According to the Content Marketing Institute, blogging is the number-one most common B2B content marketing activity, with 93 percent of those surveyed saying blogs produced the best overall results for their organizations. Even in the age of social media, blogs represent a valid content marketing tactic because they supply the content that fuels social media engagement. Here are 15 reasons why your company should invest in or ramp up your blogging efforts.1. Visitors to your site expect you to have a blog.
Blogging used to be dominated by individuals, but it became a corporate mainstay many years ago with 79 percent of B2B companies and 70 percent of B2C companies having blogs.
2. A blog drives traffic to your website.
Companies that blog consistently attract 55 percent more website traffic than those that don’t. Some of your blog traffic will come from existing customers, but your blog can also attract new visitors who find you via an internet search for a specific topic.
3. Blogs demonstrate thought leadership and industry expertise.
A well-written, insightful and frequently updated blog that addresses important issues in your industry shows your readers that you’re an expert in your field and that you care enough to share your knowledge to help solve their problems.
4. Blogs improve SEO.
Your blog offers unlimited opportunities to create keyword-rich pages that are also informative, engaging, and helpful to your customers. Google loves original and frequently updated content, and rewards sites for relevant, user-friendly content. The more pages your website (and blog) have, the better the chances are that your content will show up in the search engines.
5. A blog can earn trust with your customers.
When you blog about topics that are important to your customers, you show you truly care about their problems and want to use your expertise to provide solutions. That makes your readers trust you, and people are more likely to make purchases from a company they trust.
6. Blogs help generate more qualified leads.
B2B companies that blog receive 67 percent more leads than those that don’t. In fact, B2B marketers rated blog posts the most effective method of demand generation in the awareness or interest stage of the sales funnel. When you blog about the topics that are relevant to your ideal customer, you can attract more of the right people to your site.
7. A blog can increase sales.
Your blog is no place for a sales pitch, but that doesn’t mean it can’t drive revenue. In fact, one study found that consumers are 131 percent more likely to buy from a brand immediately after they read that brand’s educational content.
8. Blogs can increase website conversions.
Whether you want your visitor to sign up for a newsletter, download additional content or take a survey, a blog is a great way to increase conversions on your site. Be sure each blog includes a clear call to action.
9. A blog keeps current customers engaged with your brand.
When your blog offers helpful content including case studies, how-to’s, tips, and even company news, it can strengthen a relationship with your customers and keep them interested in your brand.
10. Blogs fuel your social media efforts.
Every time you publish a new blog, you create content that can be discovered and shared across your social media accounts. Plus, when your readers share your content on their channels, it opens you up to a whole new audience of potential followers.
11. A blog creates inbound links to your site.
Backlinks, or incoming hyperlinks from other websites to yours, are one of the most important factors for Google’s search engine rankings. One of the best ways to generate backlinks is to publish relevant and interesting content that others will want to link to. Companies that blog have 97 percent more inbound links than those that don’t. That means more potential customers coming to your site.
12. A blog gives your company a voice.
Your website content is an important way to communicate your brand message, but a blog gives you more flexibility to convey your company’s personality, values and story.
13. Blogs generate a good return on investment.
Blogs are simple to use and relatively low-cost to produce. The most significant investment a blog requires is time. According to HubSpot, companies that make blogs a priority are 13 times more likely to have a higher marketing ROI.
14. Blogging drives long-term results.
Your blog post can continue to drive new visitors to your site for days, months and years to come. The more evergreen content you write, the more likely it is you will see your results compound over time.
15. Blogs provide metrics to track success.
Your website’s analytics programs will tell you which blogs are attracting the most visitors to your site. Use that information to generate future topics, share the most popular posts and update any outdated information.
It’s never too late
Since the first blog was published in 1994, blogs have become a vital means for communicating with target audiences. Today, they still provide an opportunity to connect with and better understand your prospects and customers. If you already have a blog, you can also easily use it to scale up your content marketing efforts by experimenting with content, format, interactive elements and cross-channel marketing. If you are just getting started, blogging is one of the simplest and most flexible forms of content marketing available. Remember, B2B blogging doesn’t stop after you hit “publish.” You need to make sure that your content is promoted across various platforms to ensure your target audiences see what you’ve created. To learn more about how Trade Press Services can help you create a blog that supports your organizational goals, schedule a call with one of our experts.
