Did you know that 78 percent of CMO’s believe custom content marketing, like blogging, is the wave of the future? Despite this, many companies still grossly underestimate the value of blogging. For instance, many have begun blogging campaigns and, after not seeing definitive and quick results, have given up before they have a chance to succeed.
In such cases, for a content marketing strategist, it can be difficult to get company leaders to give blogging another chance. For the sake of equipping you to convince your company to reconsider blogging value, we offer two common reasons why companies give up on blogging and how you can present your company with a new perspective on blogging success.
Short-Term Blogging ROI Is Difficult to Measure
To begin, when a company begins any new campaign, it first wants to know how that campaign is projected to impact the bottom line. That is, is this campaign going to create conversions and what value will these conversions provide? However, with blogging, this can be difficult to measure. When you blog, your goals should include other conversion metrics than just quick selling. Blogging should be more about exposure than selling. This is because it takes, on average, up to eight exposures to a new brand before a consumer purchase is likely. Put simply, company blog value lies in its ability to garner brand exposure.
Here is why blogging can help you gain this exposure:
- On average, companies that blog frequently get 434 percent more Google indexed pages than those that don’t. All of these pages improve your Google ranking.
- They also receive 55 percent more site visitors.
- Company sites with blogs earn 97 percent more inbound links than those that don’t have them.
All of these links, visits, and higher rankings help your customers find you, learn about your brand, learn to trust your brand, and therefore, lead to conversions. However, earning this exposure takes time and consistency to cultivate.
Blogging Success Takes Time and Consistency
To understand why, let’s take a closer look at what it really takes to create conversions. If you need an average of eight exposures—meaning sometimes less and sometimes more—to your brand before new consumers will likely purchase, you have to be patient.
To illustrate this, consider weight loss. We all know that a successful weight-loss strategy involves exercising regularly and eating healthy foods and proportions, regardless of whether or not results are immediate. It involves consistency and patience. In this process, you can’t look at the results. Instead, you have to keep your eye on the final goal, your strategy, and keep consistently going until that weight is gone.
Likewise, repeat exposure takes consistency and patience. For some consumers, six exposures are enough to convert them into a life-long value for your company. For others, it will take more than eight exposures. Remember, our statistics stated it would take an average of eight exposures. So, you have to be willing to woo consumers, and some need more wooing than others. As you work, like in a weight loss regimen, remember that, with consistency, and a focus on strategy and patience, you will succeed. This has been proven time and time again.
Statistics Show Patience and Consistency Are Key
Statistics overwhelmingly support this conclusion that consistency and patience are your keys to blogging success. To illustrate, consider these statistics provided by smallbusiness.yahoo.com and socialmrarketingwriting.com:
- On average, it takes up to 51 blog posts before companies see a 53 percent traffic increase.
- It takes as much as 100 posts before traffic triples.
- After 200 posts, traffic often more than quadruples.
- 70 percent of people admittedly learn more about a brand from blog posts than from ads.
- 78 percent of consumers believe that companies that provide custom content on their websites are interested in building positive consumer/business relationships.
- Lastly, 63 percent of consumers feel more positive toward a company after they’ve read custom marketing content by the brand.
In a nutshell, with patience, blog posts can exponentially increase consumer exposure to your brand, create positive consumer sentiment toward your brand, and help foster positive consumer relationships. In addition, as we discussed earlier, it helps you be where your consumers are on search engines so your customers are more likely to experience repeat exposure to your brand, further amplifying all of these beneficial results.
So, although your blog may not immediately contribute to the bottom line, your company must be made aware that life-time value comes from trusting, positive relationships with consumers. To begin that relationship, they have to be able to find you. To foster that relationship, they need positive exposure. Your blog is, undoubtedly, a key avenue to success in this respect. However long it takes to cultivate, it will bring value to your company.