Publishing Frequency Tracker - Blog Content Volume Clay

📝 What can Publishing Frequency Tracker do?

Give it a company domain and it returns how much long-form content that company publishes and whether the rate is rising or falling: posts per month over the last 12 months, the trend against its own baseline, and the formats. One flat row per domain.

The trend is the product. A company publishing four pieces a month is unremarkable. A company that went from four to twelve in six months has a content operation outgrowing its staff.

📦 What you get	⚙️ Features and integrations
📈 cadence_trend, recent 90 days against its own baseline 🔢 Posts per month at 30, 90 and 365 days 🏷️ Ten content formats counted inside the window 🧾 45 flat fields, snake_case, one row per domain	🧭 Blog root discovery across hosts, feeds and paths 🛡️ Reliability guard that nulls counts it cannot trust ⏱️ Hard per-domain time budget, never runs away ⬇️ Export to JSON, CSV, Excel, HTML or XML

Bought by teams selling into content, SEO and demand generation, where a company outgrowing its publishing capacity is the buying signal.

🚫 This measures editorial output volume. It is not a changelog monitor. Every existing supplier in this corner of the Store watches product changelogs and release notes, which is a different question with a different buyer. If a feed on the site turns out to be a release feed, this actor rejects it rather than counting shipped features as published articles.

💡 Why use Publishing Frequency Tracker?

If you want	Read these fields
The buying signal	cadence_trend, trend_pct_change
A rate you can act on	avg_posts_per_month, posts_last_90d
Whether they have gone quiet	days_since_last_post, most_recent_post_date
What kind of content it is	formats_detected, formats_breakdown
The size of the team behind it	distinct_authors_count, authors
Where the numbers came from	publication_url, discovery_method, evidence
Whether to quote the number	date_source_reliable, counts_are_estimate, confidence

📊 The two windows, stated rather than left for you to guess

Window	Span
recent	the last 90 days
baseline	the 275 days before that, day 91 through day 365

Both are converted to posts per month before they are compared, so the unequal window lengths do not bias the ratio.

cadence_trend	Means
accelerating	recent rate is 25 percent or more above baseline
steady	within 25 percent either way
declining	recent rate is 25 percent or more below baseline
dormant	nothing in 12 months, or nothing in 90 days with the last post over 180 days ago
unknown	the window could not be established, or the dates could not be trusted

trend_pct_change carries the number. It is null when the baseline is zero, because a percentage against zero is undefined, and cadence_trend carries the meaning in that case.

📋 What data can Publishing Frequency Tracker extract?

45 fields per domain, in four groups.

Group	Fields
The rate	posts_last_30d, posts_last_90d, posts_last_12m, posts_baseline_window, avg_posts_per_month, recent_rate_per_month, baseline_rate_per_month
The signal	cadence_trend, trend_pct_change, most_recent_post_date, days_since_last_post, oldest_post_seen_date
The shape of the output	formats_detected, formats_breakdown, distinct_authors_count, authors
Where it came from	publication_url, blog_host, discovery_method, feed_url, feed_item_count, post_urls_found, posts_dated, dating_coverage, dating_sources, sitemaps_fetched, pages_fetched, pages_blocked
How much to trust it	confidence, date_source_reliable, counts_are_estimate, window_reachable, partial_result, budget_exhausted, lastmod_available, evidence, signals_fired, signals_missing

formats_detected covers blog_post, whitepaper, case_study, report, guide, podcast, video, press_release, research and news, counted only inside the 12 month window so an old archive of case studies does not describe what a company publishes now.

⚠️ Read date_source_reliable and counts_are_estimate before quoting a number to anyone. When the reliability guard fires, every count is nulled and cadence_trend becomes unknown. The row still reports where the company publishes and when it last did, because those do not depend on the rate. distinct_authors_count undercounts by design: plenty of sites publish no byline, so zero means "no byline published", never "nobody writes".

🛠️ How to measure a company's publishing frequency

1. Open the Input tab and put a domain in domain, or a list in domains.
2. Leave the defaults alone for a first pass. max_pages_to_date at 400 dates most publishers outright in about 15 seconds.
3. Click Start.
4. Read cadence_trend for the signal and avg_posts_per_month for the rate.
5. Check date_source_reliable and counts_are_estimate before you put a number in an email.

🧪 Using it in Clay

Add an Apify enrichment column and map your domain column to domain. Every field lands as its own column.

Filter on cadence_trend = "accelerating" for companies scaling content, and on dormant with a high posts_last_12m for companies that used to publish and stopped, which is a different and often better conversation.

🎯 Getting a tighter number on a big archive

When every candidate post can be dated inside the page budget, the counts are a census. When a company has more posts than the budget allows, an even sample across the whole archive is dated and scaled, and counts_are_estimate is set true. Raise max_pages_to_date for a tighter number.

💵 How much does it cost to track publishing frequency?

You are charged once per domain analyzed.

Plan	Per domain	Per 1,000 domains
Free	$0.004	$4.00
Bronze	$0.0038	$3.80
Silver	$0.0036	$3.60
Gold	$0.0034	$3.40

There is also an Actor start event at $0.00005, charged once per run per GB of memory.

💳 One charge per domain, whether it dated 12 posts or 400. A deep archive crawl and a small blog cost the same. Free Apify plans get 15 results per calendar month; paid plans are unlimited. Repeat lookups inside 3 days are served from cache.

⌨️ Input

Everything is on the Input tab. The options worth explaining:

Field	Type	Default	What it does
domain	string	zapier.com	One domain.
domains	array	[]	Batch. Takes precedence over domain.
max_pages_to_date	integer	400	Post pages fetched per domain. Above this, counts are estimated from an even sample.
domain_time_budget_ms	integer	75000	Hard per-domain ceiling.
page_concurrency	integer	8	Page fetches at once within one domain.
max_sitemap_fetches	integer	18	Sitemap documents per domain. Blog sections are visited first.
batchSize	integer	2	Concurrent domains, 1 to 8. Multiplies against page_concurrency.
request_timeout_ms	integer	9000	Per-request timeout.
skipCache	boolean	false	Ignore the 3 day result cache.

📤 Output

One flat row per domain, exportable as JSON, CSV, Excel, HTML or XML.

{
  "domain": "zapier.com",
  "publication_url": "https://zapier.com/blog/",
  "blog_host": "zapier.com",
  "discovery_method": "feed",
  "posts_last_90d": 96,
  "posts_last_12m": 372,
  "avg_posts_per_month": 31,
  "recent_rate_per_month": 32,
  "baseline_rate_per_month": 30.1,
  "cadence_trend": "steady",
  "trend_pct_change": 6.3,
  "most_recent_post_date": "2026-08-05",
  "days_since_last_post": 2,
  "formats_detected": ["blog_post", "guide"],
  "distinct_authors_count": 24,
  "date_source_reliable": true,
  "counts_are_estimate": false,
  "confidence": 0.9,
  "evidence": ["blog root https://zapier.com/blog/ (via feed)"],
  "is_summary_row": false
}

Every run emits at least one row. Rows with is_summary_row: true are notices (empty input, free tier reached, QA run), not data.

💡 Tips

• Prefer posts_last_90d and avg_posts_per_month for anything you act on. posts_last_30d is the noisiest field on a large archive.
• When the call is close to a trend boundary, read avg_posts_per_month rather than the label.
• evidence is quotable. It holds strings like blog root https://zapier.com/blog/ (via feed) and each of the 399 dated sample posts stands for 10.6 posts.
• A dormant company with a big posts_last_12m used to publish and stopped. That is often a better conversation than one that never started.

⚠️ Known limits

Sitemap lastmod is never used as a publication date, and that is a measured decision. Across 100 URL pairs on six sites, lastmod matched the page's own dateModified within 7 days on 95 of them, median difference 0 days, while running later than datePublished by a median of 151, 195, 776 and 1,653 days on four of the six sites. Building a cadence on it would turn a company that refreshed 200 old posts last month into a company that published 200 posts last month. Concentration heuristics do not rescue it either: three of the four badly wrong sites passed a distinct-days spread test comfortably.

Some sites reset the publication date when they refresh a post. The reliability guard catches the egregious cases and returns no cadence. On buffer.com, <time datetime> dated 70 percent of the year's output to the last 30 days against a feed showing 27 posts a month, and that domain returns no cadence rather than a confident wrong one. Milder cases read as slightly more recent output than really happened, which biases toward accelerating.

Large publishers rate limit. hubspot.com began answering 429 with a browser challenge partway through the test session, after repeated crawls from one IP. That is reported in pages_blocked with lowered confidence rather than pretending the numbers are complete. No proxy is configured by default.

A blog behind JavaScript with no sitemap and no feed is invisible. There is no headless browser here. discovery_method: none means nothing machine readable was found, not that the company does not publish.

Estimated runs vary a little between runs. When counts_are_estimate is true the numbers come from a sample, so two runs of the same domain can differ by a few posts. Two runs of savanta.com in testing returned 47 and 56 posts for the year.

Detection rates, measured live on 9 domains at defaults, 2026-08-07: publishers with a rate recovered 5 of 6, controls correctly returning nothing 3 of 3, 12 month window reachable 6 of 6. The one miss is buffer.com, refused by the reliability guard. Page dating itself, once the blog root is identified, ran at 92 to 100 percent across the sites measured.

❓ FAQ

Why did a company I know publishes return nothing?

Either its blog is behind JavaScript with no sitemap and no feed, or the reliability guard refused the dates. discovery_method and date_source_reliable tell you which.

How does it find the blog when it is not at /blog?

Three ways, all of which were failure modes in the feasibility probe. The blog often lives on a different host from the apex and the apex sitemap never mentions it, so sitemaps are crawled at the blog host and blog path too. A homepage's only advertised feed is sometimes a changelog, so feeds are scored and changelog feeds are rejected outright. Locale-prefixed paths defeat naive clustering, so clustering skips locale segments and publication_url reports the shape, for example https://ipsos.com/*/knowledge/.

Can a deep archive crawl turn into a run timeout?

No. Every domain carries a hard wall-clock budget, 75 seconds by default. When it is nearly spent the crawl stops, the row is emitted with what was gathered, partial_result is set and confidence drops.

How fast is it?

9 to 75 seconds per domain, mean 36 across the live test. No headless browser, no proxy, no LLM.

Why is trend_pct_change null?

The baseline was zero, and a percentage against zero is undefined. cadence_trend carries the meaning instead.

🧩 Want other GTM data?

Mamba Labs builds custom actors for B2B go-to-market teams. The public versions of that work live here on the Store, so our users get the same tooling we build under contract.

🧑‍💼 GTM Hiring Signal Scraper	🧱 Tech Stack Detector
📡 B2B Buying Signals Aggregator	🔑 Job Board Keyword Scanner
🔗 Domain to LinkedIn URL Resolver	🎯 ICP Fit Scorer
📋 Job Posting Monitor	📬 Domain Deliverability Checker
🏢 Company Firmographic Enricher	🌐 Company Social Presence Mapper
🪪 Company Identity Resolver	💰 Funding and Press Signal Scanner
🔄 Company Change-Event Feed	👤 People Finder and Email Verifier
🚀 Prospect Engine	🤖 AI Tooling Detector
📮 Outbound Stack Detector	✉️ Work Email Waterfall Finder
⏩ Sequencer Lead Push	🏅 Workplace Program Detector
👥 Team Page People Extractor	🧭 Company Discovery List Builder

Every actor in the suite takes a domain or a company and returns one flat row, so they stack in the same Clay table without reshaping anything.

🛠️ Need something custom built for you or your team? Tell us what you are trying to find and we will build it. Talk to Mamba Labs.

🆘 Support

Something wrong, or a blog the actor cannot find? Open an issue on the Issues tab with the domain and the row, and we will look at it.

ℹ️ Sourcing and legal. Everything comes from the company's own published sitemaps, feeds and post pages, read directly over HTTP with no proxy and no browser. Author names are read from published bylines. The row describes what a company published, not what it plans to publish. You are responsible for how you use the output.

Built by Mamba Labs.