Why Blogging is a Critical Component to B2B Inbound Marketing Success

By Jennifer Dawkins | Account Director

Content is the heart of any inbound marketing strategy and the best way to consistently produce fresh content, amplify existing content, and bring new life to older content is through blogging. According to the Content Marketing Institute, 81% of B2B organizations currently blog, and with good reason. Here are three benefits blogging brings to the companies who do it right.

Improved SEO

Blogs are search engine gold because they result in a steady stream of new content on your site. Most small- to medium-sized businesses don’t often add new pages once a Website goes live. And once a site becomes stagnant, Google crawls it less often since the spiders see the same content repeatedly with no change.

The easiest path to consistently increasing the number of your indexed and ensuring pages and ensuring that you are keeping Google’s attention is through blogging. Even your older blogs will continue to bring steady organic traffic to your site if the posts are relevant and answering questions people are searching for online.

Another benefit of blogging is that it often leads to more inbound links. According to HubSpot, companies who blog receive 97% more inbound links to their Website than those who don’t. These come from other organizations referencing your content or from your organization writing a guest blog post on another site and linking back to your own site, both of which drive referral traffic and give you a significant SEO boost.

Customer (And Prospect!) Engagement

Delivering fresh content regularly not only boosts your SEO, it attracts prospects because it helps them learn from you and understand what you do. It also helps customers stay up to date with your product or service offerings and strengthens their perception of you as a thought leader and expert in the specific areas they care about.

Your blog can direct traffic to specific content and other parts of your website, helping customers and prospects continue learning about your company and your offerings and continue to stay engaged with you over time.

More Leads

More organic traffic coming to your site and more engaged visitors naturally leads to and increases in leads. In fact, according to HubSpot, B2B companies who blog receive 67% more leads than those who do not.

We saw this data play out first-hand at TREW. We first started blogging in 2012, and we could only commit to two posts a month. Over time, the team began blogging weekly and the results could not be ignored: the increased frequency of blog posts directly correlated with an increase in web traffic and leads. We saw that more and more prospects were now finding our website through the blog. With such a proven success, a year later we double the frequency of posts again to twice a week. From here, we have seen web traffic quadruple and leads triple.

Let’s Get Started

Ready to start blogging? One last thing to keep in mind -- all blogs are not created equal. The results you achieve are directly related to quality of your content, the relevancy of your topics, and the frequency of your posts. Once you start your blog, commit to blogging at least twice per month, focus posts around the topics your customers ask you about the most, and engage subject matter experts and leaders throughout your organization to contribute.

To learn more about how engineers want to be reached, watch our on-demand webcast showing the results of our latest survey report.

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Jennifer Dawkins

Account Director

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