We’ve been talking corporate blogging with almost every client and prospect for a while now. We’ve cited branding reasons and SEO reasons for blogging, among others. Sometimes it’s a hard sell. Companies not focused on web marketing find it difficult to justify budget spending in untested areas.

To start a blog, a company needs available resources: budget, employee(s), strategy, and promotions. How do you convince a company NOT blogging that it’s in their best interest to start? For internet marketing agencies like ours, it always helps when a study is announced that supports your recommendations.

HubSpot posted an article last week citing a  study showing that companies who blog draw a whopping 55% more website visitors than companies who don’t blog. 55 PERCENT! On top of traffic, companies who blog receive 97% inbound links from other sites, which translates into both referral traffic and increased search engine rankings.

Before you take this data and run off to the CMO to insist on a company blog, keep in mind these essential points:

1. A boring company blog won’t be linked to or visited by many people.

2. A poorly designed blog will be irritating to look at and will drive people away.

3. What works in one industry may not work in yours. Know who your target audience is and write what they will find valuable.

4. Blogging is a REAL strategy for branding, SEO, and customer relationship management.

5. The right blogging platform and tools can make blogging so much easier.

Still not enough to sell your boss on a company blog? Leave a comment below explaining your situation and we’ll help if we can.

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