Blogging: Is It Really Worth the Effort?

When it’s done well, blogging requires serious commitment. 

Do it yourself, and you’re investing the time required to choose a topic, gather information, write, edit, and then locate an image to illustrate it. And then in a couple weeks, you have to do it all over again. 

Of course, you can hire professionals to do it for you, which saves time but costs money. 

So, the question is: Does all this investment pay off? 

According to most B2B marketing experts, the answer is a resounding “Yes!” 

Those experts tell us that the best business blogs answer questions about you and your products. They position you as an authority in your field. They can even establish trust between you and potential customers. 

Powerful as they are, those benefits are hard to quantify. 

Fortunately, marketers track these things. As one wrote for Hubspot, every time you post a blog, you’ve added one more indexed page to your website, which creates one more opportunity for you to show up in search engines and drive traffic to your website. Further, as that author also wrote, every blog post generates content that can be shared on social media, gaining additional exposure for your business and potentially introducing you to a new audience. 

What’s more, we know that a B2B blog has tremendous SEO benefits and organic search attracts high-quality leads, and that a company blog has more long-term ROI than traditional marketing efforts, according to Impact. 

But the website TechClient went one step farther, got into the trenches and came up with some hard facts on the effectiveness and impact of blogs. Some of the highlights:  

• 81% of consumers trust information found on blogs 
• B2B marketers using blogs generate 67% more leads 
• Websites with blogs have 434% more indexed pages 

• Interesting content is one of the top 3 reasons people follow brands on social media 

Altogether, there’s a compelling case to be made for blogging. So where do you start? 

Here are a couple of blogs from our archives that might be helpful: 

• Got Writer’s Block? Here’s How We Come Up with Ideas 
• How to Find a Writer for Your Next B2B Marketing Project