Business blogging is a type of B2B marketing that increases your brand awareness and builds meaningful relationships with your prospects. With 9 out of 10 B2B buyers saying online content has a moderate to major effect on purchasing decisions, business blogging is one of the best ways to create content that will increase your web traffic, support prospects through the sales funnel and feed content into your employee advocacy program.
Here are 6 study-backed benefits of blogging for B2B marketing to show the opportunities of business blogging…
1. Blogging increases traffic to your website
Studies show that blogging increases traffic to your website by 55%. What’s more - with every blog post you publish, there is one more indexed page in Google search that will drive traffic to your website and make buyers aware of your brand.
Every blog post published gives you an opportunity to increase your reach through sharing on your own social media channels and creating an opportunity for your audience to share your blog with their network - whether they are linking it, tweeting it, or emailing it - you are maximising your opportunity to stay front of mind of your customers and potential customers.
2. Blogging supports you in converting traffic into leads
B2B companies that blog generate 67% more leads per month than those who do not. When you have a blogging strategy in place which drives traffic to your website through high-quality blog posts, you now have a ‘machine’ that allows you to turn traffic into leads. You can do this by adding a call to action to each blog post to download more information on the topic. This free download could be eBooks, checklists, whitepapers and templates that your prospect can use to identify solutions for their problems.
3. Creating useful content establishes your credibility
74% of B2B buyers conduct more than half of their research online before talking to a salesperson. Publishing helpful content onto your blog will help educate your buyer and position you as a go-to thought leader as they research solutions online for their companies.
When creating your content plan, consider the frequently asked questions your customers and prospects ask you. By creating content that provides helpful solutions, your prospect is going to see you as a trusted source and will value your expertise throughout the sales process.
4. Adding content to your website improves your SEO rankings
Companies that blog have 97% more inbound links than companies who do not blog. The amount of inbound links found on your website is very important as they signal you as an authority to search engines, improving your SEO rankings which increases your web traffic.
5. Your blog post will attract more traffic and leads as your SEO rankings improve
Hubspot found that 70% of the traffic each month on their blog comes from older blog posts. They also discovered that 90% of the leads they generate every month come from blog posts that were published in previous months.
6. Buyers that find you via your content in search engines have an 8 times higher close rate (14.6%) than outbound leads generated from advertising and direct mail (1.7%).
As blogging establishes you as a thought leader in your industry and educates your customers throughout their buying journey - you increase your close rate, giving a greater return than investment in outbound advertising.
Business blogging can bring in 67% more leads than B2B businesses that do not blog. Creating a consistent blogging strategy can help you increase revenue as well as connect the dots between your sales and marketing team.