Hundred’s clients and prospective clients ask numerous questions about digital marketing. Here are the top 5 FAQs that the team often get asked: 

Q: How often should I blog?

There is no magic number. First you need to see what your competitors are doing with blogging. Not just your typical competitors but your search competitors, those appearing in Search Engine Results Pages (SERPs) ahead of you or for terms that you would like to rank for.

See how often they’re blogging and see how good it is. If they are blogging once a week, you can start off at a slower pace, if they’re blogging aggressively it might be worth looking into how much time and resource you have in order to match their pace and compete effectively.

Recent HubSpot data based on 13,500+ customers is fascinating. It suggests that blogging sixteen times a month drives 3.5 times more traffic than organizations who blog 0-4 times a month.

Interestingly, the results for both b2b and b2c businesses are the same – the more blogging activity there is, the more inbound traffic is driven to websites. Companies that make a commitment to regularly publishing blogs with quality content tend to reap the biggest rewards in terms of website, traffic and leads.

Q: How much of my own content should I use versus curating content from other sources?

We suggest using the 80/20 rule. 

Other than direct distribution via newsletters, events, or your website, most content is shared on social media.

80% of posts should not be about your organization or specific products and/or services. The content should focus on information and intelligence your business and social sphere would find interesting or relevant. It has to be helpful, educational and/or entertaining for people in your industry.

Only then do you earn the right to share your branded content in the remaining 20% of your online interactions. 

Q: How can a marketer or marketing team sustainably create content and with return on investment (ROI) in mind?

Don’t create content haphazardly. Have a clear content campaign plan and be strategic. Set your goals, learn what will actually attract the right buyer, and then start producing content.

It is better to produce less content and for it to be really good quality content. 

Always understand how, when and where your content fits into the buyer journey or works as a tool for current customers to advocate for your organization and bring in referrals.

Q: Social PPC or Google PPC? Which one is better?

Paid campaigns are always constrained by one thing: budget.

Are you looking to generate as many clicks to your page as possible?

Are you focusing on lead generation and want to advertise at the lowest possible cost-per-lead?

Do you want to build your following on social media or increase your engagement metrics?

Once your goals and metrics are identified, it is then easy to see which advertizing platforms may be a good fit with your organization’s chosen type of campaign and/or target market.

Two suggestions:

Run a small test campaign on each of the platforms you’re thinking about first.

Take your time. If you cannot spread your budget to cover all platforms in the same month, do a test run each month for the next few months.

Q: How often should I update my website?

For 99% of companies, their website is their top sales tool. It is where people go for more information on the organization, to learn more about  products and services, to make contact for more information and to possibly make a purchase.

We often use this rule of thumb: Think about how much you invest in your top salesperson, and invest the same in keeping your website and content in shape to increase conversion rates.