Yes, it’s a big investment in time and energy to write a blog, particularly if you follow conventional wisdom on the topic that says you should do it several times per week if you want to be successful in driving traffic to websites. If you are like many people, you can come up with reasons why blogging may seem an unreasonable proposition:
- It consumes time that should be put toward the execution of your business
- You have to pay a staff member to sit and write something
- The effects are not evident
- You feel embarrassed to admit to others in your business community that you are ‘a blogger’
The reality is that people who are truly interested in internet success understand the benefits of blogging when it comes to driving traffic to websites, and as a result, are reaping the reward.
What about PPC?
While it may seem easier to invest in Pay Per Click (PPC )as a solution, the problem is that results are only present as long as you keep feeding the meter. It’s like the difference between a motor boat and a sailboat: as long as you keep buying gas to put in your motorboat, it will move you from point to point, but as soon as you stop, so does the boat.
The sails on a sailboat are like the blogs on your site: once you put them up, you benefit from the power of the wind (internet traffic) as long as you leave them up. Note that unless everyone deserts the planet, there will always be internet traffic to power your blog – for free.
Long Term Effects
Not every blog is going to bring big returns in traffic, but the overall effect is additive in that the more you post, the more traffic you will get. Stronger posts help more than the weaker ones, but all of them help you in perpetuity as long as they remain relevant.
From an ROI perspective, what would your blogging efforts be worth if you were able to drive 50 visits per month to a particular blog post? Well, if you started a PPC campaign for the same keyword at say, $5.00 per click, it would cost you $250 per month or $3,000 per year. Presuming your blogs remain relevant, they will continue to work for you. Not a bad return for taking 30 minutes to write a blog post!
So, if you have a blog, keep writing and don’t stop – once you get in the swing of it, you’ll find it to be less of a chore, particulary if you keep in mind its potential to bring traffic to your site.
(image by AMcGill)