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You are here: Home / Archives for All Posts / Blogging / Blog ROI

Blog ROI

September 1, 2021 By Erik Deckers

Understand Your Content Marketing ROI

I was asked recently about content marketing ROI, specifically around blogging and email marketing. I’m a big believer in the importance of content marketing over other forms of marketing (since I’m a professional content marketer), and I like to sing the praises of business blogging services and email marketing.

When I was trying to explain content marketing ROI, I only had a couple personal case studies to draw on, but they’re outliers. (More on them in a minute.) Instead, I pulled up statistics from several other content marketing and digital marketing sources.

  • Blog posts are statistically the most effective tool for building brand awareness, with 31% of B2B companies listing short articles as the highest-performing content in this respect (Content Marketing Institute)
  • B2B companies who blog consistently receive 67% more monthly leads than companies who don’t blog regularly (Demand Metric)
  • 78% of marketers have seen an increase in email engagement over the last 12 months (Hubspot)
  • 47% of B2B buyers consumed 3-5 pieces of content from a company before engaging with one of their sales reps (Demand Gen Report)
  • 95% of the B2B service and product buyers admit that they view content as a trustworthy marker when evaluating a business (Demand Gen Report)
  • 71% in the B2B industry review an organization’s blog during their buyer’s journey (Demand Gen Report)
  • On average, a company’s blog produces 67% more leads per month. (Demand Metric)
  • Costs 62% less than traditional marketing, generates 3x more leads (Demand Metric)
  • The return on investment for email marketing in 2018 stood at $42, which is an increase of $10 from the DMA’s previous report. (Direct Marketing Association UK)
  • The ROI for manufacturing can reach 1,372% (FrontPageSage’s own customer research)

“What’s YOUR Content Marketing ROI?”

I’m sometimes asked about my own content marketing ROI. That’s a little harder since I’m an outsourced vendor, and most companies won’t share their internal sales data with me. But I have a couple.

“Do you at least have a range or an estimate?” they’ll ask. I tell them this:

“In the early days of this agency, we worked with a construction equipment manufacturer that made $200 million per year in gross revenue. He was Internet-savvy and tracked the hell out of everything. He found that he got a 6% bump in his total sales as a direct result of our blogging services. That worked out to another $1 million per month in increased revenue.

“About the same time, we worked with a mystery shopping agency with two full-time employees and two part-timers. Their total sales were roughly $750,000 per year. After three years of writing 8 blog articles per month, they had tripled their business three times and grew to 27 full-time employees. They also landed a million-dollar contract for a national wireless company during our first year with them.

“So, our range of improvement can be anywhere from 6% to 900%.”

Of course, this is a bit frustrating since it’s a broad range, but I use it as an example to illustrate a few important points:

  • Your content marketing ROI is only as good as your actual content.
  • Quality rules over quantity, but you should still blog at least once a week. Don’t forsake consistency either.
  • There are a high number of variables that affect your content marketing ROI, anything from your field, your content, your competition, and how much Google updates its algorithms.
  • High-quality written content will always outperform mediocre content. Always.
  • A variety of content formats will outperform a single format. In other words, don’t put all your eggs in one basket.
  • On the other hand, don’t rely solely on video. At this point of SEO development, videos help SEO, but not in the same way that written content does. Google still relies heavily on written content.

What about email marketing?

Email marketing has a number of different benefits — too many for me to go into here, but I can say this. Email marketing is a great marketing method because it’s the only one where potential customers have said, “Yes, I’d like to hear from you later. Here’s how you can reach me.”

  • The problem is, most email marketers abuse it by sharing poorly-written and created content. If you want high engagement, send out interesting stuff.
  • Some email marketers send too many messages. (I just unsubscribed from a new newsletter after getting four emails in four days. I don’t have time for that!)
  • This is the place to customize content. Segment your subscribers into different groups and offer them different content options. Bookriot.com has almost a couple dozen email newsletters each about different book genres, giveaways, and contests. This way, you’re not given one single email that appeals to everyone. I get only one email per week about the books I would want, and nothing about the books I don’t.
  • Your email list is all yours. If they wanted to, Twitter and Facebook could wipe out all your followers and fans. You can’t export that list or use it somewhere else. You can’t switch social networks and take all those followers and fans with you. But your email list is worth its weight in Bitcoin!

Your content marketing ROI is going to be a lot higher and easier to measure and manage than traditional marketing or even social media marketing. It can also give online advertising a run for its money because content marketing reaches people when they have a question or an interest. They’re thinking about buying, so they do a Google search to start their buying journey. If your blog content shows up on the Google search, then you’re in the hunt!

But if not, then you may have a problem.

Photo credit: 12571684 (Pixabay, Creative Commons 0)

Filed Under: Blog ROI, Blogging, Content Marketing, Marketing Tagged With: content marketing, content marketing ROI, Social Media

March 17, 2015 By Erik Deckers

How to Get Discovered by Brands (GUEST POST)

This is a guest post written by Tamar Weinberg, VP of Customer Success of influencer marketing platform The Shelf, a tool that ensures that brands connect with the most relevant influencers. The Shelf’s technology includes patent pending brand and ecommerce indicators.

Are you a blogger looking to be discovered by a brand for collaboration opportunities? We totally understand the challenges you’re facing.

I’ve worked with a sizable number of bloggers in the past, having written a book on social media marketing with an entire chapter dedicated to blogging. Many people start their blog and come to me immediately after two or three posts, thinking that money and recognition will come immediately.

It won’t.

There are over 200 million blogs—and that’s just one platform. However, even though the space is extremely competitive, there’s a lot of noise and not enough signal. For you as a blogger, that’s a great thing. Discovery will take time but it is doable.

My key piece of advice for all people trying to start a blog: keep at it. Work really hard and post consistently.

But more so, network! Let other people discover you by engaging on their content. And above all, keep your attitude positive and your head held up high. These days, engagement on blog posts is low. Blogs in 2015 don’t get as many comments as blogs in 2010. However, as you keep up on blogging, your social proof as a personal brand will go up. Your Twitter follower numbers will rise. Your Facebook Likes will increase. You will be recognized by people who will be interested in who you are and what you do.

Now you have an established following and brands are taking notice. A few have reached out to you and want to work with you–but you may want to work with others. One of the biggest challenges you will have is how to effectively pitch and collaborate with brands. I totally recommend making the first move.

As long as you have the social proof, you’re in a position to effectively pitch and build upon these brand relationships that benefit both you and your brand. Here’s how we suggest that you build the relationships:

Do Your Research

Look at what other bloggers in your niche are covering. Are they working with other brands that may be interested in your audience as well? If so, take a look at how they’re collaborating with these other brands and feel them out. Was it a giveaway? Affiliate offer? Sponsored post? Once you have a solid understanding of what type of collaboration they are working with, you’ll have a solid foundation for formulating your pitch.

Take a look into the brand’s marketing initiatives. Are they working on any existing campaigns it may be helpful to align with? It may help to check out the brand’s social media channels where you may find promotional materials that help you learn about current campaigns that are worth participating in.

Develop Your Pitch

On top of your research, you may already have a few brands in mind that you want to work with. They could be products/services that totally jive with your audience and your interest level. By now, with both of these, you should have a pretty solid understanding of the types of collaborations that have been done before with the brand and other bloggers, if at all. (And if not, just make the first move and ask!)

Why does your blog align so well with their brand personality? It’s helpful to communicate this particular point in your pitch. To stand above the crowd, you may wish to get creative and offer some other ideas on other types of collaborations.

After you’ve jotted down your thoughts, create the pitch: include a short overview of who you are, how the campaign benefits the brand, and any deliverables you’ll give them. Make your email short and sweet, and if you’d like, include a media kit so that the brand knows about your audience, your social followings, and your positioning in the marketplace.

Be in constant contact

Assuming your pitch is good, those brands should be able to get in touch with you quickly. If they schedule a meeting or phone call to discuss the scope of the project further, take it. Be open to hearing as much as possible from them so that you fully understand their objectives so you know exactly what they’d expect from you and how you could realistically help them. By having this meeting, you should be able to get all the information you need to craft a formal proposal with requested compensation.

If they didn’t get back to you, try again. I hate to say how many times I’ve dealt with people who are good people but are just bad at responding to emails. Maybe they were reading your initial contact while under the covers at 11pm. Maybe they were in a meeting. (Maybe they suck.) But don’t be afraid to try again and be politely persistent until they respond. In fact, if you’re passionate about them, show them you’re already engaged with the content. Feature their brand in an article. Tag them on social media. Engage with their posts and show them your love of the product.

And if you’re already in communications with them, that’s a tipping point! Your blog has now become a professional medium, and it is important to be professional with your communications with these brands to keep these collaborations coming. This is the best step toward a long term relationship that benefits everyone and puts you in a great light.

Initially, it will feel like quite an intimidating process to be involved in this next step with brands. But at the end of the day, the brand gets visibility and you get some benefit through product, payment, and affiliation as well. After all, you’re an influencer. It would be silly not to interact with people who had the If you don’t have the courage to reach out, the opportunity may never present itself.

Filed Under: Blog ROI, Blog Writing, Blogging, Content Marketing, Marketing, Networking, Personal Branding Tagged With: blog writing, content marketing, guest post, Social Media

December 15, 2014 By Erik Deckers

Blogging and eCommerce: Guest Post by Lloyds of Indiana

My partner, Paul Lorinczi, left Professional Blog Service in 2013 and went to work for Lloyds of Indiana, a former client of ours. I’m pleased to be able to share this guest post written by Garry Jones, owner of Lloyds.

Years ago, Professional Blog Service came to us and suggested we start blogging to support our eCommerce site. We are an online retailer of Print Finish Equipment. We supply print shops and small offices with things like binding machines, binding supplies, laminators, laminating supplies and some larger equipment like uv coating machines and the uv coating fluids that go with them. It’s pretty boring stuff, yet highly technical. We were skeptical like most people. You would not think that blogging would be worth doing, but it ends up being a primary driver of traffic.

Professional Blog Service set us up with the Print Finish Blog. It was one of the best things we ever did. The Print Finish Blog is one of the biggest referrers of traffic to our eCommerce site. We offer tips on servicing laminating machines, how to best manage your uv coating machine, what uv coating fluid works best. We try to help people assess the cost of operating certain machines and their economic benefits for automating. See, many buyers are looking for in-depth knowledge of how their purchase could benefit or not benefit their business. Bombarding people with marketing material only will not help them in the end.

So, what is the benefit? The majority of traffic to the Print Finish Blog is through organic traffic. Since, people searching are using long tail keywords, the blog content gets good positioning in the search engines. While most of the content is non-marketing, the blog does provide links to the lloydsofindiana.com website. So, on average, we can get 25% of our traffic referred from our blog properties in addition to organic traffic. Often times, those blog visitors end up becoming customers. They tend to be buyers. The one constant that is true today as it was 10 years ago, buyers use keyword phrases, shoppers use keywords.

The Print Finish Blog has been good for business. Blogging for eCommerce can help find those buyers out there. It pays to become an authority in your space. Professional Blog Service helped us see the light years ago and it has paid off.

Filed Under: Blog ROI, Blogging, Blogging Services, Content Marketing, Marketing Tagged With: blog writing, content marketing

October 5, 2011 By Erik Deckers

Who Should Sponsor Your Blog?

Should you have a sponsor for your blog? Is it worth the effort? Or are you selling out your soul by accepting filthy lucre for a company to have a say in your blog’s content and tone? And which company’s filthy lucre should you pursue?

(Yes, yes, not really, and it depends.)

I’ve been DMing with Mark Eveleigh, a first-class travel writer, book author, and photographer who takes some gorgeous photos of those places you’re never going to see before you die, about whether he should blog (he should) and if he could get a sponsor (he could). He also owns a freelance photography assignment agency where several other outstanding outdoor photographers are available for hire.

Mark Eveleigh. Petty jealousy and raging insecurity make me want to not help him. A guilty conscience makes me do it anyway.

Mark has an interesting situation, because a sponsorship for his personal branding blog makes a lot of sense. As I see it, he would appeal two basic categories of readers: travel enthusiasts and photography enthusiasts.

The experience levels in these two categories may range from “I wish I could do that” to the serious amateur to the consummate professional. And because Mark is a specialized travel writer and photographer — trips to remote locations to take beautiful pictures — he is most likely attracting readers who want to do similar activities, or at least learn more about it.

Why Sponsor a Blog?

Travel writers have a special niche that can appeal to a wide range of readers — from people who like to travel to people who like to read about travel — who have self-identified as loyalists and users of a particular special interest. That’s a valuable niche for marketers to tap into. Anyone who sells products to travel fans should take advantage of sponsorship opportunities.

So who should sponsor Mark’s blog?

If he wants to appeal to the travel readers, he should talk to large travel agents that specialize in adventure travel, airlines that travel to out of the way locations (think Brazil, Thailand, South Africa), adventure travel gear manufacturers, and publishers of travel guides for the adrenaline-addicted.

On the photography side of thing, he should reach out to makers and online dealers of high-end camera equipment, camera bags, and other photography-related businesses.

(Frankly, Mark’s camera manufacturer, Nikon, should be begging him to throw their logo all over his blog, and include him in their ads.)

In exchange, Mark can write include basic mentions in an occasional article, review a sponsor’s service or product, and allow some ads on his site.

Sponsorship doesn’t always have to include money though. It can also include goods or services. For someone like Mark who travels constantly, it could be free flights for a year, or an expensive new lens to review and keep.

Prove Your Value First

Of course, pursuing sponsors also means being able to prove the value of the blog itself. It means knowing the number of readers, what their interests are, what kinds of influence they have, and even who they are.

Using tools like Google Analytics for web traffic (where they came from, what they read the most), Klout for influence (your readers’ and your own), and even what your network is interested in (using Twellow.com or Gist.com) can help bloggers show where their readers are coming from and what they’re interested in.

I think that as blogs grow in popularity and blog owners are able to show something newspapers have never been able to demonstrate — accurate and up-to-date reader stats — we’re going to start seeing more marketers get involved with real bloggers who can deliver on both great content and valuable readership.

Filed Under: Blog ROI, Blog Writing, Blogging, Blogging Services, Citizen Journalism, Marketing, Personal Branding, Social Media, Social Media Marketing, Social Networks, Twitter, Writing Tagged With: blog writing, business blogging, Klout, travel writing

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