Blogging. We often hear about the importance of it and the impact it will have on driving traffic to your website. It takes a while to comprehend the importance of blogging and it takes even longer to convince clients they need to take part. If you want to show your clients and prospects that you are an industry leader, you should have a blog. Blogging takes time, but time is money.

Fast forward. You are now convinced a company blog is necessary and have incorporated blogging into your marketing strategy. Great job. Now what?

Questions to ask after committing to the blog

  1. Why did our business commit to writing a blog? Keep reminding yourself of the big picture.
  2. How frequently are we going to post?
  3. Who is our target-market and can we have more than one (yes you can)?
  4. Of course, you are looking to generate leads, so what will the CTA (call to action) be? This is an important piece to the puzzle as it will allow your visitors to “keep on clicking”, which is ultimately the goal. Providing them with a CTA that will help them flourish is key. #alwayshelping.
  5. What are realistic milestones we can put into place?
  6. Finally, what benchmarks can we follow to keep us motivated and moving forward?

While Group 2 can certainly help you put your overall marketing plan in place to help you generate more revenue, let’s drill down on #6.

We were motivated to write this post after reading the Hubspot blog on “12 Revealing Charts to Help You Benchmark Your Business Blogging Performance”. We love the infographics and felt like sharing Pamela Vaughan’s brilliant info. After all, one of the great benefits to blogging is sharing other’s valuable and helpful information.

Stats We LOVE from the HubSpot Blog

  • Companies that blog 15 or more times per month get 5X more traffic than companies that don’t blog at all.
  • Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads.
  • B2B companies that blog only 1-2X/month generate 70% more leads than those that don’t blog at all.
  • An average company will see a 45% growth in traffic when increasing total blog articles from 11-20 to 21-50 articles.

Your blog is up and running. You are posting frequently and sharing your helpful content on all company social media outlets. Your CTA is enticing. Now what? How do you know if your efforts are being noticed? What should you expect the first six-twelve months?

Benchmark Positives

  • First, your blog is an investment. Be patient and do the work. Rewards coming soon.
  • Your overall web traffic is increasing. No matter how big or small, an increase is a positive.
  • You are gaining more followers on your social media sites and viewers are beginning to engage with your content. This is a great opportunity to dig deep into the analytics and see what posts received the most hits. Use the data to help you achieve better results next time around. Keep in mind that recycled content with a few changes is NOT a bad thing. It’s not enough to simply post an article with hopes it will attract viewers. You must engage with others online to build a bigger audience. Watch the numbers increase as you take this next step. Fan engagement helps build trust and being a trusted advisor is priceless.
  • You are building new and stronger relationships with thought leaders in your industry online and with those that work in your industry. It’s all about building relationships.
  • You are generating leads from your blog and online activity. One is better than none.
  • When should you give up? DON’T GIVE UP. Stay committed to the process and to growing your business.

At Group 2 we practice what we preach and would be happy to share our success story with you! Check out our blog page at to see our collection of informative posts and drop us your email address at to be included in our “FYI” e-blast series, which provides insight to various marketing topics of interest! A phone call is perfectly fine as well, feel free to contact us at 412.605.0834, ext. 3000 to continue the conversation and discuss a free assessment on current company marketing practices.