Frequent publishing helps to improve ROI in content marketing

by Brian Oliver

Publishing quality content on a regular basis is a key factor in increasing companies’ return on investment (ROI) in content marketing campaigns – that’s according to a new report from internet marketing company HubSpot.

The percentage of companies that gain new business from content marketing decreases as publishing becomes less frequent, says Hubspot.

The company’s 2012 State of Inbound Marketing report discovered that 92% of businesses that publish multiple articles every day tend to acquire more customers directly through their blogs and have a higher rate of sales conversions.

However, the study found that just 10% of companies actually publish new material every day. The majority of users of content marketing only post new articles on a weekly basis.


The report found that a content strategy that includes frequent updates has several overall benefits. New content brings search crawlers back to index more pages which, in turn, helps with search standing. And a regular helping of recent content attracts a more positive response from Google’s new ‘fresh factor’ algorithm.

Potential customers are also more likely to see your website as a more trustworthy authority when you consistently publish valuable content.


According to Hubspot, another key takeaway from the new study is that businesses are becoming increasingly aware of the value of a well-written blog that delivers quality content. Some 81% of companies described their blog as “useful”, “important” or “critical” – with 25% rating their company blog as “critical” to their business.

In addition, 62% of the companies surveyed said social media had become more important to them as a source of leads in the past six months.

Significantly, the study also found that content marketing campaigns can attract new sales leads at a much lower cost per lead than outbound marketing activities … typically about 61% lower, according to Hubspot.

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.


CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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One Response to “Frequent publishing helps to improve ROI in content marketing”

  1. Outsourcing of content marketing set to increase this year, says report « CONTENTED MARKETER Says:

    […] Contented Marketer recently reported (“Frequent publishing helps to improve ROI”), the ability to publish quality content on a regular basis is a key factor in maximising […]

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