HubSpot just released its Marketing Benchmarks from 7,000+ Businesses, a report that examines data from the company’s 7,000 customers.
The report provides useful information on the impact content creation—web pages, landing pages and blog posts—has on site traffic and lead generation.
One of the more interesting results is the boost content marketing gives to small businesses with 1 to 10 employees. In fact, it looks like these small businesses are the biggest beneficiary of having more web pages, landing pages and blog posts.
Impact of website content on inbound traffic
The HubSpot research shows that customers with 51-100 web pages generate 48% more traffic than companies with 1-50 pages. This chart shows the impact of website content on inbound traffic by company size.
Impact of website content on inbound leads
Companies in the HubSpot study with 101-200 web pages generate 2.5x more leads than those with 50 or fewer pages. Smaller companies, including those with 1 to 10 and 11 to 50 employees, are clear winners in this area.
Impact of number of landing pages on lead generation
Companies in the study see a 55% increase in leads by increasing landing pages from 10 to 15. There are dramatic increases when a company has over 40 landing pages, especially for those businesses with just 1 to 10 employees.
Impact of total published blog posts on inbound leads
The average HubSpot customer with 100+ total blog articles is more likely to experience continued lead growth. Again, small businesses benefit the most by publishing more content.
Impact of total published blog posts on inbound traffic
The average HubSpot customer included in the study will see a 45% growth in traffic when increasing total blog articles from 11-20 to 21-50. And just look at what happens to the smallest companies when they have over 200 published blog posts.
Why do small businesses benefit most from content marketing?
My guess is the base numbers are small, so an incremental increase translates into a big improvement for the smaller business.
For example, if a small business increases inbound leads from ten to 20/month, that’s a 100% increase. But if a larger company is already getting 40 leads/month and they increase by ten, that’s a 25% increase.
I’ve got a call into HubSpot to find out more and will report back on what I find out.
Lastly, it’s important to note the research was carried out on 7,000 HubSpot customers who are presumably using inbound marketing best practices. It’s not enough to simply create more content. The content needs to be engaging, interesting and useful. Plus, it needs to be optimized with keywords, calls-to-action and relevant offers.