Are you on the fence about blogging? Well, it's time to get off that fence. More and more B2B companies are joining others in their industry to go from testing this trend to actually implementing it as a solid business practice. From thought leadership and brand awareness to SEO and lead generation -- there are few areas of marketing that don't benefit from blogging. That's why nearly 45% of marketers say blogging is the #1 most important piece of their content strategy. Here are 5 top reasons why you need to blog:
1. Long-term ROI and Tremendous SEO Success with content marketing rarely happens by accident. You have to make blogging a priority if you want to achieve the best results. Marketers who prioritize blogging are 13x more likely to achieve positive ROI from their efforts. A large amount of your traffic is coming from content that wasn't even created in the past six months, so the long-term impact is a great return on your investment of time. Every time an authoritative website links to a blog post, your entire website reaps the SEO benefits. Attracting links is much easier with high-quality, engaging blog content. It may even be shared among friends in a viral world. That's why companies who blog receive 96% more links to their website.
But don't just post it and forget it. By touching up your archived content on your site regularly with new trending key words, you will help web crawlers find you over and over again. More visits = more reviews from your target audience. More reviews from your target audience = higher quality leads. That's a great long-term investment.
2. What's the Frequency Kenneth? Blogging more often is more effective. If you can blog more consistently and find a way to accurately measure it with your comments or shares, you can easily surpass your competition. Engagement has emerged according to many B2B marketers, but the top 3 reasons 60% of B2B marketers struggle with blogging is (1) the lack of bandwidth to create enough engaging content, (2) being consistent with the frequency of posts , and (3) measuring and pivoting for effectiveness. This is when considering help and contracting with freelance writers to keep the ideas and content flowing, posting and boosting could be beneficial. While more bloggers reported publishing on a daily basis last year, 66% are still publishing less often than daily, but more often than monthly. Daily blogging isn't ideal or practical for most businesses. However, a stretch goal should be to post weekly so that you maximize your lead generation potential. Plus, publishing more frequently may not only boost your traffic, it could separate you from your competition!
3. More Leads! Facts are facts. B2B companies with a blog receive more leads than those that don't. No single or traditional lead generation program is as simple or more cost effective than blogging is for B2B marketers. B2B marketers that use blogs reported getting 67% more leads than those that do not. As long as there are people in this world who are using Google as their primary resource to ask questions about anything - there will be people using Google to ask questions about your products or services.
Your blogs should include content for all stages of the funnel and can even be the jump start that directs your prospects on where to go within that funnel. While top-of-the-funnel content is likely to draw in new people, more middle-of-the-funnel content will start laying the foundation of working with your organizations for considering your product. In fact, 47% of buyers view 3-5 pieces of content on average before even engaging with a sales rep. Your blogs can encourage that journey. Overall, that produces more leads.
4. Capturing Your Buyers Journey with Content
While the buyers journey should feel like a natural progression for your leads, creating that experience requires purposeful planning and mapping from your blogs to premium content. More than 50% of business owners are reporting that content management is "very important" or "absolutely critical" to creating a cohesive buyers journey. Long blog content tends to perform better in search engines and average word count numbers have increased in the last couple of years. The average word count of top-ranking content (in Google) is between 1,140 - 1,285 words. Blogging continues to get more competitive and Google favors in-depth content that provides a tone of value over short blog posts that used to be the norm. This blog is actually running a little short of that - right under a 1,000 words.
5. On the Rise and Here to Stay
In the early days of inbound marketing, blogs weren't taken very seriously. However, today blogs are viewed as one of the most valuable and credible sources of information. They have been rated as one of the most trusted sources for accurate online information. Now, you just need to make sure that your blog lives up to the hype! As a friendly reminder, always make your blog stand out. Use headers, videos and other visual tools to make the most important pieces of your blog get noticed and remembered. In fact, blog articles with images get 94% more views. And always make sure your blog is mobile friendly too! That's why we added the image to this blog, but also included a link where you can find even more great information with an infographic.
Speaking of which, to learn more about why you need to get off the fence and start blogging - check out this Tip Sheet that includes an infographic with the Top 12 Reasons You Need to Blog!
About the Author: Brooklyn White is Marketing Director for Cahaba Media Group and has spent 20 years evolving the craft of content marketing from the print to digital world. Her passions include writing, design and getting remarkable results from content marketing campaigns that not only generate leads, but educates - informs - and turns prospects and customers into your biggest advocates.