A couple weeks ago I came across some really great data on the usefulness of blogging for a website’s traffic, leads & general marketing effectiveness. The data, surprisingly, provides the difference in B2B and B2C effectiveness and the numbers are significantly close to each other.
The beauty of the article is that it is full of graphs and data, a nerd’s dream (if only there were spreadsheets!). The correlation between content and traffic is particularly clear:
Not surprisingly, the graph for leads is very similar to the graph of the traffic. Albeit on about 1/2 scale because leads are a bit harder to get:
Most marketing teams are going to want to know: How much blogging is enough? Well a lot of the data is about cumulative blogging but there is some info on monthly writing. While blogging at all is good you can see that there is an initial bump at 6-8 posts/month then a BIG bump when monthly posts go up above 15. What does that mean for you? Well this means 3-4 posts each week, factor in a 5-day work-week and you’re planning a LOT of writing. It’s time to develop a content strategy and schedule, pronto!
Aside from the first couple read-through of the data (it is truly that good!) I found myself coming back to it a few more times. It was great data but something just felt off.
Finally today, it dawned on me – the data is all about Quantity and forgets Quality entirely. Now, we all know that Quality is much harder to quantify (too many Q words!), but there are some indicators. We could factor in comments, likes or shares. We could factor in the word count or the use of video, images or graphs. But, of course, these are fraught with problems too – newer sites will have fewer comments, likes or shares. Word count is far from an indicator of quality since some people tend to ramble (except me, never me). And videos or graphs could totally suck.
(Because writing ‘in conclusion’ was a little too ’7th grade term paper’)
We’re without a viable way to measure quality so we’re stuck with the imperfect use of quality. I definitely understand why but I would love to see some additional metrics like shares or comments included or perhaps just overlaid on the data. This could really add some strength to the data while understanding that Quality is a concern.
In case you still haven’t checked it out – hit the link: http://www.steamfeed.com/the-impact-of-blogging-on-website-traffic-and-leads/