I attended HubSpot’s Inbound Marketing University in 2010 after spending 30 years in advertising and marketing practicing, predominantly, outbound marketing.

Then, as today, I see the value of inbound, or content, marketing in conjunction with outbound marketing.

Shortly after attending Inbound Marketing University I began writing blog posts about that which I am passionate — marketing, insights, customer satisfaction and employee empowerment. Blogging gave me a way to document and share what I’ve learned over the course of my career, as well as helping me become more knowledgeable about inbound marketing and social media.

  • Businesses who blogged 16 to 20 times per month get 100% more traffic than those who blogged less than four times per month.
  • Those who blogged at least 20 times per month had 400% more traffic that those who blogged less than four times per month.

  • Businesses who blogged 16 to 20 times per month got 200% more leads than those who didn’t blog.

  • Those who blogged at least 20 times per month saw 300% more leads than those who didn’t blog.

  • B2B businesses who blogged 16 to 20 times per month got 200% more leads than those who didn’t blog.

  • B2C businesses who blogged 16 to 20 times per month got more than 300% more leads than those who didn’t blog.

  • Businesses with more than 200 blog articles got 360% more traffic than those with fewer than 20 blog posts.

  • Businesses with more than 200 blog articles got 250% more leads than those with fewer than 20 blog posts.

Blog posts = web pages

  • Business websites with 401 to 1000 web pages have 800% more traffic than those with 51 to 100 pages.

  • Business websites with 401 to 1000 web pages have 500% more leads than those with 51 to 100 pages.

  • Both B2B and B2C companies with more than 1,000 web pages generate 700% more leads than those with 51 to 100 pages.
Traffic =< Leads =< Sales
I read a lot about the proliferation of information on the Internet and people not having time to write, or even read, content.
However, the statistics above are difficult for anyone that needs leads to ignore.
I know the tradeshows we invested tens of thousands of dollars attending didn’t generate anywhere near the number of leads my four-month old website and blog has.
Don’t know what to write about?
Marcus Sheridan turned a Richmond, Virginia-based fiberglass pool company, that was feeling tremendous financial hardship during the real estate downturn in 2009, into the largest fiberglass pool company in the U.S. simply by answering customers’ questions. More than 400 of them.
Start by writing about that which you are passionate.
Answer people’s questions in an honest and transparent way.
Be relevant. Be reliable. Be responsive. Be real.
Do this and you, and your company, will be seen as a trusted advisor to those searching for the products or services you offer.
As Seth Godin says, the Internet rewards those who share information and penalizes those that hoard information.
Share your knowledge to generate more traffic and more leads and to accelerate sales.



Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional