Conventional Wisdom (?)
One way to reach the modern developer is by offering them technical content regularly on your company’s blog. Based on anecdotal experience, we recommend a blog frequency of at least twice a week. However, thanks to HubSpot, there is new data about blogging for B2B marketing that suggests the frequency should be higher, begging the question, “Is a blog frequency of twice a week enough?”
More Is More
According to HubSpot’s blog post “How Often Should Companies Blog?” (with benchmark data updated in 2019):
“B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0 – 1 times per month.”
This data suggests that a frequency closer to three times a week has a huge payoff. Additionally, they report benchmark data that shows that a company that can increase their frequency from twice a week to four times a week will see their lead gen double (this includes B2B and B2C marketing)!
It turns out that the total number of blog posts on your blog makes a noticeable difference.
HubSpot reports that B2B companies that published 401-plus blog posts had over 2.5 times more traffic than B2B companies with 0-200 total posts. In addition, for B2B companies, those that published 401-plus total blog posts generated almost three times as many leads as B2B companies that published 0-200 total posts.
That’s a Wrap
The numbers suggest that it could be a good idea to blog 2-3 times a week if you care about traffic to your blog and lead generation. It also gets you to a total content runway of 401-plus much, much faster. So, while we said it based on knowledge of the industry, HubSpot has done the huge service of giving us the numbers. Now, you don’t have to take our word for it. As HubSpot says, “Overall, companies that make a commitment to regularly publish quality content to their blogs tend to reap the biggest rewards in terms of website traffic and leads — and those results continue to pay out over time.” Their words. Their data. Your call.