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By the Numbers: 16 Stats That Highlight the Benefits of Business Blogging

Blogging. It’s something that a growing number of businesses are doing, but that many aren’t paying as much attention to as they should. While having a link to a blog is standard procedure for most company websites these days, the fact is that when you go to check it out you often wind up disappointed. That’s because it’s not uncommon to discover that the company’s blog hasn’t been updated in weeks, months, or in some cases even years. Once you’ve determined that a blog is being neglected, you don’t often have much reason to go back.


While most marketers understand that blogs are important — they’re the third most influential digital resource when it comes to making purchasing decisions and the fifth most trusted source of information online — we don’t always give them the attention they deserve. That’s a problem because it means that many companies are missing out on opportunities to connect with their target audiences, drive traffic to their website, build authority, and convert their website traffic into leads.

To help make the point, I recently spent some time looking for stats about the benefits of business blogging. Here are 12 of the most compelling ones that I found, which I’ve organized into a few broad categories:
 

Greater discoverability

  1. Companies with active blogs generate 97% more links to their websites and their pages get indexed 434% more often (Source)

  2. 95% of business with a blog report higher search ranks (Source)
     

Increased website traffic

  1. The average company that blogs generates 55% more website visitors (Source)

  2. Once you have written between 24 and 51 posts, your blog traffic generation can grow by a much as 30% (Source)

  3. Businesses that blog more than 20 times per month month get  5x more traffic than those who blog less than 4 times per month (Source)
     

More leads, higher customer acquisition

  1. B2B marketers who use blogs generate 67% more leads than those who don’t (Source)

  2. Small businesses with blogs generate 126 percent more leads than those without a blog (Source)

  3. Brands that create 15 blog posts per month average 1,200 new leads per month (Source)

  4. 57% of marketers believe that they have gained customers just by blogging (Source)
    More than half of the brands that blog just once a month earn a new customer thanks to their content marketing efforts (Source)

Greater savings, greater ROI

  1. Inbound marketing, of which blogging is a crucial part, costs 62% less per lead than outbound marketing (Source)

  2. Companies that blog are 13x more likely to generate a positive marketing ROI (Source)
     

If those stats about the benefits of blogging don’t convince you, then here are four more about the behaviors of your target audience that might help get you over the line:

  1. 46% of people online read blogs at least once a day (Source

  2. 23% of top executive say that they read blogs regularly (Source)

  3. 70% of customers say that blogs influence what they buy (Source

  4. 61% of US online consumers have made a purchase based on recommendations from a blog (Source)
     

To blog or not to blog?

Blogging should be a no-brainer and something that every company does. It’s a relatively easy and cost-effective way of expanding your brand reach, getting in front of prospects and customers, sharing important information, and ultimately driving sales. The key to doing it well is making sure that you’re blogging about useful things that provide value to your target audience and that you’re doing so on a consistent and ongoing basis. Remember, content marketing is a marathon, not a sprint.

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