Well, I’ve done it. I’ve joined the ranks of otherwise well-intentioned content writers who’ve abandoned their blog for several weeks. It’s not that I didn’t care. It’s not that I didn’t think about it. It’s just that I was swept away by commitments to other projects, and promises of cranking out more writing the next day, and needing a break, and deadlines, and appointments to meet, and so on and so forth.
And that’s bad because as an inbound marketer, I preach the need to create new content consistently. Content is the fuel that keeps your marketing game going. New blog posts, great ebooks, visually stimulating infographics and informative videos are THE keys to attracting site visitors and converting them into buyers.
So, it’s really very simple. When you stop creating content, you stop attracting people to your website. You negate any chance to inform or entertain them. Sure, your old marketing content is still out there. Some of it continues to work its magic. But, if you’re like me, if you’ve stopped creating new content, you’ve pretty much also stopped promoting your old content, too. You enter a Content Dead Zone where it’s radio silence all the way around.
All this got me wondering: How important, really, is consistency in blogging and content creation? I wanted stats. Numbers. Facts and figures. Data. And, I wanted motivation to get out of the Content Dead Zone and get back into a consistent blogging rhythm again.
There’s a Ton of Content Out There
The first thing I found out was that initially, the situation feels hopeless. SO much content is being created SO often by SO many people that it’s overwhelming. Check out this chart by Smart Insights showing what happens online every 60 seconds:
Whew! Who can compete with all that, right?
Apparently, not many businesses can. Moz and BuzzSumo analyzed the shares and links of over 1 million articles and discovered that “the majority of content published on the internet is simply ignored when it comes to shares and links.” They go on to say, “It seems most people are wasting their time either producing poor content or failing to amplify it.”
Disheartening, isn’t it? This is another reason I ignored my blog. It’s hard to stick with it when you feel like your audience is sleepy cacti and tumbleweeds.
HubSpot did some research on over 13,500 of their customers’ blogging habits. They found out that the more a business publishes new blog posts, the more visitors it attracts to its website and the more leads it earns.
Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.
B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0 – 1 times per month.
Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 – 4 monthly posts.
B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4 – 5 times per month.
As if it’s not hard enough to stay committed to a blogging once or twice a week, it turns out that blogging daily is even BETTER.
Adding new content to your blog on a regular basis is the easiest way to create new pages search engines can index. Google and other search engines are always on the lookout for new content. When you give them what they want, they just might give you a little love back. Websites with blogs have 434% more indexed pages, meaning they are getting a lot of SEO love.
I’m starting to feel more motivated, aren’t you?
And heck, we might not even have that far to go. According to Traffic Generation Cafe, once you publish 21 to 54 blog posts, blog traffic can increase by up to 30%!