Is there a "rule of thumb" about how often B2C companies should be blogging and posting those blogs to their social channels?
I'm interested in knowing what B2C companies believe is the right amount of blogging (daily, weekly, monthly) and how useful their social media channels are to drive traffic back to the blog or website. Thanks.
Some of the top bloggers create unique content 2-5x week. However, it is hard to create quality content at this frequency - If you can stick to 1x week, you will do just fine.
That said, the frequency is less important than focus and quality of your content. Blogs over 1,000 words receive the majority of the social media shares. 1,600-1,800 words are the ideal lengths for SEO, though “new norm" of 3,000 words is starting to emerge. However, padding your blog for the sake of length won’t work… Google favors comprehensive content from the authors who established their authority in the field. Authority means frequently sharing unique in-depth information on a fairly narrow topic (also supported by domain authority of the author’s page).
Repurposing your content is another critical factor. Rather than creating 100s of blogs, consider creating a few signature pieces of content. You can later group these pieces into en email course, video series, webinar, signature talk, ebook (see graphic attached)
If you write detailed blog posts you will be able to create 10-20 standalone social media posts for each blog. Additionally, each of the content formats warrant their own social media posts. You can use scheduling tools to spread out these posts, so do not sound repetitive. It is ok to recycle your content on social media platforms several times a month or even more frequently if it is on Twitter. (
Recurpost.com is my favorite content recycling tool).
Remember to post to Social Media Groups and Niche Platforms (Quora, Reddit, etc) - these drive the highest quality of traffic to your site. But you may need to become active there to earn the right to promote your content.
Publishing a condensed version of your blog on LinkedIn and Medium will also gain your additional readers.
I would say monthly is too infrequent and daily maybe too much. Two to three times a week is about right. Funny story: A reader once sent Seth Godin an angry email asking him to stop posting on his (Seth's) blog every day--it is not like he was emailing newsletters to this reader. Seth replied: Just check my blog two to thee times a week or as often as you'd like to consume my content.
How useful the content is in driving clicks back to your website really depends on how large your social media following is, as very few content pieces go viral. If it is mildly interesting it might get shared a few times. This post we did recently got over 10k unique visitors and 43 shares.
The first version had an annoying email capture form and so unfortunately it didn't get shared much when we got the bulk fo the traffic. About half of the shares came from the last few hundred views.
A useful tip is to use paid social media to amplify your most interesting content and then re-target those visitors. They generally convert really well whatever your goal is.
Certainly an "it depends" answer. For example, ESPN needs to blog many times a day as they have a lot of news to cover, but Adidas rarely blogs.
For many companies, blogs are the easiest way to create content and potentially gain organic search traffic (and backlinks which help the entire site rank better), so I encourage you to use your blog to gain traffic and stay top of mind with your audience via social media promotion of your posts.
Look to explore your topic at many different angles and create content that is useful and possibly entertaining for your audience. Not all content should be about your company. Use your blog to display your expertise in your niche and to deliver value that attracts the potential customers indirectly. For example, airline magazines are full of stories of city attractions and travel ideas because they know, in the end, you will take a plane to get there.
Consumers & blog followers do like to see blogs that operate on a regular schedule--perhaps start with weekly and shift to 2-3x per week if it resonates.