7 Key Reasons Every B2B Company Should Have a Good Blogging Strategy

Marketing Advice - 17.11.22

The benefits of blogging are way too opportunistic for B2B businesses to ignore with Hubspot reporting that 56% of marketers who use blogging say it is effective and 10% confirm it generates the biggest ROI. 

Writing well-crafted original high-value content that will resonate with your target audience is daunting for many business owners but it’s important to be part of the conversation and blogs are a brilliant resource tool for building professional connections that will yield business growth. 👊

A good blogging strategy is essential to your business and here are 7 reasons why. 😉

1. Blogs build trust 

Blogs are a great way to help prospective customers feel more connected to your company as the tone and content can be used to portray the type of company you are and how you like to operate. 

How you blog matters and a light conversational style blog will help put a human face to your company helping to form a connection with prospects easier. If you sound approachable on paper, then you must be approachable in person too! 

2. Blogging is an affordable way to market your business 

Blogging is by far the most cost-effective lead-generation method businesses can use to reach potential customers and can be used to support your digital strategy. 

Of course, the trick with blogging is to find compelling content that will stand out from the crowd, but you can also repurpose your blogs across your social media channels, strengthening your social media presence. 

3. Companies that blog generate more leads than those that don’t

Blogging frequently establishes a relationship with your audience and can be used to generate leads bringing more traffic to your site. Hubspot reports that companies with blogs produce an average of 67% more leads monthly than companies that don't blog! 

But blogging will also help nurture those leads, building a stronger connection that will help move them through your sales funnel faster. 

4. Blog strategy builds links which improve your SEO and ranking 

Inbound links are an effective process to improve your Google ranking and gain the widest exposure to an audience. A link-building strategy will help bring more traffic to your website and the more backlinks to your article the more a search engine will see your blog as a valuable piece of content and rank it higher. Guest blogs are a useful way to increase traffic to your site and improve your online visibility and drive traffic back to your website. 

  • What is guest blogging? You write a guest blog for a third-party website. Or, you invite someone from outside your company to create a blog for your website. 

  • Guest blogging benefits: The more other blogs link back to your guest blog, or the more people comment or share your post the more search engines will recognise your blog contribution improving your page ranking.  

5. Be an authority in your field and demonstrate thought leadership 

Use your blog to showcase your skills and expertise and be an authoritative voice in the marketplace. You can command respect by providing potential customers with information that resolves their pain points and by providing backlinks you can show the depth of research involved to support your article.  

Blogging about how your company is staying ahead of the curve in terms of technology and trends is one route to take and will help you stay relevant. 

6. It’s a way of sharing company news and updates 

Your blog is also a brilliant resource tool to share your company news and updates. If you have a product or new service launch, blogging about it will generate a buzz and spread the word about your success. 

Blogging about your achievements will also help set you apart from your competitors. 

7. Blogs drive long-term results and get you customers  

Blogging is a slow process but sticking with a good content strategy will drive long-term results that will serve to educate and inform prospects influencing them through each phase of the buyer’s journey towards conversion.  

Evergreen content is important to help increase traffic over time but don’t forget, as part of your SEO tactic, to update blogs as newer statistics and trends emerge. This ensures your content continues to rank well. 

 Finally!  

To make sure your blog gets the notice it deserves, here are some handy dos and don’ts to adhere to when starting your blog.  

Do start with a specific title and don’t veer off-topic. The title of this blog is: 7 Key Reasons Every B2B Company Should Have a Good Blogging Strategy and with seven reasons firmly established this blog does exactly what it says on the tin. 

Do use resources to back up your points. For example, check out point No. 10 in Blogging Tips for Beginners in Hubspot’s blog article. 

Do post often so that you can increase your chances of building a following 

Do write like you speak and have your personality stand out on the page.  

Don’t ignore keywords a user might search for. Optimise your content with long-tail and short-tail keywords. Read back and see how we’ve peppered this blog with keywords like blog SEO strategy, blogging and content marketing strategy, and blog strategy. Keywords help to increase search engine viability:

Don’t forget to expand your email list. A creator with a large email list will have a greater way to communicate with potential customers and build a community around their blog.  

Don’t write a blog with more waffle than substance. People who are full of hot air are to be avoided at all costs so don’t fill your blog with exaggerated talk as a blog that is not getting to the point will be lost on an audience. 

Don’t let your audience leave without a takeaway. 

Our big takeaway is that every good B2B firm should reap the benefits of having a good blogging strategy. We’ve set out the key reasons why every firm should blog and clarified that building a rapport will make you an expert in your field and build credibility and trust. 

As the tortoise said to the hare, slow but steady wins the race so delivering consistent organic content that is relevant to your own business, or that identifies your strengths and value propositions to prospects without it being too salesy will be hugely beneficial for increasing engagement and improving customer acquisition over time.