Not having a solid content marketing initiative, one that's part of a synergized inbound marketing program, is tantamount to leaving money on the table.
A lot of money.
What's frustrating is trying to make that point to those who are, for whatever reason, unwilling to commit to content publishing as part of an inbound strategy.
It's too alien. It's too much work. We can't pay for it.
Now HubSpot, inbound marketing pathfinder that it's always been, has published the results of a survey of their 13,500+ customers that show just how much opportunity that can cost a business or brand.
For instance, here are a few of the upticks that content drives for inbound traffic:
- Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4
- The small companies...that published 11+ posts per month had almost 3X more traffic than companies publishing 0 - 1 monthly posts, and about 2X as much traffic as those publishing 2 - 5 monthly posts.
- (When) companies with 201 or more employees published 11+ monthly posts, they got 3.5X more traffic than those publishing 0 - 1 blog posts per month.
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0 - 1 times per month.
But, you might ask, does all that sexy traffic translate into leads?
- Companies with 1 - 10 employees and 11 - 25 employees (that) published 11+ blog posts per month... generated almost twice as many leads as companies that published 6 - 10 blog posts per month.
- Companies with 26 - 200 employees blogging 11+ times per month generated about 2.5X more leads than blogging between 0 - 3 times per month.
- Companies with 201+ employees...that published 6 or more monthly posts generate about 1.75X more leads than those that published between 0 - 5 monthly posts.
- B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4 - 5 times per month.
- B2B companies that blogged 11+ times per month got about 1.75X as many leads as those blogging 6 - 10 times per month, and about 3.75X as many leads as those blogging 0 - 3 times per month.
It's a great post. You'll like it. Lots of pretty graphs and dynamite data and insights that dig a lot deeper than even the bullets above.
Frequency, frequency, frequency.
Quality, quality, quality.
When a company commits to regularly publishing quality content, they get more site traffic and more leads, both in the near term and over time.
With data like this, it's inarguable: not having a content program is leaving money on the table. For your competitors to scoop up.
How much of that can you afford?