Blogging is serious business.
It is slowly becoming a critical part of business performance in the corporate
Here’s an example.
You choose ‘starting a business blog’ as part of your content marketing plan this year to reach more potential customers. After considerable thought, management signs off on it and you set off.
4 months later at the company quarterly assessment, your department is called up by HR to analyze how ‘this blogging thing’ has scaled business objectives and improved engagement. Simply put they are asking for a blogging benchmark to help them judge your effectiveness.
You are honestly not quite ready for this kind of ‘interrogative questioning.’
You: Is there some kind of metric you can benchmark your blogging performance on to ascertain success or failure?
HR: You tell us.
Our answer. Yes there is.
Haven’t been in the above scenario yet? Lucky you.
Now you can avoid all that with this article.
Contrary to the opinions peddled in some quarters, business blogging can definitely be benchmarked. Blogging like any other activity can be analyzed to judge whether It has been effective or not.
The following outcome, carefully curated from data acquired from over 700 companies who do inbound marketing every day, provides critical data to help benchmark your business blogging efforts and effectively measure its effect overtime.
1. BLOGGING FREQUENCY ON WEBSITE TRAFFIC
Every serious business blogger who knows their onions have probably wondered secretly whether the frequency of their blogging efforts has somehow influenced the number of traffic that comes to the company website.
If you are secretly convinced that it does, I am happy to inform you that you are right.
The report below supports this:
“COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET 5X MORE TRAFFIC THAN COMPANIES THAT DON’T BLOG AT ALL. “
That’s great news, right?
So all those nights of slaving to crank up exciting article topics wasn’t wasted. It somehow affected bottom-line.
Time to inform HR.
Also if you’re a small business, the report goes on to reveal that:
“SMALL BUSINESSES (1-10 EMPLOYEES) TEND TO SEE THE BIGGEST GAINS IN TRAFFIC WHEN THEY PUBLISH MORE ARTICLES.”
Now that you have blogging benchmark proof that your effort counts, you need to commit to churning out interesting blog content regularly to help amplify the outcome of your website traffic and more importantly get HR off your back.
2. BLOGGING FREQUENCY ON LEAD GENERATION
Now that we have established that blogging frequency matters in terms of attracting website traffic, we venture further. Does it have any influence on generating leads?
The report seems to think so.
“COMPANIES THAT INCREASE BLOGGING FROM 3-5X/MONTH TO 6-8X/MONTH ALMOST DOUBLE THEIR LEADS. “
And if you haven’t even started business blogging at all, this should convince you:
“B2B COMPANIES THAT BLOG ONLY 1-2X/MONTH GENERATE 70% MORE LEADS THAN THOSE THAT DON’T BLOG AT ALL.”
What that means is that blogging no matter how small, can affect your lead generation goals if you weren’t blogging at all.
That sounds good. To kick-start your blogging effort as a business or individual, check out our article on How to build Authority, Influence and Trust when nobody knows who you are and The Complete guide to Creating Content that Connects.
3. BLOGGING’S OVERALL IMPACT ON WEBSITE TRAFFIC
What impact does an impressive archive of previously posted content have on inbound traffic?
As your published articles get indexed by search engines and shared on social media platforms, the impact your business blog has on traffic isn’t just limited to the new articles but on an array of previously published resources that is slowly carving a route into your business.
Sounds a little confusing? This might help:
“AN AVERAGE COMPANY WILL SEE A 45% GROWTH IN TRAFFIC BY INCREASING TOTAL BLOG ARTICLES FROM 11-20 TO 21-50 ARTICLES. “
And for B2C companies out there, the report says that:
“B2C COMPANIES SEE A 59% INCREASE IN TRAFFIC AFTER GROWING TOTAL BLOG ARTICLES FROM 100 TO 200 TOTAL. “
See how critical business blogging is? Sounds like there should be a dedicated department in the business for it, right?
The above data without a doubt suggests that.
4. BLOGGING OVERALL IMPACT ON LEAD GENERATION
Just like blog articles archived overtime has an impact on the overall web traffic; it also does something to the overall lead generation.
So an amazing collection of blog posts of both old and new articles, housed on a website somehow makes a difference in how many inbound leads a company gets?
“THE AVERAGE COMPANY WITH 100 OR MORE TOTAL BLOG ARTICLES IS MORE LIKELY TO EXPERIENCE CONTINUED LEAD GROWTH.”
The data gets more compelling:
“COMPANIES WITH OVER 200 BLOG ARTICLES GENERATE >5X THE LEADS THAN THOSE WITH 10 OR FEWER.”
So it goes without saying that business blogging should be an important part of every company’s marketing efforts. The data speaks for itself.
So if you are a blogging professional, collate this compelling data and share it with HR as your blogging benchmark proof and if on the other hand you are on the HR team, cut these bloggers some slack, will you?
Business blogging requires some patience because soon enough their contribution to the company’s bottom-line will be made clearer a few more posts down the line.
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