To Blog, or Not to Blog, That is the B2B Question–

To Blog, or Not to Blog, That is the B2B QuestionI have been asked, multiple times, whether blogging is a “productive” content marketing strategy for B2B companies.

To keep things simple, the answer is yes. It absolutely is an effective and beneficial aspect of B2B marketing.

Why would anyone read a blog from a B2B company? It seems like it would be a waste of time because their end-result customer is a business, not the community, right?

Let’s take a look at the consumers of B2B products and services… They are CEOs of small businesses or large corporations; they are the Vice President of Marketing or the IT managers… These are all individuals who have a lot to lose if they invest in the wrong product or service; they will lose money for their business (and if you’re thinking selfishly, don’t worry I did too, they will lose money themselves) and if the business is small enough, they could go under.

So our customer looks something like this: a male or a female with a high-position at a business, probably anxious, a little stressed because they need to find the perfect solution for their business need, and overly eager to do as much research as possible to find the best product at the best price from a trustworthy brand.

A trustworthy brand

Let’s say you are this customer for a second (don’t get all anxious on me, it’s just an exercise). You are browsing the Internet trying to find let’s say… A marketing platform that will help you schedule posts, distribute them at “prime times” and help you to manage a bunch of social media profiles that you really can’t handle individually. You find a website with a service that has a nice website, great product descriptions, but that’s it. You don’t see customer reviews, blogs, or any social media integration… Would you trust this company as a solution for your marketing needs?

I wouldn’t!

Blogging allows viewers to see that you are an expert in your field (whether that’s the truth, or you just read a couple of Google articles on the topic). It shows potential customers that you care enough to spend time writing a blog for their benefit. Blogging engages potential customers or individuals interested in the topic, creating an intellectual space for conversation.

Convinced, yet?

If you’re one of those individuals who likes to see lists, here are 5 benefits of blogging I found on the Business2Community website:

  1. Become more sharable.
  2. Drive email and social.
  3. Syndicate your content.
  4. Gain new insight.
  5. Become more discoverable.

Though they go into detail about each of these points, I believe they are self-explanatory. The more you blog, the more visible your company becomes online, the more engagement you instigate, and the more leads you develop. Sounds pretty good, right?

A Cool Statistics Graphic via Google.

A Cool Statistics Graphic via Google.

If you’re one of those masterminds who love statistics, here are some statistics about B2B blogging.

  • A consistent blog generates 55% more traffic to your website
  • Your blog will produce 400% more indexed pages on search engines
  • Over 65% of people who use the internet, use a social network on a consistent basis
  • B2B companies who maintain an active blog will produce 67% more leads per month than companies without a blog
  • If you don’t create a blog ASAP, you will be part of the 19% of B2B companies who doesn’t use a blog

Essentially, blogging is significantly more important for B2B companies than B2C companies.

When you blog, you increase website traffic, create interest in your product or service, instill consumer confidence, establish yourself as the expert in your industry, and engage industry members in a conversation.

If your B2B doesn’t blog, well, you won’t have any of the above mentioned.

On a lighter note, we will be at the PPAI tradeshow in Las Vegas, Nevada from January 13th through the 17th at booth #536. Come visit us with any questions you have regarding B2B, marketing, promotional products, whatever! You name it, we’ll help you.

In the meantime, you can call our office at 1-866-564-6247 or email me at for any questions. Happy Hump Day!

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