The internet is more important than ever before. Not only do we connect through desktop computers, laptops, tablets, and mobile phones, but we’re going online with everything everywhere.
Video game consoles, TVs, speakers, cars, appliances, cameras, toys, drones, and so much more is getting connected to what’s now being known as the “Internet of Things.” Many of these things are also connecting us to online answers, and businesses need to make a presence everywhere possible.
So is blogging still a winning strategy in today’s varied market?
Content Marketing and Blogging Statistics to Know
The Content Marketing Institute says 91 percent of B2B marketers are still using content marketing, along with 86 percent of B2C marketers. Of course, 60 percent of businesses and people find creating consistent content is the biggest challenge in content marketing, according to Zazzle Media.
And thanks to expert content marketers like Neil Patel, Searchmetrics reports the average top-ranked Google post is between 1,140 and 1,285 words, up from 808 words in 2014. Most bloggers will tell you a post needs to be at least 2,000 words, and top content marketers will push for 2,500 to 3,000.
If you don’t have at least 300 words, the content is labeled as “thin,” so to produce one blog a day, five days a week, 52 weeks a year, you’ll need a dedicated team.
You’ll need to hire at least an editor, several writers, and SEO experts. Far too often, businesses throw away money on unreliable firms or freelancers. Content creation isn’t easy, and doing it consistently requires professionals.
This could get expensive quick, so let’s work out those numbers to find out how to run a successful blog strategy.
How Much Does a Winning Blogging Strategy Cost?
A good freelance writer charges at least $0.25 per word. Double this to $0.50 per word, and you should be able to find a strong team that can get you an error-free blog proper to publish on your own company blog.
But blogging isn’t just about creating a company blog. That’s just the first step – businesses build company blogs to provide non-marketing, keyword-rich content. But that content also needs external, inbound links on reputable sites to gain SEO ranking juice. This means you’ll also need to guest post for high-profile publications.
Pitching to major media publications is a whole other animal – that takes a different skillset, and writers/editors that create good content aren’t always good at pitching it or getting it published. If you want to be published in a high-profile outlet like Forbes, Fast Company, Entrepreneur, Wired, NY Times, Washington Post, Wall Street Journal, etc., it’s definitely possible. But you’ll need to double the amount you’re paying to $1.00 per word.
Let’s call it 1000 words at $1.00 per word, so $1,000 every time you want to be published on a high-profile media outlet, and $500 every time you want a blog published on your company blog. You should have a minimum of one blog a week on your internal site and one blog a month on a major outlet for your strategy to be effective.
That’s a total of $3,000 per month to get started on the bare minimum of a realistic blogging strategy. At this level, you’ll want to aim for evergreen content entirely, as each post needs to be relevant for as long as your business is.
Once you start spending $30,000-$300,000 per month on a blogging strategy, you have a full-fledged media outlet that should be controlling the market for your niche. Accomplishing this with $3,000 per month won’t happen, so you’ll need to support it with SEO, PPC, and social media campaigns.
But keep in mind that blogs are the cornerstone to the rest of these strategies.
Why Even Small Businesses Should Blog
In order to rank in Google or gain a following on social media, you need to share consumable content. Tweets without long-form content behind them simply don’t work. If you just post lazy content on Facebook, you won’t stick out or accomplish anything.
The point of being online isn’t just to be online – you need to bring in customers. It’s a business, and you want customers keeping revenue flowing into your business, so you need to justify the ROI of blogging.
Blogging fuels your social media posts and provides SEO-rich content that drives search traffic to your site. It’s important to get your business in the face of Google, Bing, DuckDuckGo, Alexa, Siri, and anything else used to search the internet. Blogs are the best way to do that.
But they have to be filled with quality content. Just pigeonholing a pop culture phenomenon like Rick and Morty into your real estate site isn’t going to get you any sales. Marketing is filled with snake-oil salesmen.
Blogs are informational posts filled with words that give context to browsers and bots crawling your site to understand what your business and brand truly stand for. It shows everyone you know what you’re talking about and you’re not just some flash-in-the-pan trying to make a quick buck.
I have blogs I published a decade ago that still provide a steady stream of traffic. When done right, evergreen content can boost your entire web presence by raising your site’s authority ranking.
A quality writing firm hires professional writers and editors to ensure your blogging efforts are maximized, no matter what your budget is.
If you need a professional writer for your business, contact me at firstname.lastname@example.org to get started. I have a laundry list of business clients just like you who can attest to the quality and effectiveness of my work.
I have built-in links on high-profile sites like Cracked, HuffPost, Forbes, Fast Company, Paste Magazine, and more. Everything I post is guaranteed to be seen by search engines and RSS feeds. My outreach includes social platforms and sites like Medium, Steemit, and WordPress. I get into all the communities and forums, and I built a network that took nearly a decade.
I can put that effort to work for your brand or business through blogging.