On average, companies that publish 15 or more blog articles per month generate five times more Web traffic than companies that don't blog at all, and those that blog 9-15 times per month generate three times more traffic than companies that don't blog:
Below, additional findings from the report titled "Marketing Benchmarks From 7,000 Businesses," by HubSpot, based on data collected from its customer base of some 7,000 brands.
Blogging drives traffic because published content gets indexed in search engines and shared via various channels, including social media. By committing to regularly publishing blog content, companies can build up a powerful arsenal of content, with each article published creating another inroad to a website, HubSpot found.
Small businesses (1-10 employees) tend to generate a bigger lift than larger companies when they accumulate published blog content:
When companies boost their blogging efforts, Web traffic volume increases in varying degrees:
- On average, 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.