Here’s more/new evidence that speaks to the value of small business blogging — specifically, they speak to the impact that blogging can have on traffic and leads.
The charts and data come from HubSpot’s new Marketing Benchmarks report — an aggregation of results from their 7,000+ small business customers that use HubSpot’s marketing platform.
Blogging & Traffic
These first two charts show the impact of regular blogging on overall website traffic. The first chart looks at the relationship between how many new blog articles are published each month and traffic, and the second chart look at the relationship between total blog articles published and traffic.
HubSpot’s data suggests that companies that blog between 10-15 times per month get five times more traffic than companies that don’t blog. When I consult with a small business owner, I always recommend publishing at least twice per week — a total of 8-10 articles per month.
The second chart there speaks to the value of long-term blogging. The longer you stick with it and continue to publish valuable content, the bigger the rewards will be over time. I don’t know where/when this happens, but at some point your blog archives will likely become the most valuable source of traffic you have as a small business blogger.
Blogging & Lead Generation
The charts that show the impact of blogging on lead generation look awfully similar. First is the chart showing monthly blog article counts and lead gen, and the second chart shows total blog posts and lead generation.
HubSpot says that its customers that increase their blogging from 3-5 times per month to 6-8 times per month nearly double their online leads. And then when its customers manage to blog 15 times per month (or more), lead gen skyrockets.
Likewise, companies that keep their blog alive past the 100 article level also see a substantial rise in leads generated online.
Of course, it’s not just about quantity — quality is also important here. But the HubSpot charts and statistics echo what I’ve seen with my own clients in the past. It takes a little time to gain traction and see results, but when a small business consistently publishes quality content each month, and keeps doing so for several months to a year (and more), website traffic goes up along with other goals — whether it be lead gen or product sales or whatever.
You can get the HubSpot report for free, but you do need to provide contact information.