Apr 26, 2023
7 Reasons Why You Shouldn't Give Up on Blog Marketing
What is inbound marketing? Benefits of Blogging for Business. Repurpose your blog content for social media. Help drive traffic to your website. Convert traffic into leads. See lasting effects.
💬 What is inbound marketing?
💬 Buyer Journey Stages
💍 Journey stages
💍 Customer stages
🎯Benefits of Blogging for Business
👀 I recommend this content to people like this!
Hey guys, have you ever heard of the two completely different positions people take on blog marketing?
💁🏻♀️Here's the first position: "It's 2023, and there's a lot of interesting video content on YouTube and Netflix, and the consumption of video content is expanding accordingly. In the era of video content, where supply and demand are both overwhelming, can blogs, which require long reads, still be influential as a marketing tool? Moreover, in a time when the supply of blog content is high, but the demand is not increasing significantly, and it's getting harder and harder to get top placement, can we still say that blog marketing is influential?"
💁🏽♂️ The second position: "Blog marketing is still influential. With nearly 4 billion people connected to the internet globally, the impact of blog marketing cannot be ignored. For consumers, blogs are still the last step in the purchase journey, and there is no other marketing tool that can influence product trust/intent to purchase."
Which argument do you think is correct?
In our opinion, there's definitely a lot of truth to both, but from a B2B company's perspective, I think the power of blogging is "still essential" from a "branding" standpoint to raise awareness and secure ongoing revenue. Branding can only be extended when companies and consumers are connected, and blog content is an excellent tool for that connection. This is because blogs can be used for inbound marketing, driving traffic, lead generation, and more.
If you don't already understand what inbound marketing is, here's a good place to start.
The stages of the buyer's journey can be easily understood through the Flywheel of Hubspot.
- Attract - Increasing the number of visitors through your own organic content (strengthening your touch points with customers).
- Engage - converting leads/traffic to your site (encouraging customers to take action - learn more about them and build a deeper relationship with them)
- Delight - Achieving your customer's goals, so they become your advocates (growth)
→ The more you go through these three cyclical phases, the more your company grows.
- Stranger - unidentified, unspecified audience that hasn't yet been given any information.
- Prospects - an audience from which a lead has been generated (i.e., information has been identified with direct input from the customer through a tool like an application form), but is not yet clearly at the customer stage.
- Customers - customers
- Promoters - advocates
If you've made it this far, I'm going to talk about seven reasons why B2B companies shouldn't give up on blog marketing as a way to keep their customers happy and their company growing. If you're on the fence about running a B2B blog, let's start by identifying the benefits of business blogging and rebuilding a blog content strategy that works for your company.
Of course, there are many ways to drive traffic. You can use outbound tactics, or you can run paid ads, but a blog marketing strategy that involves attracting new traffic or readers through organic, self-published content and optimizing your site for search engines is a great way to do it in the long run, as opposed to other methods that require you to constantly spend money.
Every piece of blog content you publish is another outlet for people to share on social networks like Twitter, LinkedIn, Facebook, and Pinterest. This gives you the opportunity to write content and expose your business to new readers who may not yet know you exist.
This also helps us maintain our social media presence. Instead of asking your social media managers to create new content for your social media, your blog can serve as a content repository. You can use your blog content to strengthen your social reach and drive new website visitors to your blog through your social channels, creating a closed loop.
The traffic you drive to your site through your blog can soon be converted into leads. Of course, not all traffic will turn into leads, but if we add calls-to-action (CTAs) to our blog content, publish good quality content consistently, and generate a lot of traffic, we'll end up with more leads.
🍀Tip: If "consistency" used to be the only virtue of blogging, now it's all about consistency + authenticity + expertise + additional information that gives customers what they want.
The best business blogs are able to answer common questions that readers and customers have. If you consistently write valuable content or articles for your target audience, your blog will be perceived as an industry leader or authority, and this will generate a steady stream of readers.
🍀Tip: As we go through this process, we can get a clearer understanding of our persona through blogging.
Backlinks are an important factor that experts agree is a big part of what Google's algorithm considers when ranking sites on search engine results pages. This ties in with #4 above, but links to authoritative websites tell Google that your blog is a trusted expert in your industry.
Another benefit of backlinks is that they help build domain authority, which improves your overall findability in search engines. So your blogging can play an excellent role in creating a cycle where your business is recognized as an expert on the internet, which in turn creates an influx of customers.
With something like euro ads, you'll notice the lack of traffic the moment you stop advertising. But with blogging, once you get it up to a certain level, you can generate traffic and leads continuously and automatically. You won't see results immediately, but over time you can expect a predictable amount of traffic and leads for your business with no additional resources to put in.
→ Getting repeated, ongoing value from this older content is a major benefit of blogging.
The last benefit of blogging is that it helps us share news about our company. A blog can share news, product use cases, expert interviews, trade show coverage, and much more that highlights your company's latest information. This variety of news and content adds a human touch to your company's brand, which can be a great way to make your brand more likable.
“More traffic, leads, expert authority, and better relationships with customers"
These are all virtues that a B2B company should have, and a business blog holds the key. So, align your company's direction, create a blogging strategy, and start making a big impact on your marketing efforts with business blogging. If you're still struggling to get started, start blogging with inblog.
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