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Building an Audience Through Consistent Content Creation

If you ask any established blogger or marketer for advice about building an audience, they’ll suggest that you learn to post content consistently. Publishing new content regularly is a proven way to increase your site traffic and drive leads. Unfortunately, it’s also a major pain point for many businesses.

In a survey conducted by The Content Marketing Institute, 60 percent of B2B (Business-to-Business) marketers reveal that producing content consistently is one of their biggest challenges. Creating and posting new articles multiple times per week can be difficult if you run every aspect of your business; but if you’re serious about building an audience and furthering your reach online, it’s a key task that you can’t afford to overlook.

Below are several statistics and insights that underscore the importance of consistent publishing and the benefits of maintaining an active, engaging site to build your audience from the ground up.

Blog posts drive site visits

First and foremost, research shows that the small businesses frequently publishing content see significantly more website traffic.

HubSpot found that small businesses (with up to 10 employees) that published more than 11 blog posts per month attracted three times more visitors than companies that shared only one article (or none).

The same research also revealed a correlation between the total number of blog posts on a given site and the amount of traffic it received. Specifically, small businesses received the majority of monthly site views when they featured up to 300 posts on their sites — more than 3.5 times the traffic of websites with fewer than 20 posts in total.

Consistent publishing increases leads

Not only does more content mean more website traffic, it also translates to additional leads for your business. HubSpot found that small businesses publishing more than 11 times per month generated twice as many leads than those that published 6-10 articles or posts per month.

Even a few extra blog posts can make a significant difference in your lead-generation strategy; so, if producing leads is one of your business goals, consider publishing more frequently.

Find your content sweet spot

While posting consistently is essential, there is such a thing as content overload. If you’re inundating your readers with multiple posts per day and are focusing on quantity, the quality of your content will suffer, as less time is spent refining it. Try to avoid annoying your audience with feeds flooded by too many new posts.

Marketing expert Mark Schaefer explains that he posted too many posts on his blog, and it caused people to unsubscribe completely.

“A year ago, I was posting five times a week, including a comic on Fridays,” Schaefer explains. “I noticed that the number-one reason people stated for unsubscribing was ‘too many posts.’ Once I cut back to four times a week by eliminating the cartoon, the unsubscribe level dropped by 80 percent.”

For this reason, experiment with your publishing frequency to see what drives your site traffic, engagement, and leads. Monitor your website statistics regularly to find the cadence that performs best for your company or blog.

As statistics show, consistent publishing is key to getting the best results from your content creation program. Try setting up a publishing calendar and start creating your content — you’ll experience audience growth and engagement once you establish a proper cadence.