You can’t deny it any longer, blogging and content creation is proven to increase traffic and leads. HubSpot recently released a new report Marketing Benchmarks From 7,000 Businesses based on real results from HubSpot’s 7,000+ customers. In it, they show how more content creation and blog posts result in a greater traffic and leads. A note about the data: The graphs provide index numbers for either traffic and lead volume. HubSpot used index numbers to standardize results across the 7,000 businesses and make them more comparable for you. The index numbers are based on a base level of 100 times the ratio to the base value. The underlying growth was calculated using median values of HubSpot’s customer base.
Content Impact on Traffic
How will increasing the amount of content (website pages) impact my incoming traffic?
As you can see, the traffic slightly increases for websites with higher page numbers, with a bit of a jump between 301-500 and 500-1000 and then a major spike at over 1000 pages. Even if over 500 pages seems daunting right now, consider this statistic from the report: “Companies with 51-100 pages generate 48% more traffic than companies with 1-50 pages.”
Take-Away: Keep adding pages to your website. The best and easiest way to do this is with a blog. Need some help? Check out our Top 10 Blog Writing Best Practices.
How much more do I need to blog per month to increase my website traffic?
As I mentioned above, blogging is excellent for getting more traffic, but how many posts should you publish per month? According to the research, the more posts per month, the more your traffic increases.
Take-Away: Increase your posting frequency and reap the benefits! Start by adding one post a week to your schedule, then 2, etc. Get your colleagues to join in on the action, or have a guest blogger every once in a while. If you’re stuck on what to post about, download our free eBook with 42 Blog Post Ideas.
If you just don’t have the resources to blog a few times a week, not to worry, PROSAR can help! We can help you create an editorial calendar or even do some of the writing. Just contact us to talk more about it!
Content Impact on Lead Generation
How will increasing the amount of content impact my lead generation?
The graph above shows a positive impact of website pages on the number of inbound leads. Similar to traffic, the leads really pick up once the number of site pages hits 300 and up.
Take-Away: Don’t miss out on more leads! Build up the repertoire of content on your website and watch the leads grow. (For those of you in the back… the best way is by blogging)
How much more do I need to blog per month to increase my leads?
Just as blogging increases traffic, it also increases leads. But does it really make that much of a difference? Yup! Companies that increase blogging from 3-5 times/month to 6-8 times/month almost double their leads.
Take-Away: Posting 6-8 times per month is about twice a week. My advice for making this happen is to set up an editorial calendar and to assign specific days to the bloggers. For example, at PROSAR Scott posts every Monday, Natalie posts every Wednesday and I post every Friday. Each week we are responsible for posting on our day. If we are going to be away or busy that day, it’s our job to prepare in advance. Using the HubSpot blogging platform we can actually schedule our posts to be published on a specific day and time meaning there’s no excuse for not having a post.
How many more landing pages do I need to increase my leads?
Another way to increase leads is by adding more landing pages. The landing page is what allows you to convert visitors into leads by offering a site visitor free content (whitepaper, eBook, podcast, etc.) or interaction with you (demo, webinar) in exchange for some contact information. Again, the graph show that more landing pages results in more leads. Companies see a 55% increase in leads from increasing landing pages from 10 to 15.
Take-Away: Create new content (eBook, webinar, etc) and then create a landing page for that offer. Aim for 1-2 new offers and landing pages per month. Get higher conversion rates by following these tips for creating a landing page that works.
By now I should have you convinced of the reasons why you should start a blog or to keep going with yours and add more content. Like anything, you need to put resources into blogging, but the payoff is worth it.
If you currently blog, have you noticed similar results (aka more traffic and leads)? If you aren’t blogging yet, what could more traffic and leads mean for your business? Share in the comments!