Content, content, content. Marketers need to create content to generate inbound leads—but just how much, what kind and where should it go?
Carly Murphy, with Irvine, Calif.-based inbound marketing agency SmartBug Media, says there are five of these benchmarks for marketers to follow to ensure they're doing it right. First of all, marketers should already be tracking their existing traffic and leads, says Murphy, an associate inbound marketing consultant.
Then marketers need to ask themselves five questions, she writes on Wednesday in "5 Benchmarks to Track in Your Inbound Marketing Strategy," a SmartBug Media Inbound Marketing Blog post:
1. How Many Landing Pages Do I Need to Increase Site Visits?
"Companies with 51 to 100 pages generate 48 percent more traffic than companies with one to 50 pages," Murphy writes (report opens as a PDF). That's because the more landing pages there are, the more there is for search engines to catalog. High-quality content is necessary to rank well with those extra pages, reminds Jayson DeMers, the founder and CEO of AudienceBloom.
2. How Many Landing Pages Do I Need to Increase Leads?
"Companies with 101 to 200 pages generate 2.5 times more leads than those with 50 or fewer pages," Murphy says. Make each offer have its own landing page, she suggests.
3. How Much Do I Need to Blog Per Month?
This bit of advice goes back to the truism in No. 1: The more pages Google has to crawl, the more it has to rank. Murphy adds how 15-plus blog posts a month garner businesses five times more traffic than non-blogging companies, and organizations doubling the number of posts from three to five to six to eight each month nearly double their leads.
4. How Much Will Growing My Twitter Following Improve Site Visits?
"Companies with 51 to 100 followers generate 106 percent more [website] traffic than those with 25 or fewer," Murphy writes. Her caution, however, is not to take the easy way out and buy followers and favorites. Twitter is policing that activity. So is Google.