Your blog turns your ideas into commitment-free information and entertainment for your website visitors. Properly managed, blog posts can drive a return on investment (ROI) of long-lasting impact and serve as a permanent asset for your business. That’s why a professional blog writer, or blogger, makes for a good investment.
Blogs make up one of the most important elements of effective inbound marketing:
- According to the inbound marketing experts at Tech Client, “You have a 434% higher chance of being ranked highly on search engines if you feature a blog as part of your website.
- Hubspot, in its 2018 State of Inbound Report, noted that “Businesses using blogs as part of their content marketing mix get 67% more leads than those who don’t.
Before investing in a blog post or a series of posts, it’s important to understand the cost of the post, relative to the ROI you can expect from it. Here is a brief explanation of the sort of ROI you can expect from a blog post and the initial investment cost associated with generating the copy.
What Sort of ROI Can You Expect from a Blog Post?
Calculating the ROI of an individual blog post can be difficult because the post, unlike a paid ad or sponsored post, lasts indefinitely … as long as your blog exists. It never goes away, and, as long as it contains evergreen content, it keeps on working unless you remove it from your website.
In addition, the success of blog posts varies a great deal. While some posts may move thousands of site visitors through your sales funnel, others may never receive a single visitor. To ensure an acceptable ROI, you need to make sure that you post quality content that attracts search engines and grabs the attention of internet users.
The most readily available measure of a blog post’s potential ROI, unless you have already set up link tracking through each of your sales funnels, comes from the market valuation of sponsored posts. How much do the market makers charge businesses like yours for a sponsored post?
A Blog’s Monthly ROI
- monthly revenue (r) = $6,840
- investment (i) = $2448
- profit = r – i = $6,840 – $2,448 = $4,392
- ROI = $4,392/$2,448
- = 179%
Of course, Baer’s scenario involves hypothetical numbers, but, when comparing his investment price to prices listed on pages offering such services and my own prices, they were not too far off.
How Much Does a Blog Post Cost?
I generally recommend that new clients begin with a single post so that we get a feel for how we will work together:
- Post copy generally runs about $1.00 (USD) per word.
- For a typical blog post of 800 – 1,200 words, you can figure a base cost of $800 – $1,200.
Tables, graphs, photos, and other images have additional costs, depending upon the type of image and the source. I provide images of the type that you see on my website and blog.
What Do Accompanying Images Cost?
- unaltered copyright-free images at $10 each
- unaltered stock photos from Shutterstock at $25 each
- custom images at a negotiable price
If you like my work and want to move on to a 28- or 56-week blogging package, I can provide a bulk discount. We can either work out a retainer agreement or a per-piece cost.
Should You Invest in Just a Post?
Investing in a blog post without considering your overall blog content is kind of like shopping for spices for your annual bake-off sale without knowing what you’re going to cook. Suppose that you choose oregano, rosemary, tarragon, and basil and then find out that your chef bought ingredients for pumpkin pie.
You’ll need to make a second trip to the store for cinnamon, nutmeg, ginger, and allspice. That second trip cuts into your margin, and maybe you’ll even take a loss on this year’s bake-off because you spent too much time and money on shopping.
The best way to turn a profit on your blog (or your bake-off sale) is to meet with your team and …
- review goals,
- inventory existing assets,
- make a list of what’s missing … analyze gaps, and
- then start obtaining the missing assets to fill in the gaps
That’s why I suggest conducting a content audit early on when putting together a new blog or cranking up an existing one. A content audit helps your business team understand what assets already exist on your website and generates a list of ideas for filling in any gaps in your marketing assets.
Your business blog gets your ideas in front of prospects and customers, helping them understand and trust your brand, services, and products. Blog post investment cost, compared to their long term potential for revenue, makes them an excellent option to drive a return on investment (ROI). A professional blog writer, or blogger, makes for a good investment makes a great investment because it lets you and your team focus on running the business while your marketing assets grow.