Originally published January 11, 2023 , updated on July 12, 2024

In the era of steep competition, successful organisations have realised that competing on their B2B products/services is not enough. They rely on superior CX or robust marketing strategies to effectively target their customers. And at the heart of these strategies lies content. Content is truly the king when it comes to B2B businesses. 

However, not all content is created equal. Some forms get better results than others while being more suited for the marketing objectives of B2B businesses and B2B content writing services. The best example of this is blogs, which have emerged as one of the top B2B marketing tactics. Many organisations are enlisting blog writing services to gain a sustained competitive advantage.

So, what is it about blogs that makes them so effective? What are the benefits of using blog content writing services? Let’s find out. 

Importance of Blog Content Writing Services for B2B Marketing

Long gone are the days when blogs were just one of the many tools used in a B2B marketing campaign. Blogs have now found their place as the centre of many content strategies driven by blog writing services. In fact, 77% of Fortune 500 companies have a dedicated blog. Also, companies that blog generate 67% more leads than those that don’t. This increase in the importance of blogs is a result of the strong demand for quality content by customers and decision-makers. 

Blogs can get results for a variety of marketing objectives, and they are relevant across industries and target audiences. A long-term strategy revolving around them can reap unmatched results for any B2B organisation. As a result, organisations often rely on top blog writing services to churn out high-performing blogs.

But what is it that makes blogs the top B2B marketing tactic?

Blogs Drive Visibility and Traffic

The search engine optimisation benefits of blogs are immense. They increase the visibility of B2B businesses multi-fold through high rankings on search engines. This means that every time someone types the relevant keywords, your organisation’s blog could feature as one of the top results. This is quite crucial, especially because 72% of customers use a non-brand keyword before moving on to a branded one. Hence, if you are able to solve their problem through quality blogs, it paves the way for your brand to be visible. By using blog content writing services, you can make blogs the online face of your brand. This visibility, in turn, directs traffic to your website. 

HubSpot research has stated that 42% of companies have acquired a customer through their blogs. The traffic directed to your website creates solid opportunities for brand awareness. However, it is important to understand that each and every blog out there does not perform up to these standards. Blog content writing services use the right mix of keyword density, effective meta titles and descriptions, and various other techniques for a robust SEO strategy that gets results. 

Blogs Lead to Quality Lead Generation

As mentioned, blogs redirect people to landing pages, acting as a goldmine for lead generation. From CTAs to chatbots, various nudges for interactions on landing pages lead to high-quality lead generation for B2B brands. But why are we calling these leads high-quality? 

This is because they are generated through organic traffic. These customers are the ones who came across an SEO-enriched blog on a search engine, liked the content, and developed an interest in your brand. According to Search Engine Journal, while only 1.7% of paid leads convert, leads from SEO have a much higher conversion rate of 14.6%. The combined effects of high visibility, multiple touchpoints, and customers’ problems getting solved lead to the perfect environment for lead conversion. This is why many B2B companies enlist the support of blog writing services whenever they face issues with lead generation and conversions. 

Blogs Educate Potential Clients 

Quality blogs are informative, featuring rich statistics and insights. These features drive readers’ interest but also give your brand an opportunity to educate them in a beneficial way. You can communicate the pain points that your brand solves and reinforce what your brand sells. Blog content writing services use a variety of sources, graphics, and research reports to educate prospects in a manner that adds value. 

Blog Writing Services Give Your Brand a Personality

Blogs speak to your prospects conversationally and insightfully. They create a voice for your brand, making it ‘human’. This helps differentiate your brand from a sea of competitors. Instead of using drab business jargon, blogs provide an opportunity to interact using relatable and personable content. Many blog writing services help brands create a consistent tone and personality that aligns with the target audience. Instead of a faceless entity, your brand can build a rapport with prospects through the expertise of B2B content writing services.

Humanising your brand by giving it a personality allows you to build a relationship with customers. This connection, over a long period of time, is likely to develop into brand loyalty for your B2B business. 

Blogs Position Your Brand as a Thought Leader

A thought leadership blog strategy focuses on authentic content with the aim of sharing information and wisdom. These types of blogs allow you to establish your brand as a leader in the industry. It will increase its visibility and credibility. LinkedIn found that 54% of decision-makers and 48% of C-Suite executives spend more than one hour reading and reviewing thought leadership content. Another study found that two-thirds of marketers surveyed considered thought leadership as their top priority. Also, many of them are looking to use the services of blog content writing services for the same reason. 

Blogs are a great tool for thought leadership positioning. They provide flexibility around word count, visuals, and content structure to best suit your needs. They can help establish your brand as a force to reckon with in the industry, leading to enhanced marketing and business outcomes. 

Blogs Are Cost-Effective

Paid advertising campaigns only get you results as long as you continue to put money into them. However, blogs provide you with results over a long period of time. As you produce more and more blogs, you continually grow traffic to your website without necessarily increasing the budget you spend. According to this study, content marketing costs 62% less than traditional advertising, while another states that 82% of blog marketers witness positive ROI for their inbound marketing. 

Blogs are also more scalable and feasible as a long-term strategy than paid promotional campaigns that require a significant investment. You can even use the expertise of many blog writing services at affordable rates to boost your content marketing strategy. It is safe to say that the cost savings of making blogs and content the centre of your marketing are too impressive to overlook. 

Blogs Can Feature Multiple Media Formats

The possibilities are truly endless when it comes to blogs. Multiple media and content formats can be used in blogs to make them engaging and interesting, from rich text to eye-catching visuals and even embedded videos. By supporting an array of media formats, blogs allow you to simplify and communicate your message in the most effective way possible to the target audience. 

Blog writing services often have graphic designers in their teams. They work towards increasing the appeal of blogs through creating eye-catching visuals, infographics, and charts. You can also link whitepapers, reports, videos, and any other content produced by your organisation in your blogs to reap the maximum benefits. 

Blog Writing Services Can Support Any Marketing Objective

As we have been communicating, blogs are highly versatile and flexible. They support a diverse variety of choices as per your requirements. Blogs can drive various marketing objectives, such as 

• Brand visibility and awareness
• Building trust and loyalty 
• Lead generation and conversion 
• Engaging with the audience 
• Brand positioning, and so on.

Blog writing services start by understanding your brand, industry, and target audience. They then focus on the marketing and business objectives to create a customised content marketing strategy. By modifying and finetuning the elements of blogs, many of these strategies can be successfully implemented by blog content writing services.

Blogs Allow for Content Repurposing

The content created for a blog is not limited to a single website post. With a few tweaks, it can be used for multiple platforms, and parts of it can even be used on social media. The content used in blogs can also act as a foundation for the creation of infographics, videos, and newsletters. 

This also helps in maintaining consistent messaging across various platforms and content formats, as the source behind them is the same. Therefore, blog content writing services often use blogs as a starting point to develop other elements for the overall marketing strategy. 

Blogs Lead to Long-Term Success

If you are looking for a consistent, scalable, and reliable strategy for long-term benefits, blogs are the perfect match for you. The demand for content is never-ending, and blogs can be a perennial feature in your marketing efforts. Moreover, the consistency and frequency of blogs over a long period of time will allow your brand to reap the maximum benefits of this strategy. 

Being cost-effective and flexible, blogs should definitely be used to create a sustained competitive advantage for your B2B business. While many organisations face issues in developing in-house expertise and commitment to make blogs a long-term strategy, this problem can be easily resolved by outsourcing your needs to blog writing services. 

This list can continue, but we hope that the message has been clearly established by now. Blogs have the potential to be the sustained driver of your content strategy, linking your marketing efforts to your business goals. As you appreciate the importance of blogs, you might wonder, “How can I make the most out of blogs?”. Here are some tips and tricks that might come in handy. 

Tips for Creating High-Performing Blogs

Blog content writing services use a variety of techniques to maximise the impact of blogs. Some of these best practices include: 

• Start by creating personas for your multiple audience segments to better understand the type of content you need.
• Use various SEO techniques, such as meta titles and meta descriptions, to capitalise on target keywords. Incorporating links and alt texts can also go a long way in increasing the visibility and ranking of your blogs. 
• Instead of making your blogs look like chunks of text put together, you can add aesthetic visuals and eye-catching graphics to get your message across effectively. 
• Incorporating Calls To Action (CTAs) in your blogs can bolster lead generation. 

The potential benefits of blogs can only be reaped through consistent commitment. Blogs need to be churned out frequently while adhering to high-quality standards and using the above-mentioned techniques for them to work their magic. While this might sound like an uphill task, outsourcing it to blog content writing services can empower you to reap these benefits. It happens without going through the hassles of producing them in-house. 

How Can You Benefit From Our Blog Writing Services?

Blogs can be the star of your content marketing strategy, tying beautifully to your business objectives. At Goodman Lantern, we provide one of the top blog content writing services delivered by our seasoned writers with experience creating high-performing blogs. Partnering with us can get you started on a continued journey of competitive advantage and marketing success by leveraging the power of blogs. 

Book a call or send us an email to take your marketing to the next level. 

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