Think blogging is dead? Think again.
Despite the popularity of social media and videos, blogging remains one of the most valuable marketing assets for B2B companies, especially small and mid-sized businesses.
In fact, according to a study conducted by the Content Marketing Institute, blogging is the 3rd most popular B2B content marketing activity after articles and social media posts.
Businesses with an active blog have a much higher chance of being discovered on search engines, where a lot of buyers are looking for answers to their business problems.
Let's look at some of the benefits of blogging for B2B businesses:
5 Reasons why you should maintain a blog
Unlike social media, your blog is an owned asset, which means that you own the property and its content. Even if Facebook or Instagram shuts down tomorrow, your blog will still be accessible.
Your blog is a great way to build trust and authority in your industry. When you regularly publish high quality content on your blog, you are positioning your business as an expert in your domain which will ultimately help you generate more leads and clients. Also, 98% people to your website won't buy on their first visit. By adding a blog, you can keep them engaged with valuable content so that when they are ready to buy, they think of you.
Higher search engine rankings and traffic. By regularly publishing blog posts that answer the questions your ideal customers are asking online, your domain will start ranking higher on search engines, especially if your posts is keyword-rich and optimised for search engines. This provides a great opportunity for you to create brand awareness.
Your blog helps you build an email audience, which is another owned asset that nobody can take away from you. By adding a simple subscription form on your blog, you can get visitors to sign up for updates, which gives you an opportunity to start personalised 1:1 email communication and relationships with potential customers.
Your blog can help you generate demand for your products and services and convert your audience into paying customers. By creating valuable content around your products and services you can educate potential customers about how your solutions can help their business and generate more demand.
While blogging has all these advantages, simply posting for the sake of it isn't going to generate the desired results.
If you want to really take advantage of these benefits, you need to have a strategy in place to get the most out of your blog.