I know from experience that content marketing doesn’t always generate linear returns. In fact, there’s almost always a “sweet spot” where a marginal increase in your efforts delivers a disproportionate benefit.
Our friends at HubSpot just shared some data that proves my point. Their marketing benchmarks data is extremely useful because it analyzes such a large sample – 7,000 B2B and B2C companies of all sizes, from a variety of industries.
Here’s a great example of why it’s important to know where a marginal content investment will yield the best results:
Looking at this data, I would argue that any company posting fewer than six blog posts per month needs to think carefully about what they stand to gain from an incremental investment in new content.
The same is true for firms that have already established the ability to post 2-3 times a week and are thinking about taking the next step to posting every other day.
The complete report, which is available free of charge, is worth downloading. You’ll see additional sweet spots for investments in custom landing pages and social media activity, among other variables.
Some potential high-impact activities, like boosting your total number of pages of web site content, are long-term efforts that may require a substantial investment. Others, like an incremental increase in your blogging, could be relatively quick and easy. Either way, this is more great evidence that content marketing has a direct impact on B2B lead generation.