In previous years, studies have shown the content challenge for marketers and businesses has been in producing engaging content. However throughout 2013 companies and marketers must take on the new challenge of producing enough content.
The benefits of developing a content strategy that includes effective, regular, and interesting blog posts can help companies drive traffic to their site because published content gets indexed in search engines and shared via various channels, including social media.
Check out HubSpot’s Marketing Benchmarks From 7,000 Businesses report which was just released, which provides helpful benchmarking data gathered from HubSpot's 7,000 customers who do inbound marketing every day. Below are four benchmarks to track for increasing traffic and leads.
Increase Your Inbound Traffic:
Benchmark #1 - Work Your Way to 100 or more Website Pages:
Hubspot’s report found companies with 51-100 website pages generate 48% more traffic than companies with 1-50 website pages.
Benchmark #2 - Blog at least two times per week: Companies that blog 15 or more times per month get 5x more traffic than companies that don't.
The influence of Benchmark #2 is proven in Hubspot’s study. Companies with less employees were impacted more than larger companies when they accumulated published blog content:
When companies improve their blogging efforts, Web traffic volume increases in varying degrees:
- Companies generate a 45% lift in traffic when they increase the number of published blog posts from 11-20 articles to 21-50 articles.
- B2C companies generate a 59% increase in traffic after growing total published blog articles from 100 to 200.
Increase Your Inbound Leads:
Benchmark #3 - 100 or more Website Pages is one way to ensure lead generation:
Both B2B and B2C companies with 101-200 pages generate 2.5x more leads than those with 50 or fewer pages.
Benchmark #4 - Serious about generating inbound leads? Work your way to at least 100 blog articles:
The average company with 100 or more total blog articles is more likely to experience continued growth. Companies with over 200 blog articles have 5x the leads than those with 10 or fewer.
As you can see, this evidence demonstrates that publishing a lot of content on your blog over long periods of time can benefit the long-term success and growth of your business.
Data Background: Findings are based on the analysis of data collected among 7,000 companies that use HubSpot's Inbound Marketing platform. The data was collected in July and August 2012.