Content Marketing ROI: Prioritizing Blogging Yields 13x Returns

Contributed by BTW Content Team
a close-up of a woman’s hands typing on a laptop

With the Information Age in full swing, it’s incredibly clear that consumers, especially business decision-makers, are tired. They’re tired of constantly being bombarded with targeted advertisements. They’re tired of receiving countless texts, calls, and emails each day—all pushing them to purchase yet another product they “need” or to sign up for even more subscriptions that clutter their inbox. 

Consequently, blogging has become a highly effective way to amplify content marketing ROI. It offers business customers a break from all the noise, allowing them to absorb useful information, keep up with the latest industry trends, and find answers to their most concerning questions. 

With this in mind, it’s no surprise companies that prioritize blogging see 13 times more ROI than those that don’t. Learn how best to leverage blogging to impact engagement and conversion rates. 

How Does Blogging Improve Content Marketing ROI?

Before getting into how blogging impacts content marketing ROI, it’s important to understand what blogging actually is. 

A blog is a web page regularly updated with various entries (“blogs” or “blog articles”) typically written in a conversational or informal tone. Its primary purpose is to inform, entertain, or educate readers on specific topics. Often overlooked, this highly effective form of content marketing is a key tool for engagement, brand establishment, and marketing. 

While other forms of content marketing, such as case studies, white papers, and webinars, are excellent options for B2B lead generation, blogs add a more personal and human touch to a company while still positioning it as a trusted thought leader in the industry. 

Overall, blogging can increase content marketing ROI by:

  • Increasing direct sales: 60% of people are inspired to seek out a product after reading content about it. 
  • Generating leads: Content marketing generates 3 times as many leads as traditional marketing. 
  • Keeping readers interested: 70% of people would rather learn about a company through articles rather than advertisements.
  • Improving brand loyalty: 82% of consumers feel more positive about a company after reading custom content. 
  • Cutting costs: Content marketing costs 62% less than traditional marketing. 

However, writing and publishing content alone is not enough to reap these benefits. 

How to Yield the Best ROI With Blogging

In order to yield a significant ROI on blogging, content must be:

Let’s take a look at how businesses can implement these strategies and maximize ROI on content marketing. 

Before writing the first word of a blog, it is critical to know and understand the target audience and what they care about. 

This can be done through surveys, social media monitoring, or analytics tools to gather data on the interests, challenges, and content preferences of the audience at hand. Without this knowledge, it will be nearly impossible to create high-quality content that resonates with the reader. 

One helpful tactic used by marketers everywhere is creating a buyer persona. A buyer persona represents the “ideal” customer or client of a company. By defining who the customer is, content can be more tailored to align with their values, address their concerns, and, therefore, meet their needs. 

Additionally, in the B2B or B2C world, it’s just as important to remain up to date on the latest news and trends within the industry. Readers will not trust a company to be a thought leader in the industry if their content is not timely or relevant. 

If a buyer does not trust a company, then why would they buy into its products or services?

2. Write High-Quality Content Using Expertise

Consumers, especially business customers, are not easily fooled when it comes to content quality and value. If they feel that reading your content is not an effective use of their time, they will quickly navigate to another web page. 

The best way to create high-quality content is by leveraging industry expertise within the organization. Find the subject matter experts on the topic at hand and share in-depth insights, technical breakdowns, or professional forecasts that specifically address the audience’s pain points or questions. 

If a claim can’t be easily backed up internally, then it’s essential to incorporate links from other well-known authorities in the industry. This helps solidify the company’s credibility as a thought leader while also showing its willingness to collaborate and connect with other industry players.

3. Utilize Effective Distribution Strategies

While distribution is not the most important part of this process, if the content written doesn’t effectively reach the target audience, then all the work put in is essentially pointless. 

Therefore, it’s important to take some time to develop a strategy for distribution. Below are just a few ways to enhance the visibility and impact of blog posts:

  • Optimize for SEO: Keywords are a great way to organically increase visibility and website traffic organically, and incorporating SEO strategies is pretty easy to do with a little research. 
  • Content syndication: Partner with other platforms to republish your existing content, reach a wider audience, and generate more traffic. 
  • Internal linking: Link the company’s existing blog posts or other content pages where relevant within the blog to keep readers on the site longer and improve SEO. 
  • Hire experts: If internal resources are spread too thin to research effective distribution strategies, then an alternative option might be to hire a professional company for content marketing services

Optimize Your Content Marketing ROI With Behind the Work

Rather than trying to effectively implement blogging as a content marketing strategy on your own, let the experts do the heavy lifting. Behind the Work is a team of experienced and capable marketers with the necessary tools and knowledge to help you create, distribute, and measure blogs that significantly improve your content marketing ROI. 
Get in touch with Behind the Work today to chat about your content marketing needs.


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