Why Every B2B Digital Marketing Campaign Should Include a Company Blog
Content is king in the world of business, and a company blog is essential to any business’s content strategy. B2B marketing places a severe emphasis on content marketing.
Every digital marketing campaign focuses on developing a company blog. But why?
Because of its impact.
Corporate blogs play a huge role in business. They drive new traffic to your site and put eyes on your company.
Companies emphazing on their corporate blogs get 97% more links to their website, 434% more indexed pages, and 55% more visitors.
You don’t have to be an expert on digital marketing to know how valuable this is.
But what is a blog? And how does a business create a company blog that engages with potential customers?
Also, are there any useful tools to use?
Continue reading to find out.
What is a Blog?
This section might be a bit on the basic level of things but remember, we all started somewhere. The blog scene is blowing up, and every business owner is investing in company blogs. But what is a blog?
You’re about to find out.
The exact definition that’ll make you yawn is “a website containing a writer’s or a group of writers’ own experiences, observations, opinions, etc., and often having images and links to other websites.” But let’s go a step further.
A blog includes articles on anything and everything. We write these articles with a purpose. And that purpose is to engage with an audience and sell a product or service.
The key to writing a great blog article is to make the content engaging. Find topics relating to your niche that are easier to cover in an engaging way than others. Or, go all out and challenge yourself to make your writing unique.
All in all, focusing your content writing on the audience you’re trying to appeal to will go a long way. Just remember, blogging is all about engaging your audience.
Putting forth quality content writing for corporate blogs means your company blog must be informative and engaging. You want to establish your business as an authority. And the best way to do this is to provide value through your content.
What can a company blog do for your business?
Well, when asked, 71% of bloggers working on blogs for businesses claim they’ve seen an increase in their visibility within their industries as a result of their blogs.
Convinced yet? Read on.
Establishing Trust With a Company Blog
Your target demographic needs to trust your business as an authority in your field.
Allow me to elaborate.
An authority is an expert. Being viewed as an expert is beneficial because when someone has a question about your niche, your business becomes the go-to.
But you can’t just become an authority. You have to write about industry-related topics and maintain some consistency.
The goal is to demonstrate your expertise periodically over time through your company blog.
Furthermore, there’s a certain level of transparency that business blogging allows. And this is something that attracts eyes.
Corporate blog sites that emphasize on being transparent through their blogs gain trust. The achievable trust includes individuals working within the organization. In turn, this builds brand loyalty all around.
Just ask TransparentBusiness.com how vital transparency is! They built an entire company around helping small businesses incorporate the concept!
But transparency is not limited to the innards of a small business; it radiates to its audience as well.
By providing viewers with a window to view into your business, you’re actively inviting them to engage with your company.
You’re telling them, “Here’s my business. I have nothing to hide!”
And they appreciate that.
3 Essential Tools Corporate Blogs Should Use
BuzzSumo is serious when it comes to analyzing which content is performing the best for any topic or competitor. In turn, you’ll be able to determine how your content will perform.
Here’s how it works:
First, you type in a keyword related to your industry into the search.
For this article, I typed in "company blog."
Then click “Search.”
The above is just one of the results I got.
BuzzSumo finds the top content relating to the keyword you input and displays it. The value is here because you’ll see what works for engagement and how effective other content is.
Various giants in several industries use BuzzSumo, including Expedia, HubSpot, Yahoo! and IBM. And it’s not hard to see why.
This tool provides valuable insight that can help you focus your company blog on engaging topics. And that’s just the free version!
A paid subscription to BuzzSumo starts with a free 7-day trial and gives access to various other tools. These tools include a Facebook Analyzer, Question Analyzer, Trending Now, Backlinks, Influencers, and Monitoring tools.
And I’m sure I might even be missing some of the awesome things Buzzsumo offers.
For blog content strategy tools, BuzzSumo is where it’s at.
KeywordTool.io is a keyword research tool that will open up your blog topic to various possibilities. With this tool, you’ll have as many as 750 suggestions for keywords during each search.
And with it pulling information straight from Google’s autocomplete engine, you’ll get plenty of long-tail keyword suggestions you’ll incorporate into your articles.
Start out by typing in a keyword and pressing “Search.”
Again, I used "company blog."
Once you hit the “Search” button, KeywordTool.io will pull up a plethora of keywords you’ll use to improve your article. The tool can help you with structuring your blog article as well.
Upgrading to the Pro version of KeywordTool.io comes with a bunch of great features. And it’s not going to break the bank at just $88 per month.
You’ll have access to Search Volume Data, Cost-Per-Click Data, AdWords Competition Data, twice as many keywords, Competitor Keyword Analysis, and Bulk Search Volume Analysis.
And you’ll even save money if you opt for the annual subscription!
It comes with a 30-day money back guarantee too. With so many significant companies using it (eBay, Uber, TripAdvisor, Capital One, etc.), it’s obvious how valuable this tool will be for any company blog.
Entrepreneurs just getting started don’t always have money on hand to invest in custom photos for each post. And company blogs need images.
This is where Unsplash comes to the rescue.
Blog articles that use images receive 94% more views, making Unsplash a valuable asset.
The images are royalty-free, meaning you don’t have to pay for them.
Here’s how it works:
Unsplash pulls up thousands of images associated with the keyword. The tool provides you with the royalty-free images you’ll use in your blog articles.
The Company Blog Takeaway
A company blog can contain anything you feel will provide value to your audience. Corporate blogging is something every entrepreneur should take part in because it will help grow a business and build brand trust.
Now that you understand the importance of having a company blog, focus on developing it with these tools.