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Many businesses publish blogs, but not every company understands why they do it or the real value they can receive from a successful program. There are plenty of reasons why regular blogging is worth your time, but the biggest ones will depend on your goals, your audience, and your existing web presence. Ditto for blogging style, in terms of length, voice, etc.

A lot of the variables depend on you, despite the volumes of blog advice that get tweeted every day. So let’s get back to basics. Let’s release our brains from the binding rules we may have heard in the past. Let’s start fresh, and commit to B2B blogging for all the right reasons—your reasons.

Why Should My Business Blog?

  • Companies that blog garner 55% more web traffic.
  • B2B companies that blog attract 67% more leads per month.
  • 57% of companies that blog gain a customer through their blog.

These are all compelling statistics, but they don’t all necessarily align with your priority metrics. Here are some broad ways to think about blogging goals:

1. For improved organic search rankings on desirable terms.

By creating and optimizing relevant blog posts, you can help more customers find you. Remember that blogging, unlike ads and direct mail, is a long-term investment. Over time, optimized posts grow your blog archive to represent all your most profitable terms. Even just a handful of posts—imbued with the right terms, tags, titles, and Meta descriptions—could help you jump from fifteenth, to fourth, to the first place in a given set of Google search results.

2. For help turning traffic into leads.

Maybe you’ve already cornered the market for your preferred terms, attracting boatloads of traffic but not so many actual conversions. Blogs can help you funnel existing traffic toward CTAs (Calls-to-Action). After a few paragraphs of inspiring content, blog readers will be hungry for more information—like a guide or a tip sheet. This makes your blog the perfect place to position CTAs and ramp up your visitor-to-lead ratio.

3. For opportunities to teach, communicate, and foster relationships.

Sometimes lead volume isn’t a concern for B2B companies. Many of our clients need help attracting higher quality leads or speaking to prospects who are farther along in the buy cycle (i.e. beyond the point of researching solutions and ready to compare different providers).Your blog is a great place to differentiate your company and speak to these folks—either directly (with posts that address your knowledge and experience) or indirectly (with posts that illustrate your sense of humor, your understanding of industry trends, your opinion on recent news, etc.)

What Are Some Easy Ways to Create B2B Blog Posts?

1. Unpack more formal content.

You don’t have to be the world’s most prolific writer to create regular blog posts. If you are already creating long-form content in the form of white papers and eBooks, you can drill down and repurpose different subsections of those offers into individual blog posts. 

2. Create industry roundups.

It’s okay to acknowledge other experts in your field. In fact, a post that includes a round-up of other quality resources, websites, blogs, or Twitter accounts worth following can win you points with prospective customers and with professional peers; both are more likely to promote spotlight-sharing blogs.

3. Feature your everyday conversations.

Interviews, client questions, FAQ-style posts written by employees with different areas of expertise… These can all make for great posts. Check out our secret recipes for great blog content and other content marketing contributors. Happy blogging!

Free Download: Business Blogging 101 – Your Complete Guide to Building a Successful Industry Blog Presence

About the Author

Liz O'Neill
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Liz O'Neill

Content marketing specialist (and current Director of Marketing at C&S Insurance), Liz O'Neill enjoys writing informative, engaging copy about pretty much anything—helping companies and their customers cut through all the digital noise; find each other faster; form deep, abiding relationships; and ride off into the sunset (while Instagramming the entire journey).

 Tags: Content Marketing Blogging

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