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Blog writing for business ventures is a powerful tool to attract the target audience and increase lead generation. For a company to become a trustable brand, it must aim to create content that solves consumer problems and eases their buying journey. According to Semrush, companies that use blogging as a marketing strategy generate 67% more leads per month.
Blogs help create a space where brands can easily share their expertise and connect with potential customers. Throughout the various stages of a sales funnel, marketers require resources to keep prospects interested while also establishing brand affinity. Statistics show that the top three content distribution channels for most B2B companies are website, blog, and email newsletter.
In this blog, I will discuss why blog writing for business growth is still relevant and how any company can get started with it. I will cover the basics of blog writing and strategies to generate valuable content pieces from a single topic.
What is Blog Writing for Business?
Most experts believe that the first blog ever published on the internet was in 1994 by Justin Hall. He created a website called links.net and essentially reviewed HTML examples he found on different links.
Cut to today's time; while the user interface might have advanced, the essence of blogging remains the same: passing on information. A blog post now can be about anything ranging from a slew of entries about daily life to industry experts and corporations sharing their thoughts on the latest technology and upcoming growth. In the midst, blogging for business reloves around two primary goals:
- to bring traction to a website
- to generate quality leads
Business blogging is about achieving these goals through consistent production and sharing of relevant content pieces on websites and other platforms. It aims to create text content that gives insights and advice to the target audience about their common problems and presents services or products as a solution to specific issues.
What are the Benefits of Blog Writing For Businesses
The sole purpose of blogging for businesses remains to produce greater online visibility and brand awareness. But as a bonus, it comes with a plethora of benefits. Let's discuss some of them:
- Easy to Repurpose
As social media and video related-content gain popularity- businesses get overwhelmed with the amount of content needed to remain relevant. To solve this problem, repurposing blogs is the way to go.
Blogs are an inventory of essential information that prospects need. By transforming data into formats like infographics, micro-blogs, social media posts, video scripts, etc., brands can curate content without much hassle.
- Produces Long-term Results
Every business aims to stand out from its competition. It does so by promoting its USPs through various marketing methods. But there is another aspect to becoming a credible brand: customer service.
Having a set of blog posts that give detailed answers to confused prospects helps generate brand authority. Consistent blog creation about essential topics in a targeted industry puts a brand's site at the top of search results and creates a stable traffic flow.
- Helps in Lead Generation
Blog writing for business growth is not just limited to generating traffic but helps in lead generation also. Companies can convert visitors into leads by leveraging the most popular blogs on their websites.
Integrating call-to-action buttons and lead magnets at the end of blog posts motivate visitors to convert and know more about the brand.
If you are looking for an easy way to generate leads through blogs, then check out this article:
How to Generate Leads Through the Blog
What Do You Write in a Business Blog?
Blog writing for business doesn't have to be boring. There are many ways to address industry-related topics creatively. Marketers should not stick to a single format of business blogs and instead diversify their approach to increase outreach.
Here are some blog writing formats businesses can use:
1. Guides
Guides are blogs that have a detailed compilation of information regarding a topic. Creating such blogs takes in-depth research and a multi-dimensional approach where the copywriter must address the target topic from every aspect. Such blogs are bookmark worthy as they answer the what, why, where, how, and significance of specific consumer pain points.
Guides are the perfect resources companies can turn into lead magnets and use for lead generation.
Examples of Guides:
- B2B Lead Nurturing: The Ultimate Guide
- A Simple Guide For Email Nurturing Campaigns With Examples
- Heatmap for UX: Your Complete Guide for Better Conversions
2. How-tos
How-to blog formats are for every marketer that wants to answer a specific consumer question. For example, 'how to build a landing page?' is a question that cannot get answered in a single line and needs a blog of its own. How-to blogs are essential for creating educational content and help prospects easily learn about something new.
Example of How-tos:
- How to Setup Smart Campaigns in Plezi
- How to Create a Lead Scoring Model
- How to Nurture Leads With Middle of the Funnel Lead Generation
3. Listicles
Listicles are blogs with a list of benefits, do's and don'ts, recommendations, step-by-step processes, or features of particular strategies. Prospects looking for quick tips, best practices, or tactics to master a specific topic prefer listicles. Leads who don't have the time to go through long guides love such types of blogs.
Example of Listicles:
- 9 Types of Lead Nurturing Campaigns to Drive Growth
- 5 Lead Nurturing KPIs To Measure for Better User Experience
- 5 Steps To Win Back Lost Leads With Lead Nurturing
4. Comparison
Comparing strategies, products, services, or brands is common in a buyer's journey. Here, businesses help the prospects by giving them comparison blogs that provide leads with the information they need to make a decision. Sharing content that is not biased and discusses the pros & cons and viability of a product or service in different scenarios provides great value to potential prospects.
Examples of Comparison blogs are:
- Lead Generation Vs Lead Nurturing: Everything You Need To Know
- Lead Generation Vs Brand Awareness: Where To Focus Your Effort
- Landing Page vs Website Page: Key Differences Explained
5. Curated
A curated blog is a content piece with all the resources related to a topic compiled in one place. It is a blog that provides prospects with the links and channels they should refer to fetch trustable information. Curated blogs can be a compilation of the latest statistics, comments from industry experts about future trends, videos that are mini-tutorials about complicated topics, etc.
Such blog posts feature content from other businesses and content creators, presenting a great way to expand marketing networks.
Example of a curated blog:
What Types of Businesses Should Have a Blog?
Blog writing for business allows brands to communicate effectively with their target audience. Businesses of all sizes must use blogs to share their expertise with consumers and establish thought leadership. But as the audience for B2B and B2C brands differ, it becomes essential to point out the blog writing styles in both industries.
1. B2C
Business-to-consumer (B2C) blogs target general consumer emotions and talk about day-to-day life problems. Most B2C purchases revolve around emotions and a single person's decision, so the blog length is comparatively lower than B2B. While B2C blogs do not necessarily aim to foster a bond between the brand and its audience, they are entertaining, friendly, and trendy.
Example of B2C blogging:
- G-fuel
G Fuel is an energy drink brand with its target audience as athletes and gamers. The blog content of G fuel focuses on the latest updates about games, tips to master different levels, and trendy topics about gaming. By having various offers integrated with the blogs, the brand aims to generate leads.
As we can see, at the top new flavour announcement is resent, and a pop-up also appears with the latest discount offer.
2. B2B
Business to Business (B2B) blog writing focuses on delivering quality content filled with rational and to-the-point solutions. The writing is professional and educational, providing valuable content that builds brand credibility.
B2B blogs are longer as they give an in-depth analysis of a topic and nurture bonds with the target audience. In B2B, the final purchase decision depends on multiple company executives, so marketers create many blogs on the same topic to showcase authority.
Example of a B2B blogging:
- Orbit Media
Orbit Media is a web design and development company. When you visit their blogging page, you will get bombarded with valuable information related to marketing strategies and quick tips.
They back their blogs with original research and share it through charts, images, and videos, making the content easy to grasp. The blog page's headline, "practical tips for content marketing, analytics, and web designs", says what the blogs will be about.
Important Suggestion: Download the Blog Catalog Sheet, which helps to boost content management and optimizes blog strategies. It simplifies monitoring Calls to Action (CTAs). It helps identify the perfect stage in the buyer's journey for each post, be it Top of Funnel (ToFu), Middle of Funnel (MoFu), or Bottom of Funnel (BoFu).
Conclusion
Blog writing for business works great if you know what information will benefit the customers. A well-established blog helps companies build a dynamic digital presence and serves till the last stage of the sales funnel. It is an excellent channel to share knowledge with the target audience, boosting brand awareness and credibility.
With a proper plan, any company can generate blogs that rank in search results and bring in leads. But building a blog takes time, effort, and the right strategy. By taking inspiration and guidance from various brands and enterprises, one needs to start planning.
Do you know you can leverage blogs for lead nurturing? Check out this guide for B2B lead nurturing to understand the role of blogs and content in it.
B2B Lead Nurturing: The Ultimate Guide
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