You've heard it before - blogging is good for SEO! In fact, you've probably heard this more than once from marketing pros, agencies, business pros, and even directly from Google.
While there are many factors that contribute to your rankings in search engines for various relevant search terms, quality content is one of the big ones. Because of this, many organizations are (rightfully) investing in blogging and other forms of content in order to give them some SEO benefits.
Some are writing in-house or hiring marketing help internally to create content. The choice to hire in-house or outsource your marketing is dependent on many factors but some organizations are very successfully going this route.
Others are outsourcing part or all of their Inbound Marketing program to an agency. This can free up your team to focus on the business while your agency takes care of your marketing. A primary component of most Inbound Marketing programs is a blogging strategy. A good program will include articles written with SEO and buyer personas in mind. These blog posts help your website rank higher for specific search terms and topics that align with your business. This is where good keyword research becomes important.
However, Inbound Marketing is expensive (until it becomes free). Because of this (especially at first), many people look at it and start to question what's going on. This leads to one of the most common concerns we see: "it sounds like I'm paying $5,000/month for blog posts!"
Aside from the fact that there is a lot more going on behind the scenes than just blog posts, let's unpack it a bit.