The ROI of blogging : Do you have valuable content?

Blogging has been around forever in internet years, at least. It’s one of the oldest digital marketing tools out there. And yet, in 2025, it’s still going strong and still delivering results.

With SEO-friendly CMS tools like InBlog, it’s now easier than ever for B2B companies to launch and scale high-performing blog strategies.

So… is blogging dead?
Absolutely not. If anything, it’s evolved. Done right, blogging brings in consistent value, both in numbers and in brand impact.

Let’s break down how and why blogging still works, and why it’s worth the investment.

First, what is ROI ?

Before we go deeper, let’s define ROI, Return on Investment.
It’s basically what you get back compared to what you put in. In the blogging world, ROI doesn’t just mean revenue (though that’s part of it). It also includes visibility, credibility, trust, and long-term growth.

A blog post might not bring in a sale tomorrow but over time, it helps build a foundation that keeps working for you. Think of it as a smart, long-term investment.

Also, understanding what a good ROI looks like—and how to measure it is important for making informed business decisions.

Why blogging still works

Let’s talk data. Blogging is far from outdated. It actually plays a huge role in a business’s digital footprint.

• Companies that blog see 67% more leads than those that don’t.

• Websites with blogs have almost twice as many backlinks, which boosts their authority in Google’s eyes.

• They get 55% more traffic compared to sites without a blog.

• And here’s the kicker: 70% of people say they’d rather learn about a business from a blog article than from a traditional ad.

So, if you’re ignoring blogging in your strategy, you’re leaving opportunities on the table.

And it’s not just theory, brands like HubSpot, Monday.com, and Buffer have built entire growth engines on the back of helpful, well-written blog content. They didn’t just sell, they educated, shared, and earned trust. That’s the power of content.

Also, knowing the latest blogging statistics can help you focus on what actually drives growth and make smarter content decisions in 2025.

The ROI of blogging: What you actually get

Blogging isn’t just about sharing thoughts, done right, it’s a long-term business asset. For a deeper dive into best practices, explore our full guide on everything you need to know about blog SEO.

Its return on investment (ROI) comes in two forms:

• Tangible ROI: measurable outcomes like traffic, leads, and revenue.

• Intangible ROI: brand authority, trust, and long-term SEO value.

Let’s break this down, with data, examples, and a practical way to calculate blogging ROI.

Tangible ROI: What you can measure

1.More traffic

Every blog post is a new opportunity to be discovered via search engines or social shares. According to HubSpot, companies that blog get 55% more website visitors than those that don’t.

Example of Sensei by Automattic company: By publishing four blog posts per month targeting relevant keywords, Sensei achieved a 100.75% increase in organic traffic over six months. ​

2.More leads

Educational content helps you attract people who are already searching for answers. When paired with lead magnets (like eBooks or newsletters), blog posts become top-of-funnel lead generators.

Example of LeadGenApp.io's client: A B2B research company with over 4,000 monthly website visitors implemented lead capture forms offering free research papers within their top-performing blog posts. This strategy resulted in capturing nearly 2,000 leads, achieving a 9.8% conversion rate from their organic blog traffic.

3.More sales

Blogs can directly contribute to revenue when aligned with customer intent. Using clear calls-to-action (CTAs), you can guide readers toward demo sign-ups, product pages, or consultations.

According to OptIn Monster, marketers who prioritize blogging are 13x more likely to have a positive ROI on their efforts.

Intangible ROI: What builds long-term brand value

1.Brand authority

When you regularly publish insightful, well-researched content, people start seeing you as an expert in your field.

2.Trust

Sharing useful info without constantly selling creates goodwill. People trust businesses that educate before they pitch.

Stat: 68.5% of people say that blogs make a website more trustworthy.
— Viralsolutions

3.SEO gains

Search engines reward consistent, relevant content. Blogging fuels long-tail keyword rankings, internal linking, and domain authority, key for SEO growth.

Also, internal links, slugs, and site structure is an important part, learn "How many internal links per page is optimal".

4.Customer loyalty

When your content helps someone once, they’re more likely to return. Blogging fosters connection and return visits often lead to brand loyalty.

How to calculate the ROI of blogging

Figuring out the return on investment from your blog can feel a bit tricky sometimes. There’s a lot going on: SEO, social shares, email signups, all that good stuff. But at the end of the day, if you’re blogging for your business, you want to know one thing:

Is it making me money?

That’s what ROI is all about. Not “Return on influence” or “Return on engagement”. It’s about the actual return you're getting from the time or money you’re putting into your blog.

Now, to keep things super clear, there are three main things you should pay attention to:

1. Traffic

2. Leads

3. Sales

Why these three? Simple. They’re the things that eventually lead to cash in your pocket.

1. Traffic – more visitors = More potential

Posting consistently on your blog can seriously boost your website traffic. And traffic isn’t just a vanity metric. If you were to pay for those visitors through ads (like Google Ads), you’d be shelling out real money.

Here’s a simplified formula:

Blog ROI (%) = (Blogging Revenue – Blogging Costs) / Blogging Costs × 100

Example ROI Calculation:

• Monthly blog cost: $2,000

• Revenue from blog leads: $8,000

• ROI = ($8,000 - $2,000) / $2,000 × 100 = 300%

Let’s say your blog brings in 3,000 visits a week. If each click costs about $0.10 through ads, that traffic is worth $300/week.

Now, say you’re outsourcing your blog content for $250/week (5 posts at $50 each), then your traffic ROI looks like this:

ROI = (300 - 250) / 250 x 100 = 20%

So, just from the traffic alone, you’re already seeing a return.

2. Leads : Turning visitors into potential customers

Okay, so now imagine 5% of those 3,000 visitors fill out a form to get a freebie or sign up for a newsletter, that’s 150 leads per week.

If each lead is worth $5 to your business (based on what you'd pay to get a similar lead elsewhere), then:

150 leads x $5 = $750 in value

Now let’s plug that into the ROI formula:

ROI = (750 - 250) / 250 x 100 = 200%

That’s a pretty sweet deal. Your $250 investment brought back 3x its value, just in leads.

3. Sales : The ultimate goal

Let’s take it a step further. If 15 people out of those 3,000 visitors actually buy something or sign up for a paid service, and each sale is worth $100 in profit, then:

15 sales x $100 = $1,500 in value

And now...

ROI = (1500 - 250) / 250 x 100 = 500%

That means you’re making 5 times what you’re spending.

Bonus wins that are harder to measure

Besides the numbers, blogging brings you a bunch of other perks too:

• Better Google rankings

• More backlinks and mentions

• New partnerships and collaborations

• Networking opportunities

• Building your brand and credibility

• Getting guest writers or contributors

• Attracting talent to your team

Final thoughts :

Today, it’s not just about posting thoughts; it’s about creating strategic, data-driven content that builds trust, attracts the right audience, and delivers real ROI, both in clicks and credibility.

Whether you’re after traffic, leads, or long-term brand equity, blogging remains one of the most cost-effective and impactful tools in the digital marketing toolkit. When done right, it’s not a cost, it’s an investment that keeps paying off.

So no, blogging isn’t over. It’s just getting started again.

And selecting the right blogging platform and CMS can make a big difference. If you’re choosing tools, here are the "15 Best Blogging Platforms in 2025" to help you.

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