Opinions remain divided over whether to bother with a company blog. Some marketers consider it to be old hat believing there are faster ways to drive leads. Content marketers and SEO specialists largely believe you can’t do without one.
Marketers love to debate. But, that’s not helpful for business leaders making a decision about which marketing strategies are most effective for their business. It’s easy to get distracted by shiny new tools and strategies that promise results with less work when ultimately you want to drive sales leads.
Right now, in the marketing world, it’s all about the hard numbers – proving ROI beyond reasonable doubt. The blog doesn’t fit with this viewpoint. You can’t use sales conversion numbers to prove whether your blog is working because blogs rarely lead to a direct, attributable sale.