B2B Business Studio
Audio Episode
Episode #1: Generating Leads with Your B2B Blog
B2B Business Studio
Feb 13 at 6:04 PM
In this episode, we explore the importance of having a blog for your B2B website. Despite common objections such as budget constraints or CEO-written blogs, the value of having a blog cannot be understated. Not only does a blog attract organic inbound website traffic, but it also boosts revenue and establishes brand authority. Firstly, blogs contribute to brand awareness and authority. Studies have consistently shown that B2B companies with a blog generate more leads and have a greater chance of turning those leads into customers. Long-form blogs also serve as valuable tools for marketing by providing content to share across social media platforms and increasing search engine ranking. By investing in content now, businesses can attract and educate customers for months and years to come. Secondly, blogs facilitate direct communication with customers, helping to establish trust, loyalty, and a sense of community. By understanding customer needs and wants, businesses can create relevant and engaging content that resonates with their audience. This also allows companies to establish authority on specific topics, differentiating themselves from competitors and appearing more knowledgeable and accessible. Lastly, search engines prioritize websites with consistent, quality content. While it may take time to achieve a high ranking, regularly publishing blogs increases online presence and provides organic content to share with both online and offline communities. By offering useful information to the audience, blogs not only improve search engine optimization but also create a valuable resource for customers. Overall, having a blog on your B2B website offers a substantial return on investment and is a crucial component of any content marketing strategy. From reaching your audience to establishing authority and offering valuable content for sharing, a blog is a powerful tool for businesses looking to boost their online presence and drive customer engagement.
“I don’t need a blog.”
“We don’t have the budget for a blog.”
“Our CEO writes blogs for us.”
These are just some of the comments I’ve heard as a B2B freelance writer over the years. Large or small, the struggle for marketing teams to generate ongoing content is real.
That brings us to the topic for today's episode. Do you need a blog for your B2B website? Yes, here’s why.
Without a blog (or one that’s updated consistently), you’re missing out on organic inbound website traffic, revenue, and brand authority for your business. Blogs are a key part of any content marketing strategy, and they have the potential to bring you even more business.
There are three big reasons why your business needs a blog:
First up is this: Long-form blogs help B2Bs develop brand awareness and authority.
There have been numerous studies done that show how effective and useful blogs are for B2B companies. Businesses with a blog generate more leads than those who don’t have a blog – and the more leads you have, the greater the chance of turning those leads into customers.
Long-form blogs are also valuable tools in your brand’s marketing toolbox. Once you publish a blog on your website, you have content to share across social platforms and increase your ranking on search engines. The content you invest in now has the potential to attract and educate customers about your brand for months and years down the line.
Customer relationships are important, you know this. Creating and distributing blog posts helps you communicate directly with customers.
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Understanding customers and their needs + wants is a valuable marketing tool. When you have a B2B blog (which you can also link up across social media platforms), you create content that allows them to connect directly. This develops community, trust, and loyalty. It also gives the brand a personality, and sometimes customers prefer to connect with that over a brand.
A blog also gives you the opportunity to establish authority on a certain topic.
For example, if you have an ecommerce skincare line, a blog highlighting details about common skincare issues, ways in which your product helps, and other tips and information that's helpful to your ideal customer helps you stand out against a skincare company that sells a product without appearing as knowledgeable, accessible, or connected.
How we consume content is changing dramatically. Despite new tools and technology, algorithms favor consistent, quality content.
You don’t need to be an expert in search engine optimization to know that consistent, quality content helps you increase your position in search engines.
Writing a few blogs and then waiting to hit the number one spot on Google in a week isn’t going to happen. You need to put out consistent blogs over the course of weeks and months to gain that coveted spot. As with any marketing strategy, each new post added to your B2B website helps your online presence grow, and you have organic content to share to develop an online and offline community.
While it seems impossible to keep up with changing algorithms and search engine rules, the bottom line is this: search engines favor websites with fresh, quality content over websites that aren’t updated as often. It’s all about offering useful information to your audience!
Whether you want to use fresh new content to reach your audience, establish authority, or have content to share with an email list or social platforms, there are many reasons why having a blog on your website is valuable and offers a substantial ROI over other marketing efforts.