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When it comes to blog content, frequency matters

By Kate Lee | 12/01/2014 | 11:54 PM

A recent survey of individuals within the logistics and supply chain industries found that the majority of companies (55%) have blogs.  The most common number of posts published per week: one. 

Fifty percent of respondents reported that their company publishes blog content once per week.  Seventeen percent of respondents reported that their company publishes blog content three times per week, and eight percent reported that their company publishes blog content twice per week.  Seventeen percent of respondents reported that blog content is published sporadically.

Chart: Frequency of blog content, logistics and supply chain industry

  Fronetics Strategic Advisors

Companies that blog between six and eight times per month obtain twice as many leads as companies who blog between three and five times per month.  The reason being that blog content generates traffic – attracting the right people (customers) to your website.

3PL logistics company Cerasis began blogging in 2012.  By publishing content to the company blog at least three times per week Cerasis generated 715 leads (and acquired 98 new customers) in a 25 month period.  Blogging produces results.

Time and money are two reasons given for not publishing more content and for not publishing content on a regular schedule.  Given the ROI of blog content, not allocating resources for an active (and quality) company blog is a mistake.  Overwhelmed?  Forty-four percent of B2B marketers outsource content creation.  When it comes to content creation you don’t need to go it alone – outsourcing may be the answer.

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About Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.



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