How to Generate Leads with a B2B Blog

Prefer audio? Listen here.

“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.

Do I need a blog for my 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.

Here are three reasons why your business needs a blog:

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 a valuable tool in your brand’s marketing toolbox. Once you publish a blog on your website, you now 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.

Blogs help you communicate directly with customers.

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.

SEO is built up with consistent, quality content.

You don’t need to be an expert in search engine optimization (SEO) to know that consistent, quality content helps you increase your position in the 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.

Want more help creating a blog strategy or need support creating consistent, long-form blog posts? Reach out to discuss whether working with a B2B freelance writer is the right move for your brand!