Monday

Blogging Frequency and Lead Generation through Inbound Traffic

A new study shows evidence that there is a correlation between lead generation (through inbound traffic) and blogging frequency.

I’ve written about this before, that blogging on a regular basis and as often as you can matters for at least three reasons:

1. Search engines love fresh content. If you’re offering content that is valuable to your audience, it will boost your search rankings.

2. It will increase your authority and credibility.

3. It will increase your website traffic.

Well, there’s another benefit of blogging often: you’ll generate more leads. More potential customers, more potential clients, more connections making their way to your website.

So, just how often do you have to blog?

The obvious answer is as much as you can, more is better. If you can blog daily, great. But, how many people or home/small businesses can realistically do this, especially if you’re a solopreneur? Not many.

Luckily, you don’t have to blog every day to make a difference, to boost your lead generation. It doesn’t take as much as you might think.

In an analysis by Hubspot, of its over 13,000 clients, it was found that overall, “companies that published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 - 4 monthly posts.” (1)

Keep in mind that this is an overall amount. More specifically, businesses with 1-10 employees saw a significant increase with 11+ blog posts per month.

My Blogging Strategy

I publish new content 3 times per week, averaging about 12 posts per month. For many, this is doable and it’s enough to make a big difference in your visibility, inbound traffic, and opportunities.

To post new content this often is a commitment. It’s a matter of creating a writing schedule, possibly having blogging templates to work with, and keeping up with what’s going on in your industry. Write about what your audience wants to know and what they should know to move forward.

If this will put a glitch in your other work that needs to be done, you can always outsource your content writing.

I know a good content writer. (hee, hee)

B2C Shows More Benefits

Okay, plug aside, what was also interesting about Hubspot’s study is that the benefits of blogging more frequently were more significant with B2C than B2B companies. This was true for inbound traffic and inbound leads.

Posts can Keep Working for You

Another factor relevant to blogging more frequently is you’ll generate more blog posts that will keep working for you.

I have posts from years ago that still get traffic. Obviously, you need to make sure your older posts still offer relevant information and the links still work. If not, simply update them a bit and they’ll be ready to re-share.

Hubspot noted that “companies that had published 401+ blog posts in total got about twice as much traffic as companies that published 301 - 400 blog posts.”

Summing It Up

Blogs are influential. They’re persuasive. Offering valuable content on a regular basis of at least 3 times a week will boost your inbound traffic.

Definitions

Lead generation – the marketing process of motivating interest in what you have to offer in an effort to make sales.

A lead – a business or person who is interested in your product or service, a potential client or customer.

B2B – Businesses that sell to businesses.

B2C – Businesses that sell to consumers.

To read Hubspot’s analysis, go to:
(1) How Often Should Businesses Blog (New Benchmark Data)

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MORE ON INBOUND MARKETING

Website Metrics – 5 Tips to Keep Your Head Above Water
3 Steps to Getting More Engagement and Shares Through Social Media
Boost Your Optin Rate Today – It’s All in the Lead Magnet (the offer)





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2 comments:

Kathleen Moulton said...

I'm happy to report that I have been blogging 3x a week since early 2012. Not only has it helped me develop a writing schedule, but I am having good success.

Thank-you for such useful information, Karen. Your posts help with practical advice that is not difficult to implement. : )

Karen Cioffi-Ventrice said...

Kathleen, that's great that you're able to commit to 3X per week. I'm so glad you find the posts helpful! I try to make them doable. Thanks for stopping by!