Tracking the elusive ROI of blogging

The payoffs of blogging may not be apparent at the beginning, but keep at it long enough and your blog will become a gateway to new business.

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There was no such thing as blogs written about blogging. No such thing as FeedBlitz or email subscriptions. No such thing as social share buttons or Livefyre. Nowhere to go for blogging inspiration.

It was just a blank screen, some incomplete thoughts, and a publish button. (At least for us it was.)

Fast-forward four years when we actually put some goals in place for Spin Sucks, and it was things such as, “Increase visitors by 36 percent,” and, “Add one guest blogger every day.” What we were missing, though, was the ROI of blogging, in terms of getting clients from all the work we were doing.

Tom Elgar, CEO of passle, recently wrote a blog post called “The Unremarked Death of Another Business Blog.” In it, he describes how difficult it is to not only start and maintain a blog, but to keep it alive, and how to show an ROI of blogging.

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