New Benchmark Data on How Often Companies Should BlogWhen it comes to blogging for your law firm, are you wondering whether it’s quality or quantity that matters most?  The answer is:  both.

Obviously you want to publish high quality blogs that will educate and inform your readers.  It’s a reflection of who you are and how you practice, and so quality should really be a given.

But you’re really busy, so you may justify posting only a couple of times a month by thinking that quality is more important than quantity.  New benchmark data from inbound marketing firm HubSpot says otherwise.

Last week, HubSpot released a study of blog data it pulled from more than 13,500 of its customers to analyze how the number of blogs companies post each month affect traffic and lead generation.

Here is an overview of those findings:

Companies that post more than 16 blogs per month receive almost 3.5x more traffic than those that publish less than four times per month.

B2B firms that publish more than 11 times per month had approximately 3x the traffic than those that only publish once a month.

Companies that publish more than 16 times per month received approximately 4.5x more leads than those that publish fewer than four blogs per month.

B2C firms that publish more than 11 times per month had more than 4x as many leads as those that blog only 4-5 times per month.

B2B firms that publish more than 11 times per month had approximately 1.75x as many leads as those that blog less than three times per month.

Overall, companies that have more than 400 blogs total on their site get about 2x as much traffic as those that have less than 400 posts on their site.

Overall, companies that have more than 400 blogs total on their site get more than 3x as many leads as those that have less than 100 posts on their site.

Clearly, the HubSpot data indicates companies that blog often receive significantly more traffic to their websites and generate more leads than those that merely dabble.

What is even more interesting about this data is that it indicates the biggest beneficiaries of blogging are smaller firms — those with less than 25 employees. Smaller firms that blog more than 11 times per month generate 2.5 times as many leads as companies that blog less frequently. When it comes to inbound traffic from blogs, smaller firms that publish more than 11 blogs/mo. average more than 3x more traffic than those that publish less frequently.

Bottom line: blogging is great for your bottom line.

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