Instant gratification! I want it now!

Not next week, next month, or heavens, next year. I’ve talked to many portfolio managers and asset gatherers that began a blog, posted three or four or ten articles over the course of several weeks or months, and waited expectantly for the clicks to click and their phone to ring.

When it didn’t happen, they pulled the blog plug. “I’ll never blog again!” they said. “What a waste of time and opportunity cost.”


Don’t expect overnight success. Don’t think about traffic numbers when you’re starting out. If you’re looking to run a marathon, you wouldn’t run the 26.3 miles from Marathon to Athens (or from Hopkinton to Boston, or from point A to Point B) on your first day of training. You build up to it. The same goes for blogging.

Also, if you’ve just started your blog, chances are your blog’s domain is new, too. Google’s search algorithms value domains that have been around for a while, and may take a few months to find you.

The best ways for getting more leads from your blog are value, volume, and visibility.


Focus on creating valuable content. Address the challenges your ideal clients are facing. How do you know what might be valuable content? One way to populate your posts is to answer the questions your clients and prospects ask you every day.


The more blog posts you have, the quicker you may see results. Ah, but how many posts are enough? One or two posts per week may be best.

Some more facts from HubSpot: websites with 51-100 blog posts generated 48% more traffic than websites with 1-50 blog posts. Companies with over 200 blog articles had five times the leads of those with 10 or fewer posts.

The chart below, from HubSpot, shows the impact of the number of blog posts per month on website traffic. The key takeaway: more is better.

Cumulatively, how many posts make the tipping point, at which your blog spikes in interest and clicks? While the numbers may not be precise, and can vary based on industry, content value, keywords, and other factors, the magic number of posts may be about 100 to 150.

Don’t be concerned with how long your posts are, at least not in starting out. Think in terms of providing compelling insight and potential solutions to your potential prospects problems.

Another reason that more is better: Google considers each blog post a separate site page. And the more site pages you have, the greater your chance the Google crawlers and indexers will crawl and index your pages. Which could translate into a higher page rank.


The correlation between volume and visibility is direct. It’s equally as important to publish value-added posts as often as possible. Each post offers a new opportunity to gain residual traffic over time. Keywords are important, but lots of great content can build as much SEO as the right long-tail and short-tail keywords.

But who has the time to blog? If you’d rather focus your energy on selecting securities or talking with prospective investors – those things more in line with your interest and expertise – you may want to consider partnering with an inbound marketing agency.