To blog or not to blog? That is the question. The answer? A resounding yes. Business blogging is not an option for your business. Keeping a blog on your company’s website filled with industry news, insights, and informative content is beneficial to your business.
Blogging consistently is one of the best ways to develop and maintain a constant and steady flow of traffic to your website. Traffic, that you can convert to leads and maybe nurture into customers. However, if you find yourself struggling to maintain a blog, here are 4 reasons you can use to sell your boss on the ROI of blogging.
1) The only expense in blogging is your time
As a content marketer, you already have access to plenty of awesome blogging platforms. This means that for 2 or so hours of your time (including research, writing, formatting, editing, etc.) you have already written a piece of content that will be working for you for years to come.
Blogging doesn’t require you to pay for ad space, or even maintain the blog more than every one or two years. It’s a piece of content that you put out there, that will work for you, and bring in traffic via social media and search engines for the rest of its life.
Every blog post you publish is also working towards building your credibility and establishing yourself as a thought leader in your industry.
2) By 2020 customers will manage 85% of their relationships without talking to a human
This means that your potential customers are online and they’re looking for answers. Their looking through endless amounts of blogs to try and find the product best suited to fit their needs. One of the easiest ways for them to learn more about you is through your blog.
If they keep typing questions into Google, and Google keeps bringing up your blog(s) as the answer to the questions they have, you have already established a relationship and put your product on the top of their mind.
3) Companies who blog receive 97% more links to their website
Producing a constant stream of helpful and informative blog posts pays off. Not only does it help establish your company as a thought leader in your industry, it will also increase your inbound links. As you promote a piece, other websites that want to seem helpful and credible will share your content to do so. Establishing a good amount of inbound links helps your standing in search engine results ranking, because if Google sees others linking to your content, it will recognize the value in your blog.
4) B2B marketers that blog receive 67% more leads than those that do not
A huge benefit of business blogging is being able to attract high-quality leads 24/7. Even if it’s a holiday, a weekend, or 2:00 in the morning. The more a lead has contact with you, the more likely you are to close a sale. By putting out quality content on a consistent basis your leads and traffic will both increase.
The best part is that your blogs never stop working for you. Which means if you’re answering relevant questions and pushing out exciting and informative content, even your old blog posts will continue to bring in the traffic and convert leads! Just make sure you update those older blogs so they can continue to bring in those leads.
There you have it, four reasons to sell your boss on the value of blogging. If you find yourself still struggling to prove the ROI of your overall inbound marketing efforts, check out our absolutely free ebook below!
*Photo courtesy of Sheep purple via Flickr
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