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Why Blogging Is Your B2B Conversion Awesome Sauce

By Carter Severns on

Despite our slightly contrarian ways and flair for disruption, your friendly digital marketing gurus here at Creative Cave can’t help but throw our full weight behind a growing juggernaut -- the powerful blogging industrial complex. It’s just too good, too effective to deny its charms and strength, so we’ve humbly acquiesced to its unique ability to transform an inbound campaign into a ruthless conversion machine.

Are we overstating our case a bit? Perhaps. But not as much as you might think. Blogging’s strength belies its humble roots, no longer teenage ramblings strewn across GeoCities. Instead, blogging is a targeted inbound marketing weapon that drives traffic to your site, establishing your company as a thought leader in a crowded B2B marketplace.

That last part, of course, depends on your inbound campaign’s effectiveness, a topic we’ve discussed several times before. However, if you still need a bit of a push to join the fervent blogging movement, we thought it best to state our case through data rather than our usual lengthy posts. You’re welcome.


Website Traffic

The entire point of an inbound campaign, at least the first component of it, is to drive customers to your site. And those people aren’t going to just stumble upon your website by happenstance. No, it takes a measured and strategic approach to bring them to your door, one that revolves around precise content that informs, compels, and drives those customers further down the funnel. In other words, website traffic is a critical initial step in your search for conversion glory.

  • Companies that devote sufficient effort towards blogging see 55% more visitors to their website
  • Consistent blogging yields up to 6x greater website traffic
  • An informative blog provides 97% more backlinks to a website
  • 11 blogs per month drive 2x the traffic of one per month, and 16 per month drive 3.5x the traffic of 0-4 per month

Obviously, blogging drives traffic to your site, and the more B2B eyeballs you capture the better your odds for conversions. Blogging also becomes self-perpetuating, where the more backlinks you garner, the higher you rank. This dynamic drives even more traffic since 75% of people never scroll past the first page of results.


Lead Generation

As we said, boosting your traffic is only the initial step. Now you must somehow transform that traffic into sales leads to send those customers still further down the funnel. And as if you don’t know where we’re heading with this, blogging just happens to be an extremely potent tool in generating those ever-important leads.

  • Two-thirds of B2B companies that blog see more leads than those that don’t
  • 400-1000 pages of content generates 6x more leads than 51-100 pages
  • SEO-oriented content sees a nearly 15% close rate versus 1.7% for outbound which, amongst other things, speaks to the quality of leads that blogging can produce

Sales come from leads and leads come from traffic. It’s like the circle of life, but different. Blogging not only drives traffic but, just as importantly, creates more high-quality leads that make it easier for your sales team to seal the B2B deal. And that, not coincidentally, take us to our next section.

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Traffic is great, leads are fantastic, but unless they convert into, well, customers, then none of it amounts to much. No matter your industry, you’re in business to make money, pay your employees, keep your stakeholders smiling, and grow. Put another way, ROI is where your bread is buttered, another reason why blogging is so important to your B2B sales cycle.

  • Companies that prioritize blogging are 13x more likely to realize positive ROI
  • Of the nearly 90% of marketers using some semblance of a content strategy, over half of them state that blogging is most effective at generating ROI
  • Businesses with an active blogging strategy see 5x more conversions than those with no blogging strategy

Pretty compelling stuff, right? That’s why we place such an emphasis on blogging in our inbound strategy. It’s effective at every stage of your sales cycle as well as your customers’ buying process. In fact, 81% of online shoppers say they trust the information in a blog, also making it a powerful tool in your branding strategy and ability to build essential bonds with the audience.

Now, as we’ve said before, simply throwing a bunch of empty content onto the internet is not the brand of blogging that all those statistics spoke of. It takes time and effort to create an informative content library, working with skilled writers and subject matter experts (SMEs) to provide real value to the reader. Likewise, tailoring content to each stage of the buying process is the best way to advance your customers down the funnel, but that’s nothing we haven’t discussed before.

Read Next: How B2B Inbound Marketing Can Sustain Continued Growth

As the data points demonstrated, blogging is worth the effort, as long as you make it a priority and approach it with adequate thought, time, and resources. Naturally, if you like what blogging can do for your B2B business but don’t know where to start, Creative Cave is always here to lend you our expertise. You know where to find us.


topicIcon content creation, Content Marketing