Is your company’s blog worth the time? According to HubSpot’s State of Inbound, almost 80% of companies that have a blog report a positive ROI. However, companies are unique and so the answer to this question will depend on a number of factors, including:
- Time spent to blog – I can usually research and write a blog for a client in 1-2 hours. My clients usually take 2-3 hours to write a blog
- Cost per hour to blog – Who is writing the blog and how much are you paying them per hour? Business owners who blog have a higher hourly cost than their employees or a freelancer writer
- Blog frequency – “82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly — which, by itself, is still an impressive result” (HubSpot State of Inbound, 2013)
- Technology costs – If your blog is already set up then technology probably won’t cost you anything, but if you want to include branded images with your blog then you may need the help of a graphic designer. Keep in mind that you need to have rights to any images you put up on your blog. I have a subscription to CanStock which makes it quite affordable for me to purchase image rights for blogging purposes
- Effectiveness – Like anything in life, blogging takes some practice. Although anyone can write, not everyone is a writer. Blogging effectively will improve your return on investment (ROI), which is why businesses turn to professional writers like myself for help.
Calculate Your Blog’s ROI
I am by no means a mathematician and my natural response to a set of numbers or an equation is to sigh or shudder. But, as a business owner I understand the importance of ensuring that there is a tangible ROI for the time spent on blogging or any other form of inbound marketing.
Jay Baer from Convince&Convert has an excellent Blog ROI calculator. I should clarify that it is a calculation and not a calculator which means you will have to do some manual math (it’s okay to ask your calculator for help). Don’t let the math deter you from finding out if you are earning a ROI on your blog. If you aren’t let me know and I can help you figure out how you can.