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I’m a competitive person by nature, and therefore online stalk the living sh*t out of Blue Corona’s competitors and our clients’ competitors. I know I’m not the only one who’s like this either—there’s a reason why our free competitor website analysis is so damn popular.
To keep a close watch on our competitors, I often subscribe to their email newsletters. This morning, one of the newsletters had an article about the REAL cost of a blog post.
According to the article, when everything is said and done, the average blog post takes 2.5 hours to write and costs $900. What’s worse, the article says, is that 80% of total traffic is driven by 20% of the content—with companies on average wasting $27-80K a year on underperforming content.
As Blue Corona’s content marketing manager, I’ve written over 200 blog posts for Blue Corona and hundreds more for our clients. If I told you that every single one of them was a home run, I’d be a bigger liar than a kindergartner with a wet pair of overalls. But here’s why I don’t care:
Even if only 20% of my blogs produce leads, blogging/SEO still offers the lowest cost per lead out there.
The online marketing industry is a competitive one—basically anyone out there with a computer and a website can claim to be an “expert” and charge companies $900 for a blog post (like the goons above mentioned). When an industry is competitive, it can drive up the cost per lead on marketing avenues like Google AdWords.
But when our Director of Strategy and Analytics did a CPL analysis of our 2015 marketing campaigns, we found that the average CPL of an SEO/blog lead for Blue Corona is only $30. Considering the average lifetime value of a Blue Corona client (what can I say—people like us), that’s peanuts.
Not only does blogging/SEO offer us our lowest CPL of any of our marketing strategies, but it’s more than 30% cheaper than our second lowest CPL strategy and more than 80% cheaper than our overall average CPL.
Not all of your blog posts need to generate traffic and leads.
I don’t write all of my blog posts with lead generation in mind. While that is the goal with a lot of my content, I write some of our content to showcase our industry authority (and hopefully pick up some high quality backlinks along the way). I also like to include a healthy dose of sales enablement pieces into my editorial calendar. And on the occasion, I’ll even slip in a post or two that showcases our company’s culture for recruitment purposes.
The point is, just because a post doesn’t contribute traffic or leads doesn’t mean it doesn’t have value!
A blog post you pay for this year can generate leads for years to come.
When you think about the cost of a blog post, remember that it’s not like the cost of a radio ad—where as soon as the ad is done running you stop getting leads. Blog posts have a lot more staying power than that. I to this day still get leads from blog posts me and my team wrote 2+ years ago.
At Blue Corona, you get a lot more than just a blog post for your $900.
So now that you know blogging is well worth the cost, I saved the best news for that—we don’t charge $900 a blog post! We offer affordable all-in-one digital marketing packages that include blogging but also include SEO, tracking & analytics, pay per click management, webmaster services, social media management, and more.
Each Blue Corona client also receives:
- A dedicated Account Manager, someone that understands business and online marketing, to be your guide
- Detailed monthly reports (you can actually understand) that connect online marketing performance to your bottom line
- A support team that includes an analyst, web designer/developer, and a dedicated professional copywriter
- Access to our proprietary analytics software (better data drives better results)
Want to learn more? Give us a call for a free marketing consultation. We’ll tell you if you’re paying too much for your blog posts!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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