And they cure the common cold, too! ;-) Well, okay, the evidence is still sketchy on that one.
But Internet Retailer calls blogging a Marketing Geyser. The article features SEO expert Steve Spencer and the title refers to his contribution to the Mentos/Diet Coke video phenomenon on YouTube (I've mentioned the famous EepyBird version in my Blyopia posts).
But WAIT!!! There's more!
Steve has posted the interview transcript behind the article on his own Stephan Spencer's Scatterings blog. He offers excellent tips on the benefits of blogging, how to do it right, what to avoid, and an example of "clueless" blogging. But the reality-check part is in his advice on the investment of time and money needed to get the ROI we've talked about so often.
As to time, Steve suggests 1-2 hours per workday (5-10 hours per week) spent on writing in your blog and an equal time spent visiting and commenting on others' blogs. How many of our clients have heard me harp on that second part?
On the dollars-and-cents investment, here's the "money quote" as Dennis Kennedy likes to call them:
Developing your blog strategy should probably involve a blog consultant and will likely run in the $5,000 to $15,000 price range. Don’t skimp on the blog strategy: as much time and energy should be put into that as any offline marketing strategy (emphasis added). The initial web development and search engine optimization can run in the $10,000-and-up price range.
I’d also suggest hiring a blog consultant on a retainer basis, to help guide you through that crucial first year of blogging. That can cost anywhere from $1000 to $5000 per month.
(Note: I swear we did not pay Steve to say that.)