B2B companies that blog get 67% more leads/month than those that don’t. Sounds good, right? A fact such as that should make the case for corporate blogging without any need for further arguments but I know you didn't come here to see one stat and then leave feeling satiated. You need to convince your Chief Executive that blogging makes sense. I get that and I’m here to help.
1) Blogging provides huge SEO benefits
Getting found online is the absolute first part of a successful digital marketing campaign and this typically starts with being visible in searches for relevant keywords. Those ten coveted spaces on Google’s page one search results are worth their weight in gold so you need to make sure you have a strategy for getting on those spots.
So, consider this. If you blog just twice a week for a year you will increase the size of your website by 104 pages. This represents 104 additional opportunities for search engines to index your website for important industry keywords. Dave Chaffey of Smart Insights, reports, anecdotally at least, that only a quarter to a third of attendees on his digital marketing courses bother to blog. UK firms that blog have an huge opportunity to get ahead.
2) A tool for positioning your brand
Customers want to know that the company they are dealing with is reliable, reputable and knowledgeable when it comes to their particular needs. Blogging allows brands to demonstrate expertise and thought leadership; use blogs to inject some differentiation points between you and your competitors.
Research from HubSpot found 71% of respondents said blogs affect their purchasing decision either somewhat or very much. Given the weight that blogging holds in the buyers decision making process it seems quite necessary to implement a blogging strategy that earns people’s trust, positions your brand as a thought leader and presents solutions to customers' problems.
3) They are a prime lead generation tool
In point one I said the first part of a successful digital marketing campaign is to get found online. Now, assuming you manage to achieve this… then what? Well the next step is to convert visitors to your website into leads. This is especially important in B2B digital marketing where buyer cycles can take many months; if you can get people into your marketing funnel at an early stage in that process you then have a line of communication with the lead all the way through that buyer decision making process.
To do this you need to use good calls-to-action on each of your blog posts that speak directly to the reader. They have to address your reader’s problems and offer a solution. If you write a blog post about IT and bring your own device policies, you can offer a bring your own device policy checklist for download at the bottom of your page.
So what are you waiting for? Start blogging. It’s what your customers want. More importantly, it’s what your digital marketing strategy needs.
by Martin Broadhurst