Introduction
The timelessness of blogging
I get it. You know you should be blogging, but you’re unsure if it’s worthwhile. I can tell you it is, and there are plenty of stats that prove business blog ROI. Throughout this piece, I’ll share statistics that underscore the significant impact that consistently publishing strategic blog posts can have on a company’s marketing performance and overall business growth.
Before I move on to that, though, let me explain about evergreen content creation (content that stays relevant over time and continues attracting readers). Evergreen content is a term used by content marketers and content marketing teams for articles that can sit happily on your blog for the long run, still gain web traffic and remain relevant. Yes, it may need a tweak here and there as times move, but that’s all.
It’s better to have fewer relevant articles that connect with your audience and hit the ‘sweet spot’ than to have too many that provide less value. Less is always more especially with business blog ROI.
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"Companies with active blogs receive 55% more website visitors than those without"
CONTENT STRATEGY:
The Long Game – Blogging vs. Paid Marketing
If you want to get attention fast, PPC ads may be the way to go, but this type of marketing only delivers in the short term, and that’s if it delivers at all.
Like any marketing, PPC ads need testing and can take a lot of fine-tuning and effort to get right. You’re likely to burn through your budget quicker than you might think. And when you stop paying for ads, you know what happens…? You instantly stop getting results.
That’s not the case with blogging. You get consistent, organic traffic when you publish blogs regularly. And organic visitors are the best kind because they’re ‘high-intent’ and more likely to buy your product or service. It has so much value, and that’s why so many content marketers use it.
Here’s a figure that stands out: 84% of content marketers use blogging, according to stats shared by the Content Marketing Institute. Yes, they could just focus on landing pages or case studies. But they’ll also use a blog post as a versatile piece of content.
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"In fact, 70% of consumers prefer learning about a company through blog posts rather than traditional advertisements"
How a Single Blog Post Compounds Over Time
EXAMPLE: How One Fibreglass Swimming Pool Company Turned a Single Blog Post Into $6 Million in Sales
“Since the time this article was written on our site in 2009, it has made our company more than $6 million in additional sales-revenue we would not have had we been an ostrich with our heads in the sand. Think about that; $6 million in sales simply because we were willing to explain to prospective customers that the cost of a fibreglass swimming pool depends on several factors. Without exaggeration, this single article saved my business. It saved my home. It saved the homes of my two business partners. It also saved the jobs of all our employees”
– Marcus Sheridan – They Ask You Answer
Marcus Sheridan’s experience of business blog ROI serves as a compelling testament to this idea, demonstrating how one well-timed and well-crafted article can make a huge difference in a business’s success. Here’s how he describes the remarkable return on investment from a single blog post:
Evergreen content to the rescue
The evergreen content I talked about earlier has a compounding effect on your content marketing, bringing in leads long after you’ve published it. And the real beauty of blogging is the continual return on investment (ROI).
Blog content delivers value over time—starting slow, gaining momentum, and creating a domino effect. You know those moments when it’s like the stars have aligned and you’re holding all the right cards? Sure you do!
Only in terms of blogging, you’ll see things like:
- More organic (free) traffic.
- Backlinks (links from one website to another) are a valuable vote of confidence from other relevant websites.
- Increased leads, conversions and sales.
- Added domain authority (a score ranging from 1 to 100 developed by Moz) that predicts how well a website will rank on search engines.
- More engagement from social shares and reshares.
- Additional opportunities for internal links (hyperlinks that connect different pages within the same website for better structure and crawability) as you publish more blogs.
This is all the stuff that keeps Google happy.
Blogging benefits
But there are even more benefits, like:
- Seeing conversations from blog visitors and questions people ask (your comments section is a fantastic source for these)
- Higher search positions in Google.
- Hearing the words that your ideal client uses helps to better understand their problems.
- Gaining confidence as you get used to talking about what you provide.
- Generating more ideas as you start to realise the potential of your offer.
- Long-term cost efficiency vs. other marketing methods.
- Time saving: Your blogs address common questions, so you don’t have to keep answering the same queries.
And if it’s a constant stream of leads you’re after, check out this stat:
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"brands with blogs produce an average of 67% more leads monthly than those that don't blog"
And the best thing? Blogging is accessible to everyone, making it an ideal base for your overall content marketing strategy.
Then the icing on the cake? That’s the growing passion when you know you can help so many people.
Initially, it may seem like business blog ROI is a slow process, but as content ranks in search engines, attracts backlinks, and gains organic traffic, the ROI significantly increases. Read about the 12 Benefits of Business Blogging in 2025 >
Blogging analogy
Think of BLOG CONTENT like solar panels
Here’s a comparison I like to make:
Purchasing solar panels and investing in SEO blogs require an upfront investment and specialist knowledge.
You might not see massive results overnight — but give it time, and the payoff can be huge.
☀️ Solar panels keep cutting your energy bills for years.
⚡ SEO keeps driving free, organic traffic to your website, leading to more leads and sales without ongoing ad spend.
The best part? Both continue to work long after the initial effort, delivering lasting returns.
CAPTION: Image of a back door to illustrate a subtle way to discover your blog
blog client case studies
Real-World Examples of Compounding Content
Some blogs continue to deliver long after you’ve published them. Here are some of the best examples.
CASE STUDY #1 NEW DAWN HEALTH
POST: Post-menopause symptoms age 60
My client, Dawn Rowland, wrote a blog for her niche audience: post menopausal women. Little did Dawn know that this single piece of content would hit the sweet spot and bring so much free traffic to her website.
Stats to Highlight:
This single blog post has generated:
- 947 clicks from Google search. This post continues to bring in free, consistent traffic without ongoing paid ads or constant updates.
- 34,840 impressions (times it appeared in search results). The high number of impressions proves it’s aligned with what people are actively searching for, suggesting it hits the “sweet spot” between audience interest and search intent.
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A Click-Through Rate (CTR) of 2.72%. The CTR of 2.72% is solid for a health and wellness topic, showing people trust the title and meta-description enough to click.
- An average position of 6.22 — means it’s ranking top of page one for relevant search queries, showing it’s well-optimised and seen regularly by searchers.
CASE STUDY #2 KAREN SUTTON WIDOW COACH
POST: Living with grief; 10 ways to get through the second year slump
My client, Karen Sutton, wrote a blog for her niche grieving widows. A year later, this post was refreshed with more detail. Here’s what happened next…
Stats to Highlight:
This single blog post has generated:
- Year #1 – 882 clicks from organic (free) search. A modest performance.
- Year #2 – 3,449 clicks (303% increase) from a simple strategic rewrite!
- Year #3 – 2,727 clicks. Gentle decline suggests it’s ready for a refresh.
- Strong engagement of 2-minutes on average. — suggests it is providing real value and holding attention, not passively skimming.
Case studIES summary
These real-life client examples are a perfect way to illustrate how one well-targeted, audience-relevant blog post can create a compounding return and deliver a higher return.
Over time, it keeps:
- Attracting new website traffic without extra effort, enabling you to reach potential customers.
- Building brand awareness.
- Feeding the top of your funnel, organically.
- Helping you show up as an authority in a niche topic through regular content creation.
The above results show a direct correlation between regular blogging and its positive effect on your business goals.
“…The biggest benefit of a blog is organic traffic. When you do it right, your blog brings in qualified prospects 24/7 without you lifting a finger.”
– Tim Soulo, Ahrefs
Other examples
High-profile companies that use blogging as part of their successful content marketing campaigns:
When you write a blog post that captivates an audience and drives repeat traffic, that’s when you know that your content marketing efforts are paying off.
Below, I’ve detailed some examples that show you the power of single pieces of content and what you can achieve.
Copyblogger – Magnetic Headlines
This blog post goes beyond the usual generic content and instead sets out a framework for writing the best possible headlines. It gives firm examples and, crucially, is written from experience.
It also provides timeless advice for compelling headlines that will remain relevant for content creators well into the future.
Personal finance never gets old, but there’s also a new way to present it. That’s what NerdWallet does so well. Yes, it mainly covers the fundamentals, but it meets readers where they are, and that’s why it works so well.
This step-by-step guide on creating a budget is a perennial favorite, ensuring visitors keep coming back.
Healthline – Benefits of Drinking Water
We all know the importance of staying hydrated and its multiple health benefits. This article brings it all together in a blog post that is relevant and valuable to a broad audience. For added authority, the article includes some stats and features seven evidence-based pointers.
Pat Flynn’s Smart Passive Income – How to Start a Podcast
Everyone is launching a podcast, but where do you start? That’s exactly what Pat Flynn’s blog post covers. It’s the perfect example of meeting clients’ search intent while delivering helpful content that never grows old.
maximise longevity
Refresh, Repurpose, Reuse
On their own, blogs are incredibly valuable content assets, and you don’t just have to take my word for it. Research shows:
- Videos: have you seen the ROI on video marketing? It’s extraordinary!
- Infographics and visuals to better illustrate your results.
- Newsletters and email marketing to inform your audience.
- Social posts to reach new prospects on your social media platforms and increase social media engagement
- Podcasts
- Guides and ebooks.
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"websites with active blogs have 434% more indexed pages and 97% more inbound links, enhancing search engine visibility"
Conclusion
The ROI You Can’t Afford to Ignore
If you’ve been ignoring blogging as an asset, then it’s time to stop. It’s a powerful tool that can increase your total revenue, give you a better ROI than other content formats, and get your website ranking higher in the search results.
Blogging has a low upfront cost, with a long-term payoff and offers scalability too. This is why top brands like NerdWallet and HubSpot use it. And that’s why you should be using it too.
Blog posts use a simple formula and it’s a tried and tested traditional marketing technique. All you need to do is publish fresh blogs on a regular basis, and you’ll start getting the traction and on your way to content marketing success.
The stats and examples in this piece show you that content marketing works, and blogging is an essential part of getting your name out there and achieving a good ROI for your efforts.
benefit from business blogging
Ready to invest in high-quality content? Then contact Engaging Content today. Lett’s book a discovery call to better understand your business, niche and the problems you solve to find your ‘sweet spot’ content.
