Blog marketing is paying off for one tourism site, with blog content driving considerable traffic for the brand.

Blog marketing is expected to surge in the coming years, with Brafton reporting that 43 percent of companies will use blogs for marketing purposes by 2012. It seems the practice is already paying off for one tourism site, with blog content driving considerable traffic for the brand.

The Louisiana Tourism Coastal Coalition struggled to bring in tourists following the BP oil spill back in April of 2010. The company turned to internet marketing to boost business, and it found that blog marketing was key to generating interest.

The company's blog covers tips on activities that might be appealing to visitors to the Louisiana area – from bird watching to fishing (which it assures readers is a safe activity in spite of the oil disaster). The articles are often timely, corresponding with news developments related to the region or seasonal activities.

As a result of revamped blog marketing efforts, traffic to the company's blog surpassed traffic to the main company website last month. The company also engages this traffic by offering visitors access to email newsletters and social sharing options to further promote Louisiana tourism.

Marketers across industries may find that informational articles help them connect with consumers. In fact, as Brafton recently reported, 61 percent of consumers say they feel better about brands that offer custom content, and this makes them more likely to make purchases with these companies.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.