B2B Content Marketing 101: Blogging

B2B Content Marketing 101: BloggingI hear a lot of questions about blogging from B2B business leaders:

  • I want to drive more traffic to my company’s website, so I’m going to write one blog post a month. How fast will my traffic start growing?
  • I already post original content on LinkedIn. Do I really need a blog on my company website, too?”
  • I really just want to drive leads. Why do I need to spend time on a blog?
  • I don’t have time for blogging. Isn’t there a simpler way to improve my website’s SEO?

No matter what your specific content marketing goals are, you need a company blog at the center of your content strategy. Most B2B leaders and marketers know blogging is important, but aren’t always sure why — and many would love to hear that they don’t actually need to be blogging at all.

But here’s the simple truth: Blogging is important. In fact, I’d say it’s the most important part of a solid B2B content marketing strategy. Publishing interesting blog posts on a consistent basis is an important way to win over your prospects and Google’s algorithm.

At Rep Cap, we think of a blog as the hub of all of a company’s content. If you want to drive more traffic, get more leads or grow brand awareness, blogging is the place to start. So, I chose blogging as the first topic in our new B2B Content Marketing 101 series. In this post, I’ll share why blogging matters, how often you should blog, how to set up an editorial calendar and how to repurpose blog posts.

Why Blogging Matters for B2B Companies

First, a few stats:

Beyond leads and traffic, running a regularly-updated blog is a great way to tell your audience who you are and what you stand for. Blogging can help you build connections with industry thought leaders, experts and customers, and it can help you define and clarify your thinking about important industry trends and topics.

As a B2B content marketing agency, we see the benefits of consistent blogging every time we run a marketing report. Our clients have seen their website traffic increase as much as 60 percent in a year’s time, just from committing to regular blogging.

More reading: We love this blogging case study from help desk software company Groove.

How Often Should B2B Companies Blog?

There isn’t a hard and fast rule for how often you should publish new posts on your company blog, but our baseline suggestion for most B2B companies is two times per week. Through a combination of internal and external resources, most companies can make that happen.

Have the resources to blog more often? Do it! HubSpot research shows blogs updated more frequently drive more traffic — 82 percent of marketers who blog daily acquired a customer using their blog, as opposed to 57 percent of marketers who blog monthly.

My only caveat: One good post is always better than 10 rushed, sloppy, poorly written ones. Don’t publish for the sake of publishing. Blog as often as you’re able to provide helpful, useful content for your readers.

How to Set Up an Editorial Calendar for Blogging

Once you’ve decided blogging is an important marketing tool for your company, where should you start?

The secret to a successful blog is a well-executed plan. Decide what your editorial process will look like and what roles you’ll need to fill:

  • Who will set the blog post topics for the month?
  • Who will do the writing, editing and formatting?
  • Who will find images?

Then, map out your blog plan in an editorial calendar. There are a lot of emerging tools out there to help marketers build, organize and update their editorial calendars. But even if you’re just starting in a spreadsheet, it pays to make a plan.

More reading: Get all of our tips for building an effective editorial calendar for content marketing.

How to Repurpose Blog Posts

If your blog is the hub of all of your content marketing, what should you do with posts after you click “publish”?

My answer: repurpose, repurpose, repurpose. Here are some ways to get extra mileage out of your blog posts:

  • Share your most popular blog posts in an email newsletter each month.
  • Share tips and stats from blog posts on social media.
  • Repackage several blog posts on a single topic into a downloadable guide or e-book.
  • Use your blog posts to guide content for events and speaking opportunities.
  • Send relevant blog posts to new leads and customers.

More reading: Read our tips for repurposing content so it doesn’t feel like leftovers.

Need help with your blog planning, writing or editing? That’s what we’re good at! Contact us to find out how we can help.