10 Reasons Why Blogging Is the #1 B2B Marketing Tactic

Stephanie Trovato
Nov 6 · 3 min read

By Stephanie Trovato

Blogging has become a way for a person or company’s vision to be seen through words by its readers. Opinions, advice, news, and a variety of other content can be shared with the masses in an instant. B2B companies who blog can increase brand awareness, integrity, leads and conversion rates — all while connecting marketing efforts back to the overall business goals.

The purpose of a blog is described by TheFirstSite.com as:

Blogging for business, projects, or anything else that might bring you money has a very straightforward purpose — to rank your website higher in Google SERPs, a.k.a. increase your visibility.

As a business, you rely on consumers to keep buying your products and services. As a new business, you rely on blogging to help you get to these consumers and grab their attention. Without blogging, your website would remain invisible, whereas running a blog makes you searchable and competitive.

So, the main purpose of a blog is to connect you to the relevant audience.

Another one is to boost your traffic and send quality leads to your website.

The more frequent and better your blog posts are, the higher the chances for your website to get discovered and visited by your target audience. Which means, a blog is an effective lead generation tool. Add a great call to action (CTA), and it will convert your website traffic into high-quality leads.

But a blog also allows you to showcase your authority and build a brand.

When you use your niche knowledge for creating informative and engaging posts, it builds trust with your audience. Great blogging makes your business looks more credible, which is especially important if your brand is still young and fairly unknown. It ensures presence and authority at the same time.

The use of blogs by companies of every size is on the rise. Approximately 65% of companies with under 100 employees maintain a blog. These companies have learned why blogs are effective and necessary. Here are ten reasons why a blog is the number one marketing tactic for B2B companies:

  1. Cost. Blogs are inexpensive, require little training and can be updated easily.
  2. You are the author AND the owner of the content. With that ownership comes the ability to integrate the content into your website, social media and other digital channels.
  3. Blogs give your company a voice with a unique context and the ability to write in a conversational tone that makes your company appear “human”.
  4. Blogs improve SEO. With via keyword-rich content, fresh content and additional indexed pages, your page will rank high on the search result pages.
  5. Blogs run every hour of the day. It is a communication platform where you can quickly publish favorable content about your company or respond to evolving issues regardless of business hours.
  6. Blogs allow for distribution through multiple channels such as social media, RSS feeds and email newsletters.
  7. Blogs supply content for social media campaigns. Curated content on social media can be quickly shared, spread virally, and used for company campaign awareness.
  8. Blogs provide a place for your leads to visit. With the click of a button, potential customers will be brought directly to your site to read the information they need to choose you.
  9. Blogs are flexible. They can assist companies in achieving various goals such as product-related content, addressing customer inquiries and attracting new customers with content they are looking for.
  10. Blogs provide metrics. ROI, conversion rates, tracking, qualified leads and more. These metrics can be used to determine which marketing efforts are effective.
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