You may have heard that blogging is a critical part of an innovative marketing strategy.

But how frequently do you need to publish content to see a return on your marketing efforts?

According to Pamela Vaughan, Principal Marketing Manager of Optimization at HubSpot:

“Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads. And if you still need to be convinced that you should start a business blog to begin with, keep in mind that B2B companies that blog only 1-2X/month generate 70% more leads than those that don’t blog at all. In other words, blogging even just a little bit can make a big dent on your leads goal if you previously weren’t blogging at all.”

Consistency is key

Consistency is important because the articles you publish help your search engine optimization (SEO). And, the impact your blog has on web traffic isn’t only limited to the articles you post this month. When you are committed to regularly publishing blogs, you’ll build up a powerful arsenal of content.

With each article you post, you will create more pages pointing to your website. You’ll also be seen as an industry expert and thought leader.

“An average company will see a 45% growth in web traffic when increasing total blog articles from 11-20 to 21-50 articles.” – Hubspot

3 Tips for Consistent Content Creation in Busy Companies

• Have an overall marketing strategy. It’s easy to get burned out when you are blogging if you don’t have a plan to follow. A marketing strategy that includes basics- your goals, your target market (and how to reach them), and your strengths and weaknesses- will help you stay focused and not wander in your content efforts.

• Prioritize early. The best way to create a consistent and impactful content strategy is to focus on what your customers care about.  A simple way to start is to make a list of the questions that you are regularly asked.  Then answer them.

• Create a central hub for resources and idea sharing. Unless you know everything about your industry and how it benefits your customers, consider bringing multiple people or teams into your idea and review process. A simple Excel or Google Drive spreadsheet will do the trick.

Blogging is a time commitment. However, sticking to it can generate valuable marketing results that are more likely to result in qualified sales leads.