Gone are the days where blogging was reserved exclusively for bloggers sharing their thoughts on the internet. Blogging has become a staple in almost every marketing strategy. Rightly so, because in today’s era blogging is one of the single most powerful digital marketing tactics to optimise SEO, establish your company as an authority in the industry AND, if done properly, start to convert those visitors to genuine leads. Despite all the great benefits of blogging, it is often overlooked and underused by businesses. The following are some compelling reasons for your company to invest time and effort into starting a blog
1. Boost SEO and drive traffic to your site
One of the biggest benefits of blogging for B2B businesses is that every blog page is considered new content by search engines, which can boost SEO performance, assearch engines favour new content over old content. Online content becomes the face of your business and is on display for search engines to crawl. As such, blogs can attract more qualified website traffic, and this can lead to an increase in new clients. According to HubSpot, 42% of companies have acquired a customer through their blog.
Blogging also creates an opportunity to use new keywords that can bring targeted traffic to your website in more meaningful ways than just a visit to your homepage. How so?
Blog content can be used to answer specific questions asked by the target audience. By using specific keywords in your blog posts, you have the opportunity to target the very questions users are looking for answers to and drive them directly to deeper resource pages on your site, such as product pages and FAQs. If this is done in the form of a longer tail keyword, this has a higher chance of transforming into leads as customers are already in the later stages of the sales funnel.
So what else can fresh blog content do for your business? Fresh content can also help keep your website relevant in search engine results pages (SERPs) by allowing you to address trending topics through keywords. If you’re blogging regularly enough, a great tactic is to publish time-sensitive content too.
Utilising blogs as a marketing tool enables you to continuously add to the pool of website content and improve the overall quality of your content, increase use of a range of keywords, add updated new content to your website and boost your business SEO, which ultimately ensures you attract optimal online exposure. High levels of exposure mean tapping into new markets which gives you an edge over your non-blogging competitors in front of prospective clients.
The cherry on top is that from the time that your blog post is posted, it will get the attention of search engines, and you’ll continue to get hits on it for weeks and months – even years – down the road. Hubspot says 90 percent of the leads it generates each month come from blog posts they had created in previous months.
2. Help build relationships with potential customers
Before making decisions, most business decision makers do thorough research to ensure they can minimise any risks and gain greater confidence that their decisions are in the best interests of the company. The average B2B buyer consumes thirteen pieces of content during the purchasing journey.
You can effectively use your company blog as a medium to address your target market’s concerns and needs, and demonstrate that you’re interested in helping them solve their issues. This will foster positive feelings if the customer sees you are going above and beyond to offer added value with the company’s interest. This is a chance to enrich the mind of your website visitor and engage a potential customer. With your blog, you should educate clients in a way that reinforces what your business sells, while psoitioning them in a way to make them. And even if they aren’t interested in making a purchase right away, when you make a strong first impression as a helpful resource, they’ll be more likely to come back to your site later and make a purchase. And while some may question why their business is distributing beneficial content for free, it is to support key decision makers every step of the way, which often works in the business’ favour in the longer term.
3. Position yourself as an authority in your industry
Publishing quality content that’s true and reliable on the website blog demonstrates your value and establishes brand credibility in front of prospective buyers, wherever they may be along the customer journey. Content can also position the business as an authority and thus increase trust between the company’s existing customer base. Trust is everything in the online world. It fosters positive customer relationships and aids meeting long term business goals. However, loyal customer relationships are not developed overnight. It takes consistent efforts through regular high quality blog posts to form trust and reliability in the minds of your customer.
By being considered a reputable, trustworthy expert within your industry, your target audience is much more likely to act upon your advice when you recommend a product or service. Your blogs must include a call to action and guide your audience in their decision making process towards your own products and services. Remember, each post is a new opportunity to generate new leads.
Further, as an expert in the industry your business will also increase exposure, foot traffic and expand to new customer bases. This is essentially authority marketing – using your knowledge of your field as a marketing technique to gain a competitive edge and to garner customers and sales.
4. Hone in on your niche for the best leads
More important than being able to capture customer attention is to be able to retain it. Keep them interested. In today’s competitive era, where the average user’s attention span is extremely short, it is crucial to hook their attention. This can be done by regularly publishing blogs with unique valuable content that also focuses on the business’ products and strengths to attract the clicks and attention of your key users and prospective buyers. This strategy should largely be directed towards your business niche.
The best way to do that is by having a proper mix of blogs that target your niche as well as promote your brand. Do this through an ideal 80-20 ratio, 80% should be content sought out by your niche to target them and maintain interest, while the rest should be to reinforce your offering. Every post you write gives you a chance to generate new leads. You’ve given your readers something – a helpful, interesting blog post – and now it’s time to get something in return. You can do this by including a call-to-action at the end of your posts. This way you will simultaneously be promoting your specialisation, displaying your expertise in an extremely unique area and driving traffic to your website.
With niche blogs, you can establish brand credibility more easily and this will also allow you to establish brand credibility and shine through a world that’s overrun with content. Staying true to what you know and producing consistent content can build a reliable reputation online, making your company the go-to source for certain industry information. It may feel like establishing this kind of credibility seems impossible in today’s digital world, but consistency and knowing your target customer well enough to know their questions is key here.
Who is your niche?
This is your ideal client, ones that you simply LOVE to work with, because of the nature of their requirement. This group of customers also have very specific needs and are a specialised or focused area of a broader market. While these prospects may be low in volume, they often are your most profitable customers or those that keep coming back and continuing to generate sales.
Blogging is a free and effective marketing strategy available at your fingertips to create content that will provide long-term benefits to your business. Regardless of the size of your B2B business, blogging is an essential addition to the success of your business. It’s an opportunity to appeal to, connect with and understand your niche, and to generate content that can put a voice behind your business, and position you as an expert in the industry. Every new piece of content you put out gives you a chance to generate new and more targeted leads.
B2B blogging and content strategy can be a very successful B2B lead generation activity when executed correctly. Ensure your team leverages this asset by hosting a blog on your company website or offering to guest blog on partners and recognised industry sites.
If you have any questions about this article or are interested in learning more about B2B marketing, please don’t hesitate to get in contact with one of our B2B marketing consultants.