A company blog requires considerable effort and effort.
A question that we get asked very often in connection with company blogs is:
How much work do I have to spend to successfully attract prospects and customers with my company blog?
Is it enough if I blog once a month, or do I have to publish content several times a week?
Our partner Hubspot wanted to know exactly and carried out a study with over 7000 companies that run a company blog. The number of websites and landing pages, the number of blog posts, and activity on Twitter and Facebook were analyzed. The results of the following graph are recorded using standardized index figures to make the results of 7000 companies comparable.
Let's start with the first question: How much (more) work do I have to do to attract customers?
To answer this question, Hubspot examined the number of websites (website pages) of a company. As an active blogger, I automatically create a new website with every new blog post. It was investigated how the number of websites affects a company's traffic.
In the graphic above, it is clearly visible that the number of websites (articles) has an enormous influence on the traffic index (the number of visitors). Up to a threshold of around 300 pages, growth is linear and then intensifies to an exponential growth curve.
We recognize that publishing a blog post here and there isn't much use. The amount of content has a strong influence on the number of visitors. We can see the effects of the number of pages even more clearly when looking at the following statistics
In the B2C sector in particular, the exponential growth potential is becoming apparent with the increasing number of websites. Extensive pages with lots of content have a clear advantage.
In the last chart, we now look at the company sizes. We recognize that small companies with 1-10 employees in particular benefit greatly from a high number of websites and blog posts.
In summary, the results make it clear that corporate blogs are particularly worthwhile if relevant content is created regularly and over a longer period of time. If you expect to publish 2 blog posts per week, you'll get 104 new posts per year. Within 3 years, 300 posts that are linked to your company in addition to your company pages add up. The big advantage of a corporate blog compared to print marketing is the increasing value of content. While the print content fizzles out after a short period of time, the blog content also brings traffic and interested parties to your company site over longer periods of time. If these posts are also optimized for your brand's most important keywords, they will generate visitors, leads and finally new customers as they last.
In summary, the following conclusions can be drawn from the results:
1. Regular content: The more frequently and regularly you maintain your company blog, the faster your number of visitors increases.
2. Long-term planning: To achieve dynamic growth, you need 300-400 websites. See your blog posts as long-term investments in your company, as good posts still generate traffic even after years. After a certain number of posts, they can achieve exponential growth (rather than linear growth). If you manage to publish 2 blog posts per week, you'll generate 104 websites per year.
4. Find your niche: If you focus on the right niche, you can achieve lasting inbound traffic even as a small company. That is why it is particularly important to analyze this niche before starting the blog and get regular SMART goals to set.
