Study finds increased blogging boosts lead generation

Cambridge, Mass.—Companies that devote time to blogging see strong gains in lead generation, according to a study by Internet marketing company HubSpot Inc.

HubSpot's “Marketing Benchmarks” study found that companies that blog only one or two times a month generate 70% more leads than companies that don't blog at all. Also, those companies that previously posted three to five blogs a month almost doubled their lead generation when frequency increased to six to eight times a month.

The number of posted blogs also has a significant impact, according to the study. Companies with greater than 200 blog articles generate five times more leads than those with 10 or fewer.

HubSpot's study was based on an analysis of data collected from more than 7,000 of its customers during July and August.