I think we can all agree that legal blogging is a good thing. It generates leads, boosts your authority and ultimately brings in new clients. But one question that many lawyers have is just how often they should blog.
Is it okay to write just a post or two a month, or should you be aiming for 10 or more? Let’s take a look at some statistical data from HubSpot to help you figure out what the ideal legal blogging frequency is.
The Impact on Inbound Traffic
The first thing we’ll look at is how the volume of inbound traffic steadily rises with the more blog posts you write. As you can see, there’s very little difference between writing 0 – 2 and 3 – 4 blog posts per month. Doing this will net you virtually the same amount of traffic.
But once you step it up to 5 – 10, the amount of traffic you receive begins to rise. And this trend continues as you hit 11+ posts per month. If you’re able to hit 16+ posts per month, you’ll really start to see a significant spike in traffic. In fact, HubSpot points out that “companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.”
B2B vs. B2C
The next thing we’ll look at is how the impact of monthly blog posts differs between B2B and B2C (like law firms) companies. If you write three or less posts per month, there’s really no difference. If you hit 4 – 5 posts per month, you’re have a slight advantage over B2B companies. But if you reach 6+ posts per month, you have a significant advantage over B2B companies.
This goes to show that B2C companies can especially benefit from writing a larger volume of blog posts each month.
The Effect on Leads
Lastly and most importantly, let’s see how many leads you can expect. This graph regarding the impact of monthly blog posts on inbound leads follows a very similar progression as the first one regarding inbound traffic. As you can clearly see, there’s a positive correlation between writing more blog posts each month and generating more leads.
While there’s not a big difference between writing 0 – 2 and 3 – 4 blog posts, your leads starts to increase as you reach 5 – 10 posts. And if you hit 11 or more, you’ll see an even bigger spike in leads.
By looking at this data, it’s apparent that it’s in your law firm’s best interest to write at least five blog posts per month. However, the more the merrier, and aiming for 10 – 15 could be considered as “the sweet spot” considering the increased number of leads you’re likely to get. So the bottom line is that 3 – 4 posts per week is a good legal blogging frequency to shoot for.
Of course this is easier said than done and will require a considerable time investment. But there’s no disputing the impact that this can have on both your volume of traffic and number of leads. But if you simply don’t have the time, you could always delegate this task to other staff members or outsource to professional legal writers.