• Irene Ross

Does Your Company Blog Improve Your Roi?

Updated: Aug 1, 2018

According to HubSpot, a developer and marketer of software products for inbound marketing and sales, companies that publish 16 monthly blog posts see 4-½ times more leads than those publishing four or less.

Those who focus on blogging are 13 times more likely to see a positive ROI.

Think about this, too:  Websites that have blogs get 434 percent more indexed pages, says an article on LinkedIn (which is also a powerful search engine).

Here’s the catch, though:  You need to make yours stand out, because you’re competing with 440 million blogs (that’s counting also the microblogs like Tumblr.)


Here are some best practices that you should be sure your copywriter is following:

  1. Create value. People will keep coming back to your blog if it provides value; in fact, I know of some bloggers who are so popular that many of their subscribers would check their websites just to be sure they didn’t miss out on a mailing.

Do some research to find out what’s trending, what the habits and lifestyles are of the company’s target audiences, find the target’s “pain points,” and explain how your product or service can help.

There are two ways to provide value:  education and entertainment. Boasting rights: One of my former clients, a well-known skincare company, said my articles were " high ranking on SEO and sure to educate and entertain our customers for a long time.”

2. Make sure your article is properly optimized.  You can have the greatest product in the world, but it won’t do you much good if no one can find you.  Search engine optimization (SEO) is a lot more than about keywords. SEO is about ranking, knowing search volume, creating high-quality and well-thought-out backlinks and, in short, understanding how the search engines “think.”

3. Speaking of keywords, know about density and be sure to follow the guidelines. The article is not a holiday turkey so don’t stuff it; you might think constantly repeating words or phrases will help you rank, but it will do the opposite.  First, no one wants to read a stilted, strange-sounding article where some word is repeated 500 times. Second, search engines like Google are on to this, and you won’t find your pages anywhere. By the way, know the difference between long-tail and header keywords.

4. Understand that it’s about the customer, not you. Well, this might sound a bit harsh, but it’s true: The reader doesn’t care about you. They want to know that you understand their problem and can solve it with your product or service.  Compare it to when you take your car in to be serviced. What you really care about is the resolution of your problem, i.e, how fast you can get back on the road.

5. Write copy that sizzles.  That doesn’t mean to make exaggerations or use a lot of exclamation points, all upper case letters, or other phoney methods to give your article a sense of excitement. Be natural, authentic, have a good flow and, remember, it’s not a school paper, so no need to be stiff.

As a final note, there's a lot of debate about whether a blog post should be long-form or short. Many feel that long-form, especially if you link to some of your other posts, will keep the reader on your site longer. As for number of words, it depends; some say long-form is anything over 1,000 words, but some people go as high as 2,000 or even 2500 words. Short-form is around 850 words.

Both should have visuals, but long-form especially needs to be broken up with plenty of photos--or you might add some multi-media, such as an infographic or video.


T: 631-601-9086 

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© 2018 by Irene Ross
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