Blogs are becoming an increasingly common component of many B2B content marketing strategies. The business landscape is only continuing to grow in competitiveness and, if organisations fail to evolve, they’ll likely be left behind in the rush.
Reaching prospects in new and exciting ways has never been so important, so why are B2B businesses turning to blogs? While in 1999 there were a recorded 23 blogs on the internet, by 2006 this figure had risen to 50 million. Now, in 2019, there are over 500 million blogs that have been shared online.
So, it’s evident that blogging has grown into an incredibly popular content medium, but it certainly isn’t a new, innovative concept. This, however, doesn’t seem to have significantly impacted the success that individuals can achieve by applying this content marketing tactic.
“Businesses that blog witness their monthly leads rise by 126% more than those who don’t” – HubSpot
If you want to achieve exceptional results through blogging, differentiation is key. The internet has been flooded with an abundance of blog content so, if you don’t establish a clear B2B value proposition or point-of-difference, prospects will simply look elsewhere.
Successful B2B content marketing campaigns rely heavily on offering customers real value and, when done right, posting a regular blog can be an effective way to do just that.
Benefits of Sharing Regular Blogs
We’ve established that blogs can be an incredibly powerful tool, but the question still remains, does your B2B business need one?
While posting a regular blog isn’t mandatory, it has the potential to benefit your organisation immensely. So, whether or not you need a blog ultimately comes down to whether you’d like to enjoy the benefits this tactic can offer.
Powerful Component of Your SEO Strategy
Keep Content New and Relevant
Want to drive more, relevant traffic to your website? Search engine optimisation is essential. Regardless of how great your digital domains are, if your target audience can’t find them, you will likely struggle to generate leads.
While the main landing pages of your website may not be updated often, blogs can be shared regularly to keep your content fresh and current. Google’s algorithm is centred on delivering valuable information to users and blogging is a practical way to do just that.
Target Long-Tail Keywords
Blogs are also a great opportunity for businesses to strategically target long-tail keywords, which are short phrases comprising of three to five terms. Such phrases are a fundamental aspect of your SEO strategy, so if you’re yet to use them, the time to start is now.
“Long-tail keywords account for 70% of all web searches” – Neil Patel
When incorporated into your blog content, keywords of this nature can help boost your visibility and overall relevance in Google’s search results. This is because they target highly specific searches, so it’s more likely that the users who find your website will actually have a strong interest in what you have to say.
Increase Number of Internal Links
Similarly, frequently posting frequent blogs is an effective way for you to include internal links to different pages on your website. Internal linking is a relatively simple approach that, when done right, can increase your organic traffic by 40%.
“The number of internal links pointing to a page is a signal to search engines about the relative importance of that page” – Google
Internal links convey to Google’s algorithm that your pages are useful to readers by building greater credibility, meaning and context. They can, in this way, boost your search engine ranking and significantly improve the performance of your website.
Transform into Alternative Content
Blog content can be repurposed to create informative videos, social media posts, email campaigns and the like. By transforming your blogs into different types of content, you can maximise your time by leveraging the work you’ve already done.
It is, however, important that you still continue to create new exciting content and don’t always completely duplicate your phrasing. If the information you’re sharing becomes overused, it will likely lose it’s effectiveness as prospects grow bored of merely being exposed to more of the same.
Build Trust and Credibility
By regularly sharing unique, relevant blogs, your B2B business can demonstrate your expertise while also offering prospects ongoing value. Frequent blog posts can, in this way, help you build a mutually beneficial relationship with customers.
Through blogging, you can establish yourself as a thought leader, sharing innovative concepts that accurately display your extensive industry knowledge. This will, in turn, assist your business in fostering a strong reputation as a trusted and informed organisation.