"Blog early, blog often."
In the inbound world, these are words to live by. After all, blogs help businesses attract new website visitors and convert them into leads. Each time you publish an original blog post, you're creating a new opportunity to get found in search engines, get shared on social media, get linked to by other sites, and get a new person to interact with your company.
The question is, how often does a company need to blog?
To help answer this question, we pulled some blogging data from HubSpot's 13, 500+ customers. Below are a few charts and stats to help you understand how the number of blog posts published monthly and in total can affect traffic and leads, depending on company size and business type.
How Many Blog Posts Should You Publish Every Month?
As you lay out your editorial calendar, you're thinking hard about your monthly traffic and leads goals - and how many blog posts you'll need to publish to hit them. Below is some data to help you figure out what type of publishing volume your business should try.
The Effect of Monthly Blog Posts on Traffic
The charts below show the impact that the number of published blog posts per month has on inbound traffic - overall, split up by company size, and then divided up by B2B and B2C companies.
As expected, we found that the more blog posts companies published per month, the more traffic they saw on their website. Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4 monthly posts.
When you segment the above results by company size, the results get even more interesting.
Companies with 1 - 10 employees: The small companies that publish 11 or more blog posts per month drive much higher traffic than companies of the same size that publish fewer than 11 blog posts. Those that published 11+ posts per month had almost 3X more traffic than companies publishing 0 - 1 monthly posts, and about 2X as much traffic as those publishing 2 - 5 monthly posts.
Companies with 11 - 25 employees and 201+ employees: Like the companies with 1 - 10 employees, comanies with 11 - 25 employees saw the largest jump in traffic numbers when they published more than 11 blog posts per month. In fact, when the companies with 201 or more employees published 11+ monthly posts, they got 3.5X more traffic than those publishing 0 - 1 blog posts per month.
Companies with 26 - 200 employees: The larger companies that published 11+ blog posts per month had a little less than 2X more traffic than those publishing 0 - 1 posts per month.
B2B vs. B2C
For our customer base, both B2B and B2C companies had more inbound traffic to their websites the more blog posts they published.
For B2C companies, there was a steady positive correlation between the number of posts and traffic.
Results for B2B companies were a little different - though there is a positive correlation between more posts and more traffic, the differences in results between each of the different volume categories are smaller. For example, you'll notice traffic was only slightly higher for B2B companies publishing 6 - 10 monthly posts versus 0 - 1 monthly posts. But when we look at the 11+ frequency, the results increase quickly: B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0 - 1 times per month.
The Effect of Monthly Blog Posts on Leads
The charts below show the impact that the number of published blog posts per month has on lead generation - overall, divided up by B2B and B2C companies, and split up by company size.
For our customer base, we found that an increased blog post publishing frequency correlated with more leads generated. Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 - 4 monthly posts.