Quantity Does Rule in the Content Wars – HubSpot

HubSpot Benchmarks 7000When exploring content marketing with clients, I always stress quality as a starting point: You have to be relevant and interesting to the reader if you want to engage them.

That said, one great article gets you nowhere. Lots of great content (however defined) is what get you attention online. And one of the leading “inbound marketing” vendors has just released a batch of data that gives you an idea about just how big that quantity has to be.

Be interesting over and over again to attract opted-in leads

HubSpot has aggregated the results of the 7,000 businesses that use its analytics software, and present strong evidence about how frequency does make a big difference in getting content marketing (they call it “inbound marketing”) to generate leads. This isn’t surprising, but the actual quantities are. Check these out:

  • Websites with less than 50 pages got a lot less traffic than larger sites, especially those over 1,000 pages in size. Such large sites got close to 10x the traffic of a 50-page site.
  • The large-site advantage was more pronounced for small companies, perhaps because building such a large site was probably a big percentage of their total marketing budget.
  • B2C companies had more to gain from creating large batches of website page than B2B companies.
  • Inbound leads rose significantly once 200 pages were amassed, and dramatically once 400 were passed.
  • Regular use of landing pages (which count towards total pages, I assume) really start to have a positive impact on lead generation once their inventory reaches and passes 20, with a huge jump for B2B over 40. Worth dedicating time to having a fresh landing page for each online campaign!
  • Blogging seems to have steady incremental value, with two or more each week a real goal to achieve to convert visitors to leads. (Larger companies seem to get more bang for their buck out of active blogging, unfortunately.)
  • Facebook pages with over 1,000 likes perform significantly better than company pages with under 1,000. That’s a clear goal to shoot for!

Look the material over yourself, but the message is clear. You need to dedicate your organization to creating lots of great content consistently over time if you want to make inbound content marketing work.


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