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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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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Elizabeth Hines

Elizabeth Hines

Elizabeth is a content strategist with 12+ years of experience in content development, branding, marketing, and communications. As the creative/editorial director at Fronetics, she oversees all efforts related to content and creative assets, including strategy design and brand development.

She has written extensively about supply chain and logistics, and has developed content strategies across a number of verticals, including the B2B space. Prior to joining Fronetics, Elizabeth worked at Boston University, Prospectiv, and Cengage Learning.


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