Convincing Your Boss to Budget for a Blog

workYou know having a blog is essential for your business. But your boss? Maybe not so much. Perhaps she’s focused instead on getting those big easy wins, or maybe she’s so old school she thinks blogging is nothing more than a way to give away precious company knowledge for free. Whatever her hesitations, it’s time to shake up that mentality, and the best way to do that is by knowing your stuff. I recommend starting first with a good guide to business blogging, finding a few key statistics, and developing a vacuum-tight pitch strategy. Here’s how to do just that.

1. General Content Marketing Stats

First, it’s important that your boss understands that blogging isn’t just some fun activity, but rather a crucial piece of a larger content marketing strategy. Things like a viral video, for instance, would be nice to have, but no content marketing strategy would be complete without a full suite of efforts to fall back on should one big bang strategy not go as expected.

Once this is clear, your boss may find a few general content marketing stats compelling:
• More than half of all internet users read blogs once a month or more.
• 78% of users conduct product research online (and one of the best ways to get found is by having a keyword rich content strategy).
• 33% of US consumers spend three or more hours online a day (and that’s growing with cloud use).
• Every stat listed here.

Blogging can help increase revenue, traffic and conversions, all while saving your company money along the way.

2. Demonstrate How a Blog Can Move Customers Through the Sales Funnel

Sure, your company has customers. But chances are a fair percentage are getting lost somewhere in that sales funnel. Before you present to your boss, take a look at the company website’s Google Analytics data, see where the stats waiver, and link those stats to blog-based solutions. You might look to see:
Where your traffic is coming from. If, for instance, your traffic is coming heavily from a niche site but not from a place like Facebook, you might make the case to your boss that your company lacks a more social and approachable face, thereby missing out on a dense social media customer base.
Returning users. Few repeat visits may mean visitors aren’t finding much more than the basics on your site. Blogs can help fix this by providing compelling content that will keep visitors around long enough to eventually make a conversion somewhere down the road.
Conversion rates. Even if you’ve got a lot of traffic and many return users, they don’t mean much if they’re not eventually becoming customers. Again, a low conversion rate can help you make the case to your boss that your web content just isn’t compelling.

3. Beat the Competition

So maybe your boss doesn’t care so much for your own blog. But what about that of your competitor’s? If your competition has a slick blog with visitors commenting all over the place, don’t hesitate to show this to your boss. Even better, do a little keyword research to see who ranks high for the keywords you’d like to capture. Chances are, they’ve got a good blog in there somewhere.

4. Find Specific Goals

Now it’s time to get specific to your company. No blogging strategy will work (or be very convincing to your boss) if it’s got a “slap up whatever we’ve got” mentality. A few highly compelling goals for a blog include:
Increased conversions and revenue. No matter how you slice it, a good blog is, at its core, a means of making more money. Whether it’s search rankings, domain authority, customer sales, advertising, newsletter signups or anything in between, the point of a blog is to suck users further into your site and either make a purchase from you directly or promote you to their friends. Do your research and present your boss with clear numbers that support just what it is the blog can do monetarily.
Expertise establishment. A good blog can go a long way towards establishing a company’s position as an industry leader. And what boss doesn’t want her company to be seen as a respected authority? While not as easy to measure as conversions and revenue, you’ll be able to see some indication that people consider your blog (and therefore, your company) to be an expert when a large number of people are linking to your articles or following you on social media.
Giving the company a more human face. While this is an admirable goal for any company, it will especially be so for older, more corporate businesses with dry marketing and website copy. Photos, employee stories, and direct outreach to consumers can be a great way to give a company a more human face, while still keeping things professional.

5. Make a Sample Editorial Calendar to Match Goals

Once you’ve set these goals, show your boss you’re serious by producing a sample editorial calendar with creative measures for meeting these goals, as well as a mean of measurement along the way. Do your best to keep your blogging content strategy on voice and on theme, while still cracking it open to newer, more web-relevant techniques, like running contests and inviting guest posters,
Want to go one step further? Produce a complementary social media calendar as well, so it will be clear that the blog is a part of a much larger content and social strategy.

6. Pitch the Concept

Finally, once you’ve got all of your data gathered, it’s time to pitch to the boss. And when I say that you want your boss to buy-in, I mean that you really want her to buy-in, giving you a generous budget and not just a few spare pennies rolling around the back somewhere. To do that, you’ve got to tell a good story. These beginning tips should help:
Keep your pitch on brand and on voice. What are the brand’s larger goals? Fit your blog pitch neatly into these.
Show where the problems are…Then articulate the clear goals you’ve identified to fill in the gaps and lead the brand forward. Combine short term goals (capturing a certain keyword) with long-term goals (keeping traffic above a certain threshold) for a more complete vision.
Come equipped with data. Both about the problem at hand and about what your solution can do. Prove the monetary value of your proposed blog efforts.
Give your boss a case study of what could happen should you be given a solid budget for your efforts.
Reiterate your case to drive the point home.


Having a great blog is a key part of any modern content strategy. So do your research, show your boss just how much a blog could offer the company in terms of concrete revenue increases and expertise establishment, and get blogging!

Author: BloggingPro

Comment with Your Facebook Account


  1. really impressive post . given boost to me.thank you for sharing Admin.
    best regards

  2. Rob its really an informative post! great tips, now i will surelly convince my boss too 😉
    Thanks for sharing a great post

  3. TO

  4. Oh my goodness! Impressive article dude! Many thanks, However I am encountering troubles with your RSS. I don’t know why I am unable to join it. Is there anybody else getting the same RSS issues? Anyone that knows the answer will you kindly respond? Thanks!!|

  5. It’s appropriate time to make some plans for the long run and it’s time to be happy. I have learn this put up and if I may I wish to suggest you some interesting issues or advice. Maybe you can write next articles regarding this article. I wish to learn even more issues approximately it!|

  6. You could definitely see your skills within the article you write. The sector hopes for even more passionate writers like you who aren’t afraid to mention how they believe. At all times follow your heart.| tickets air flight

  7. I don’t know whether it’s just me or if perhaps everyone else experiencing problems with your website. It appears as though some of the written text within your content are running off the screen. Can somebody else please comment and let me know if this is happening to them too? This could be a problem with my internet browser because I’ve had this happen before. Cheers| agate cameo

  8. Fantastic web site. A lot of helpful information here. I am sending it to a few buddies ans additionally sharing in delicious. And obviously, thanks in your effort!| tyflas

  9. Thank you for the good writeup. It actually was a entertainment account it. Look complicated to more added agreeable from you! By the way, how can we keep in touch?| tkff

  10. Hi, always i used to check webpage posts here early in the break of day, because i like to find out more and more.| 24 hours glass repair

  11. Somebody essentially help to make critically articles I might state. That is the first time I frequented your web page and so far? I amazed with the analysis you made to create this actual post extraordinary. Wonderful job!| Jasa Import Barang

  12. This information is worth everyone’s attention. How can I find out more?| financial

  13. My partner and I stumbled over here by a different web page and thought I might check things out. I like what I see so now i am following you. Look forward to checking out your web page repeatedly.| Procurement in East-Africa

  14. My partner and I stumbled over here from a different page and thought I might as well check things out. I like what I see so i am just following you. Look forward to checking out your web page again.| walmart garcinia cambogia

  15. Does your site have a contact page? I’m having problems locating it but, I’d like to shoot you an e-mail. I’ve got some recommendations for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it improve over time.| Hochzeitsfotograf M

  16. Many thanks for writing this effective publish..Loved your content pieces. You should do retain writing The best search engine

  17. Cheap Accounting Software says:

    I would encourage you to keep blogging as I highly enjoyed your article on Translator

  18. a large number of people are linking to your articles or following you on social media.

Leave a Reply to Cheap Accounting Software Cancel reply


Please prove you're human *