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If a Blog’s Such a Slog, Should Your Business Even Bother?

If a Blog’s Such a Slog, Should Your Business Even Bother?

in Marketing 101

In recent years, countless companies have jumped on the business-blogging bandwagon as part of their larger marketing strategy. But as blog-book author, Aaron Orendorff states, creating and nurturing a stream of useful, search-friendly content is “damn hard.”

One reason is the difficulty gaining and keeping team buy-in. Everyone must be committed and willing to contribute time, energy and content. Otherwise, your blog is doomed from the start.

Successful business blogs require a well-organized content calendar which tracks subject, author, word count and first-draft due date. Orendorff even recommends including some keywords and titles that use targeted terms or phrases to help achieve higher search result rankings.

So if blogging for business is such a difficult and painful time-suck, can it possibly be worth the effort? For many marketers, the answer is a resounding ‘yes.’

Big Task. Bigger Payback.

Blogging is hands-down one of today’s most traffic-boosting, lead-generating content delivery platforms, Orendorff says. When it’s done well, business blogging can:

  • Build trust: 81% of consumers trust blog content more than online ads and other forms of marketing; blogs have been rated as the 5th most trusted source for accurate, online information, according to one Hubspot report.
  • Boost traffic: developing even a modest article archive can increase traffic to your site by up to 30%.
  • Generate leads: B2B companies who blog generate nearly 70% more leads over those that don’t.

In summary, we agree most businesses should blog, even if it’s just once a week.


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