The power of blogging for B2B marketers shouldn't be underestimated. A good blog can drive Web traffic and improve SEO performance, provide audiences with valuable, sharable content, and help establish an organization as a thought leader in their industry.
Finding the time to produce engaging blog content can be a challenge, but investing that time can pay off when the finished product is successful.
A survey of marketing bloggers from Orbit Media Studios found that 54 percent of bloggers were spending two hours or less per post in 2014, a number that is down to 48 percent in 2015. But trends show that bloggers may be putting more effort into their content.
"A small but growing number of bloggers spend much more time on each post," according to Orbit Media Studios. "Sixteen percent of bloggers spend more than four hours per post (up from 13 percent). Six percent of bloggers spend more than six hours on a typical blog post. Time spent writing the typical blog post has increased 8 percent to more than 2.5 hours per post."
And bloggers would also be wise to focus on quality over quantity when it comes to producing blog content.
"Publishing more often will speed up the demand generation capabilities of your blog, but producing poor quality, uninteresting content will not attract your audience no matter how often you post," according to Xerox's The Channel Partner Connection blog. "It is better to publish something worth reading once a month than churn out unread words more often."
Keeping things simple and getting right to the point is also a good idea when addressing B2B audiences, as their time is valuable.
"B2B buyers are not leisure surfing your content," according to the Channel Partner Connection blog. "In fact, their attention span is only 8.25 seconds. That isn't much time to work with. Your headline has to be compelling and your content succinct. Cutting out unnecessary words and delivering the point quickly is mission critical."
Blogging can also help drive sales, as the content can provide would-be customers with valuable information as they find their way through the sales funnel.
"People want to research on their own time and not be forced through a linear sales process," according to a RankPay blog post. "Your company blog can be the best salesperson you have. It removes 'sales' pressure by giving people enough information to make the right decision at the right time."
B2B content marketing and target audiences
Key differences between B2B and B2C marketing
B2B content marketing trends for 2016