How often should businesses post articles to their blogs?
The more, the better. In recent years, the use of blogging has increased within
companies, particularly in marketing. Research studies show that companies that
blog more, have more consistent sales than those who don’t. For example, “HubSpot” recently released a 2010 State of Inbound
Marketing Report, based on an analysis of 231
marketers, which on the whole, showed that businesses which blog multiple times
a day, more consistently acquire customers from blogging.
The survey also
showed that the rate of customer acquirement evidently declines progressively along
with the rate of blog posting. 100% of the respondents who blog multiple times
a day have generated a customer base from their blog; whereas around 90% of
respondents who blog daily and 69% of respondents who blog two or
three times a week gain more customers.
The results don’t
necessarily mean that it is essential to add posts to a blog three times a day
to get an impact out of it. Blogging once or twice a week is certainly better than
not blogging at all and surprisingly, it’s actually how most companies
start-up. Other key findings
of the report showed that:
- “Inbound marketing-dominated organizations average a 60% lower cost-per-lead than outbound-dominated organizations”.
- With technology becoming more advanced in recent years, now, over 40% of customers are using websites such as Twitter and Facebook and blogs have generated a customer base from those channels.
In relation to
this, a study from 2009 showed that the use of blogging by business made a
general impact on their overall success. The data found from the investigation
showed that companies that blog have far better marketing results. In
particular, the average company that blogs has:
- 55% more visitors
- 97% more inbound links
- 43% more indexed pages
Why is the amount
of website visitors important? Because more visitors, means more people to
boost sales and profits.
Why are inbound
links important? Inbound links are incoming links to an additional
website or web page. These links signal
authority to search engines, and
therefore increasing chances of getting found within search engines.
Finally, why are
indexed pages important? The more pages you have on a website/blog, the more chances there are of getting found in search
engines.
Blogs are the
newest and fastest growing form of online community. The use of blogs can also
be described as online personal journals. They have been building an
enthusiastic following among Internet users. For example, one website (www.livejournal.com) had around 690,000 users after four years
which is ever increasing (Solomon et. al, pg 389).
A report from eMarketer.com (2011) predicted that companies
will use blogs for marketing purposes will rise to 43% by the end of 2012, in
comparison to the 34% in 2010. “This forecast reflects the increasing use of
blogs by media companies, marketers and other businesses such as retailers, B2B
firms, academic institutions and government agencies.”
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