B2B Marketing: How often should I publish content?
Many B2B marketers wrangle with the question of content frequency and mostly this is a matter of budget. Particularly marketers with limited resources, ie. mostly those working for start-ups or medium sized companies, need to be smart when it comes to investing in content. What everybody really wants to know is how little investment they can get away with whilst still running an efficient content marketing campaign.
A recent study by the Content Marketing Institute and the Direct Marketing Asssociation found that 63% of B2B marketers in the UK publish content at least once a week. On the face of it this sounds about right, but what does this really mean? What the study doesn’t say is what type of content marketers publish, eg. white papers, blog posts, infographics? And do these formats demand different frequencies? The simple answer is yes, they do.
So, frequency is really important. If marketers want to create engagement with their brand through content there has to be a real conversation. It would be very tough for anyone to try and create a relationship with someone by talking to them once a month and that’s no different in content marketing. The fact that most marketers publish at least once a week makes sense. However, it also depends what type of content I want to seed. Here is a little guide we’ve come up with – not based on research, but simply on our experience in publishing and marketing over the years:
If marketers want to provide relevant news – and very rarely that is a good angle as the competition out there is fierce – audiences demand something close to daily updates. No news site or service can afford to be offline for long without losing relevance. Real conversations happen at least once a week, whether these are how-to pieces or analysis/background features. Nobody is going to captivate an audience with monthly sporadic updates. But there is also a role for less frequent content, such as white papers, inspirational pieces, videos or debates. Overall, a mix of content is highly recommended as marketers often speak to more than one persona.
Research from Hubspot suggests that company websites that blog 15 times a month get 5 times more traffic than companies without a blog. Updating your blog every couple of days sound reasonable. More importantly, though, marketers should invest effort and time in amplification – and the same piece of content or message can be used multiple times on different channels, such as email and corporate and personal accounts on LinkedIn, Facebook, Twitter.