By maintaining a frequently updated blog, email service provider Delivra has managed to drive more traffic to its website and increase visitor dwell time, MarketingSherpa reports.

By maintaining a frequently updated blog, email service provider Delivra has managed to drive more traffic to its website and increase visitor dwell time, MarketingSherpa reports.

Since launching the company blog, Delivra has managed to boost traffic fourfold, with the blog becoming the main entry point for visitors. Additionally, guests stay three to four times longer to read content published in the blog and click through the links posted on the website.

Content marketing across channels is helping the company add variety to its traffic sources. The company used to see a lot of direct traffic to its website but Carissa Newton, marketing director at Delivra, told MarketingSherpa, “With social media and blogging, it's kind of changing that dynamic.”

The company's blog has also improved its search engine rankings. By publishing keyword-optimized blogs, Delivra has jumped more than 20 pages for relevant search terms, such as “email marketing,” which has helped drive 70 percent more leads.

Blogs are increasingly becoming influential research tools for consumers, with many basing their purchase decisions on this content. Brafton reported in that more than half of online Americans (51 percent) read blogs on a monthly basis in 2010, and that number is expected to jump to 60 percent by 2014. Content marketing tactics should develop accordingly.