Four Reasons you need Blog Content

Blogging has become a mainstay for businesses content strategies, but I always hear objections because within the organization people don’t understand why blogging actually matters. In many cases, it simply comes down to a misalignment of expectations. Blogs are one of the most versatile types of content, which is great, but that is also the reason their becomes a misalignment on how blogging will actually impact business performance. Blogs are great for positioning a firm as a thought leader to increase website traffic, assisting in lead generation, lead nurturing, and sales enablement. Here are 5 reasons why your business needs to blog and how to review performance to your business.

Sales Enablement:  help your sales reps nurture and close deals with great content

For B2B organizations sales reps are the front line and too often are left with lackluster content. They have a pitch deck, a sell sheet, and maybe a few brochures, but they don’t have a good selection of content to address objections or help educate and nurture. Work with your sales team to answer the most common questions and issues they hear from prospects and create content for sales reps to use and share during the sales process. Typically these blogs are longer and more detailed in nature, think more like 900-1,200 words with lots of images, maybe even videos to help really get the information across.

Lead Nurturing:  stay top of mind and keep educating your buyer

How long is your sales cycle, 6, 9, 12, 18 months? By having a solid grouping of blog content you can have automated email campaigns to consistently share relevant blog content to make sure you stay top of mind. Rather than focusing on all new content, you can create a curated group of blog topics that you share over time to really drive home key elements of your product or service offering. As you create new blog posts, as long as you have a blog rss email setup your subscribers will also get timely new content. Both ways are great uses of blog content to nurture and educate your prospective buyers during those long sales cycles.

Lead Generation:  if they like the content give them a little more

As an un-gated content asset, blogs become a great format to showcase expertise and build credibility with your audience. Now that you have them, keep them around a little longer. The easiest way is to simply ask for an email for the reader to get notified of new content. But what we can also do is really optimize blogs to generate good leads. Ideally, each blog post will have a connection to some next step in the buying process. Whether it is an ask to talk to sales, download an eBook, or take an assessment. For example, right here I could have an offer such as…
Let’s talk about your blog and content strategy
[book 30-min on my calendar]

Thought Leadership and SEO:  bring more and more people into your funnel

I like to save this for last because for most B2B organizations the SEO benefits from your blogging strategy will take months before you start to see an improvement. Due to the constant algorithm changes by Google the best SEO strategy is to focus on your buyers, the actual people and not the algorithm. You can only cheat the system for so long before you get burned. So with that out of the way blogs are great owned content assets that can be easily shared on social, can be optimized for SEO to improve organic traffics, with a sound backlinking strategy you can also get inbound links to add more referral traffic (and boost SEO). You can also amplify the reach of your post by putting paid ad spend behind it.

As you can see blogs are extremely versatile and should be a core element of your content marketing strategy. Just remember no blog is great at addressing each of these business goals. Make sure to focus your post on a single persona, a single need, and a single goal. Then review the performance and see how you need to adjust the post. You might find a great post created for sales enablement could become a great lead generation piece if you just add a few CTAs. If you are ready to create and execute on a great content strategy let’s find a time to chat

main author