Why should B2B businesses market themselves using blogs?

Have you ever googled an item before you bought it? If yes, you’re definitely not alone. Even though we are bombarded with advertisements and sales messages, we are increasingly looking for help, tips and recommendations on the web before buying a product or service – a trend that Google has written a whole book about.

This trend has redefined traditional PR and marketing, and one of the big players in the arena now is blogs. And for no reason: Blogs are both inexpensive and easy to update, and it is on a platform that you control 100% – aka your website.

So, Here are 7 good reasons why B2B companies should be blogging:

1. A cheaper form of marketing

Content marketing is 62 per cent cheaper than traditional marketing, according to demandmetric.com. 82 per cent of marketers, like blogs, also experience a positive impact on ROI, according to HubSpot.

2. More and better leads

Most of us want more customers. Even if you’re blogging one to two times a month, you’ll get 70 per cent more leads than companies that do not blog.

I would recommend blogging a bit more often than that. There are good reasons for that. If you blog six to eight times a month, you can double your leads compared to if you blog 3-5 times a month. But always remember Quality rather than quantity.

3. Creates trust

By answering questions asked by your customers, you create trust. You help them make a purchase decision by serving the information they need when they need them. You are open and show that you are trusted.

In addition, via the blog, you can establish yourself as an expert in your field. If you continually share good academic articles related to your product, services and industry, the audience will quickly perceive you as an expert. In many cases, you will experience it as a safe choice of partner.

4. Google loves it

If you have a blog, you are continuously publishing new content. This means that you leave a bigger digital footprint.  On average, websites with blogs have 434 per cent more indexed pages.

Google is happy for pages that come with new content regularly, and you are thus more relevant in their eyes. Are you more relevant? It means you get higher up in search results. The result is more traffic to your website.

5. More organic traffic on your website

The increased traffic will, therefore, be organic or earned traffic. The opposite is paid traffic through, for example, Google Ads. The more quality content you publish, the more likely there is for increased organic traffic to your site.

Organic traffic is important because it gives better results. According to HubSpot, 14.6 per cent of all leads from HubSpot users come from organic traffic. These are great numbers. Especially if you compare it with the conversion rate on more traditional marketing (outbound), typically around 1.6 per cent.

6. More links to your website

If you write good blog posts that give readers value, you will receive positive attention as you are seen as an authority in your field. This means that others will get information on your blog, and if they like it a lot, they will also link to your page. On average, companies with blogs get 97 per cent more links to their website.

7. You are part of the customer purchase journey

Your customers do the bulk of their research on their own, and when they finally come into contact with a seller, more than 60 per cent of the purchase journey has already been made.

If you have content that is intended for those who are early in the purchase journey, you can get them earlier in the process, as opposed to getting those who are already ready to buy and much later in the purchase journey. Thus, there will be a greater chance that you will become the supplier.

Another good reason for having a blog is that each article on your website will earn you compound interest as more and more blog posts are added.

There are many good reasons for having a business blog. Still, if it is to have a significant difference to your business, it’s crucial to have a clear strategy and content plan that is actually being implemented.

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