Good news for copywriters who write endless blogs and articles – it’s paying off!
Recent statistics show that companies who use blogs in their marketing efforts produce 67 per cent more leads than companies that don’t have active blogs.
Now, as you know, at Absurd Insights we love blogs – it’s kind of our thing – and it’s great to see statistics that prove how valuable this underrated form of marketing is.
And they are, indeed, underrated by many brands who see them as an antiquated form of content.
Sometimes, it can even be hard to convince clients to start blogging at all – despite all the arguments for them!
So why are blogs seen in such a dismissive light and just how effective can they really be?
Why the hate for blogs?
When some people hear the word “blog” they think of long reems of text, usually about something boring.
They think of bloggers – conjuring up images of a fat guy with spots, who obsesses over the latest moves of a political party… or cryptocurrency… or Star Wars… or, God forbid, football.
Many people think that blogs are outdated, which isn’t an unfair accusation, but we’d argue this is misguided.
Yes, blogs become dated quite quickly, but when you’re regularly posting them, the overall website remains current and relevant.
To get slightly more technical, we’ve heard arguments that blogs don’t provide an immediate return on investment (ROI) for marketers due to the lack of targeting that one can perform with them.
Again, this is a fair argument, but when combined with targeted social media efforts or PPC, this quickly loses traction.
We often hear that blogs fail to convert or generate leads which is probably true when they aren’t combined with effective calls to action or an efficient marketing funnel.
Blogs are great from a marketing perspective
At Absurd Insights, we feel that blogging is an underrated and underutilised form of marketing and that needs to change.
What people often fail to consider is that out of 1.9 billion websites worldwide, 600 million are blogs.
They don’t realise that 77 per cent of internet users regularly read blog posts and they have the potential to reach 5.35 billion internet users – if you discount language barriers, of course.
From a broader marketing perspective, blogging creates a relationship between the reader and the brand.
It weaves a narrative between the consumer and the brand’s overarching story.
Blogging is also a great way to promote things like corporate social responsibility and the amazing work that a brand does outside of its immediate product or service.
A well-crafted blog allows a brand to demonstrate thought leadership and industry insights that showcase its underlying understanding and knowledge of the market.
On top of this, we also have to consider the impact of blogs on things like SEO.
By regularly posting blogs, you keep your website up to date and, as we know from Google’s latest SEO core update, this is a major factor in boosting the overall SEO of a website.
Yes, the immediate ROI is not directly measurable over a short period of time, but blogging isn’t a short-term strategy – it works best over a period of months and years.
They drive website traffic, engage audiences, generate leads, and ultimately contribute to long-term brand success.
If one marketing strategy stands out as the most powerful, surely blogs must come out somewhere near the top.
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