and ensure a high level of quality in doing so, your business can reap the rewards.
Posting blog content on a “daily basis” can mean different things to different companies in different niches. For example, B2Bs that target a M-F 9-5 crowd might not see any traction with their posts over the weekends. In this case, daily blog posting should only occur M-F. There’s no sense posting a great blog on a Saturday and sharing it in social media when nobody is going to see it and it will be so far out of the Feed come Monday morning that it gets missed entirely. For those targeting consumers that will be on the lookout for products or services every day of the week, “daily basis” can mean every single day. Again, only if you have the resources to do so!
Now, you may be looking into your marketing budget and thinking that you have enough to start blogging daily but are still hesitant because you’re wondering, “What the heck are we going to post every day?” No matter what industry you are in, we’re here to say that it is possible to post quality blog content daily! The key is to develop a blogging schedule ahead of time and not overthink each blog topic too much. Yes, it needs to be interesting- but it doesn’t always need to be too complex! If your target audience will benefit in some way by reading it, that’s really all that matters.
To keep the blog active on a daily basis and keep your target audience members engaged, it’s important to vary the types of content. Thought leadership content should make up the bulk of your blog posts but don’t forget about all of your other options. You can repurpose older blog posts and update them, share case studies, videos, infographics, and stories. Don’t forget about allowing guest posts on your blog. Guest posts shouldn’t make up the blog, but a few times a month is certainly OK as long as you follow SEO best practice and nofollow the links.
If quality daily blogging just isn’t in your reach right now, what about just adding a few more posts a month. Are you able to blog once a week? Once every other week? Look at your budget and allocate whatever amount to content that you can. Even a little bit extra can make a difference.
Categorized in: Content Marketing
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