January 14, 2015

The Impact of Blogging on Inbound ROI-It's Bigger Than You Think

As a marketer, have you thought about how you will drive inbound ROI throughout this year? Do you know what single activity is most commonly associated with success? Thankfully, HubSpot recently examined each inbound practice to find the one that had the strongest correlation to positive ROI; the inbound marketing company concluded that marketers who emphasize blogging are 13 times more likely to have increased ROI year over year, according to its 2014 State of Inbound report.

Given that marketers who blog are 13 times more likely to drive positive ROI, it shouldn’t be a surprise that this content marketing tactic tops high performers’ lists of most important inbound projects. In addition, according to the report:

  • More than 80 percent of inbound marketers cite organic sources, including blogging, as rising in importance.
  • More than four-fifths of marketers who blog daily acquired a customer using their blog, as opposed to 57 percent of marketers who blog monthly—which, by itself, is still an impressive result.

So, why does this content marketing vehicle have such a significant impact on a company’s bottom line? For starters, captivating and targeted blog posts can help your company improve brand awareness, customer acquisition and lead generation. Additionally, through blogging, you can tell your unique brand story to customers and prospects—creatively showing them that you’re a thought leader with innovative ideas. In doing so, you’ll provide informative content for prospects, which puts these potential customers first by adding real value.

What’s more, consistently blogging will help drive traffic to your website. Just take a minute to think about how often you update your webpages, including your “Contact Us” page, which most likely hasn’t been updated for a while. Well, every time you write a blog post, it’s one more indexed page on your website. A new post is one more cue to algorithms used by Google and other search engines that indicates your site is active and full of fresh content. In other words, every new indexed page is another opportunity for you to improve SEO and drive traffic to your website.

Also, don’t forget the magic of posting your blogs to social media sites; it’s yet another avenue for your company to get discovered. Your posts can be shared on Twitter, LinkedIn, Facebook and more, which helps expose your business to a wider audience.

If your organization is having a tough time developing blog ideas or doesn’t have enough time to craft blogs, then it may be time to reach out to a content strategy vendor. Click here to learn how we can help you at Content Boost. 

 



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