In a recent post, I mentioned that the majority of brands (70 percent) say that “quality and quantity” is the most effective publishing frequency. This means that most marketers are a proponent of posting a substantial amount of content on a regular basis.
For this post, I’m going to dive a little bit deeper into this subject and examine one specific study from HubSpot that examines how blogging frequency impacts traffic and leads. That way you’ll have a better idea of the number of posts to shoot for each month.
Number of Blog Posts and Traffic
Research found, “Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.” That’s significant!
By looking at the amount of indexed traffic, there is a major spike in traffic as the number of blog posts increase. The growth really becomes evident once brands hit the 11 – 15 post mark. But once it exceeds 16, it starts to taper off a little bit.
This means that somewhere between 5 – 16 blog posts per month is usually a good number to aim for and should have a noticeable impact on the amount of traffic you generate. However, going beyond 16 probably isn’t worth the added effort.
Number of Blog Posts and Leads
HubSpot also found, “Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 – 4 monthly posts.”
And this makes sense. If you’re getting more traffic by posting more frequently, you’re likely to get more leads as well. The more people that find your law firm’s content, the higher the number of prospects that will find themselves in your sales funnel.
What’s impressive is the massive increase of leads that brands get by blogging more often. 4.5x more leads can have a tremendous impact long-term and ensures that you’ve always got fresh prospects to work with.
And just like with the traffic volume, the number of leads basically plateaus once you once you go north of 16 — something to be aware of.
Finding the Right Blogging Frequency
This data is great because it shows us what the sweet spot is when it comes to publishing new blog content. It lets us know that any less than 4 new posts a month is probably insufficient and is likely to hurt your traffic and leads.
This means that blogging should definitely a priority. If the number of posts you’re creating each month can be counted on one hand, then you’ll want to rev up your efforts and start producing more.
However, this data also shows that going beyond 16 posts per month is probably unnecessary because it’s not going to result in all that much more traffic and leads. So that should be a good maximum number to stick with.
An Answer to an Ongoing Question
While there is no perfect blogging frequency that works for all law firms across the board, this study by HubSpot serves as a nice benchmark. It provides us with objective data that should help shape your future legal blogging efforts and allow you to find the right posting schedule.