A survey of marketers found companies that blog are 13x more likely to see ROI than their competitors.

There’s a reason why content marketing and corporate blogging are top tactics for brands – these approaches make them more successful. According to this year’s State of Inbound Marketing Report from HubSpot, marketers who blog are 13 times more likely to see a return on investment than those who don’t create content.

Why are companies more inclined to succeed when they publish blog content? Because information is powerful, especially in today’s’ digital landscape.

People are looking for information online and the marketers who are there with the right answers get more attention, clicks and leads than their competitors. If consumers are looking for a new product or service (it applies just as much to a winter jacket as it does an enterprise-wide software solution), the web is the first place they’re going to check for answers about specs:

  • Does a certain product meet all the criteria?
  • Is it available at the right price point?
  • How soon can it be acquired?

Companies with blogs have the opportunity to answer these questions firsthand. On top of that, they can give prospective buyers a sense of their brand identity and values. Check out these two examples of businesses that are using blogs to tell stories they know their customers care about. It’s a strategy that helps brands stand out from the competition and achieve their most important business goals.

For more information about how businesses use blogs to generate ROI, here are some related resources:

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.