I'm not above standing at the elevator each morning with a sign "Will Blog For Search Traffic"... because I know it works.
A perk of working for a blogging software company and using our own product is that we get to become our best (and sometimes our worst) client. This truly helps us become better consultants for our 450 clients nationwide.
That in mind... we challenged ourselves to a little experiment. We sought out to clearly define the correlation between blog posts and search traffic. With moderate incentives and weekly encouragement we know our bloggers (35 company wide) are able to generate well over 200 posts a month. Which is great; however, we were curious at what post number would our strategy go on "auto-pilot" generating consistent traffic and leads each month.
See for yourself what happened:
Here's what we learned:
1. There's approximately a one month lag time between content creation and search traffic. Example: 200 posts generated in August will boost your search volume in September.
2. Our bloggers love encouragement and without it... they don't blog. This encouragement can be as simple as a candy bar on Friday if you've submitted a blog post OR a sticker for your laptop. Instant gratification works for our team!
2. When looking at unique visits it's imperative to factor in conversion rates (leads/unique visits). Are the people visiting your blogs of good quality and are conversion rates consistent? Writing content without much purpose can sometimes attract a not so relevant audience. It's important to find a balance between quantity and quality. Tracking weekly and monthly conversion rates will help you manage this.
We are a lot wiser coming out of this experiment and have a better grasp of what makes our own blogging program tick. For an in depth look at how to increase content creation and make your blogging program work for you, check out our upcoming marketing workshop: Breaking Down Successful Blog Content.
A perk of working for a blogging software company and using our own product is that we get to become our best (and sometimes our worst) client. This truly helps us become better consultants for our 450 clients nationwide.
That in mind... we challenged ourselves to a little experiment. We sought out to clearly define the correlation between blog posts and search traffic. With moderate incentives and weekly encouragement we know our bloggers (35 company wide) are able to generate well over 200 posts a month. Which is great; however, we were curious at what post number would our strategy go on "auto-pilot" generating consistent traffic and leads each month.
See for yourself what happened:
Here's what we learned:
1. There's approximately a one month lag time between content creation and search traffic. Example: 200 posts generated in August will boost your search volume in September.
2. Our bloggers love encouragement and without it... they don't blog. This encouragement can be as simple as a candy bar on Friday if you've submitted a blog post OR a sticker for your laptop. Instant gratification works for our team!
2. When looking at unique visits it's imperative to factor in conversion rates (leads/unique visits). Are the people visiting your blogs of good quality and are conversion rates consistent? Writing content without much purpose can sometimes attract a not so relevant audience. It's important to find a balance between quantity and quality. Tracking weekly and monthly conversion rates will help you manage this.
We are a lot wiser coming out of this experiment and have a better grasp of what makes our own blogging program tick. For an in depth look at how to increase content creation and make your blogging program work for you, check out our upcoming marketing workshop: Breaking Down Successful Blog Content.
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