How many blog articles should you publish in B2B to generate leads?

[tonmoypramanik]

The blog article is a great lever to attract visitors to your website and convert them into qualified leads. It is the central element of any good Inbound Marketing strategy .

It doesn't work for you? You're not alone!

I often see B2B companies that have written blog articles for too short a time and, not seeing any convincing results, got bored and stopped everything.

When I look at their website, I see 4 or 5 articles published over the last 2 years and then nothing.

Needless to say, this is clearly not enough to generate B2B leads.

This is an extreme case, but the number of articles you publish each month has a significant impact on the number of leads you generate.

How many blog posts should you publish then? Let’s first look at a Hubspot study.

11 blog posts minimum per month to generate leads? Really?
How many blog articles should you write in B2B?

Hubspot analyzed the publishing frequencies and performance of these 13,500 customers mexico email list to determine the impact of the number of articles published each month on the number of visitors and the number of leads generated.

Here, we notice that in B2B, the traffic of a website only really increases from 11 blog articles published per month .

Below one article per week, we do not notice any impact on the number of visitors generated.

How many blog posts to publish in B2B to generate leads

Regarding the number of leads generated, we notice the same trend. B2B companies that write more than 11 blog articles per month see their number of leads generated explode.

However, we note that writing between 6 and 10 blog articles per month in B2B allows you to double the number of leads generated .

You think that's huge? Let's get into the details.

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How many blog posts to publish in B2B? 2 per Persona per week
I have been writing blog articles since 2000. First as a hobby, then to develop my blog around Digital Marketing and since the end of the 2000s in B2B.

I realized that to generate leads in B2B, you had to respect a basic rule: publish 2 blog articles per week and per Persona.

[You don't know what a Persona is, I'll explain everything here. ]

In other words, the more Personas you target in your Inbound Marketing strategy, the more blog articles you will need to write to generate qualified leads.

By adopting this reasoning, you will find that you cannot manage more than 3 Personas simultaneously .

Is B2B publication frequency really important?
Yes and no.

Ideally yes: the more quality blog articles you write , the better you are referenced in search engines, the more you are shared on social networks, the more visitors you have on your website and therefore, the more leads you generate.

There is an important word here: the word QUALITY.

In practice, posting frequency is worth less than the quality of your blog posts.

I often work with B2B companies that manage to generate enough leads to reach their goals by publishing only 2 blog posts per month.

Quantity is important but it should not be achieved at the expense of quality.

How many blog posts should you publish? It’s up to you!
What resources do you have available?
Deciding to write 2 or 3 blog posts per week is easy. Sticking to the resolution is much harder.

It is essential to take stock of your resources in order to determine how many blog posts you should publish.

Ask yourself the question:

Do you have time to write 2, 4 or 6 blog posts per week? Are there collaborators who can support you? Do you have the budget to outsource all or part of your content creation?

Rather than asking yourself how many blog posts should you ideally publish to generate B2B leads, start there.

How are you positioned in relation to the competition?
If you're going to have to compete with competitors who are writing dozens of blog posts each month to generate leads, you're clearly going to have to hang in there.

If, on the other hand, you are already better positioned in search engines than the competition or if it is very passive, the number of blog articles you will have to write will be fewer.

We support quite a few innovative companies that naturally don't have a lot of competition: in this very specific case, there's no point in publishing 12 blog articles per month.

What are your goals?
The number of blog posts you should publish depends directly on your goals.

You won't need to write the same volume of blog posts if you're aiming for a 20%, 50%, or 100% increase in the number of leads you generate.

It is essential here to align your business goals and your marketing goals .

Also remember that to generate more leads on your B2B website, you can also act on your conversion rate.

Wanting to attract more visitors to your website is a noble cause, but if your conversion rate is poor, it's like you're going through a rough patch.