Why Every B2B Needs a Blog [Statistics]
Lately I’ve noticed a curious trend in inquiries I get from companies seeking our blogging services.
Not only are they all B2B businesses — they’re all coming from niche B2B industries that I would never have pegged as would-be bloggers.
But lo, these marketers are ready to open up their budgets and devote real resources to developing a powerful, audience-focused blog. Why is that … and why now?
I believe we can find some answers in Content Marketing Institute’s report B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America.
Every year, CMI surveys thousands of B2B marketers around the globe to find out how content marketing fits into their strategies. This year’s report includes some compelling numbers that show just what a big deal blogging has become in the B2B world:
88 percent of B2B marketers use content marketing (tweet this)
Why this matters: Many B2B marketers didn’t give a hang about content marketing … until they saw what their competitors were doing. Even folks who were the undisputed market leaders in their niche have seen the writing on the wall and taken action.
Question to consider: Put 100 B2B marketers in a room and 88 percent of them will be engaged in content marketing, which means many of them will be blogging. What are the odds that at least one of your competitors would be in that group … and how much longer can you afford to ignore them?
81 percent of those B2B content marketers are blogging (tweet this)
Why this matters: According to CMI’s survey, blogging is the third most popular B2B content marketing activity, ranking behind only social media and case studies. Clearly blogging has emerged from the “nice to have” back burner as more and more marketers recognize its power in generating traffic — and business.
I’d be willing to bet that not all of those 81-percenters are newbie bloggers either. Some of them have probably been at this blogging thing for a while. They’ve had time to get better at it … and they’ve had time to build up a solid audience.
Question to consider: If you still don’t have a blog for your B2B brand, chances are you’re falling behind at least one or two of your competitors. Will 2016 be the year you start to make some headway … or let that gap get even wider?
Ready to take your own B2B blogging skills to the next level?
Download our free e-book Ninja Secrets of B2B Blogging today.
B2B marketers expect to do more content marketing – and spend more money on it — in 2016
Why this matters: Just how much content are these folks producing? Well, whatever they did in 2015, 76 percent expect to do more this year … and 51 percent say they will be increasing their content marketing budgets. (tweet this)
Of course, this number represents companies’ overall content marketing budget, but we would be remiss if we didn’t consider the likelihood that at least part of that increase will go towards the blog. Towards better tools. Towards better graphics. Towards dedicated writers, editors, and other resources that will help them make their blogs even better.
Question to consider: B2B marketers are not only on board with content marketing, including blogging — they’re doing more of it and devoting more resources. Would you rather be taking the first baby steps on your own journey to blogging greatness … or leave it on the back burner for another year?
A final word about B2B blogging
Sometimes when I bring up blogging to prospective clients, I hear a lot of groaning about how long it takes for a blog to gain traction and generate real results. And I agree — it takes time. The question I ask them is this:
“One year from now, you can either be starting to see some solid results from your blog … or you can be starting from square one. Where would you rather be?”
About the Author
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.
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