Blogging-What’s a B2B Company to Do

Blogging-What’s a B2B Company to Do? If you’re responsible for marketing or business communications at a B2B company and you’re still on the fence about incorporating a blog into your business-aligned communication strategy, this post should be of interest. HiveFive, a Cambridge, Mass.-based internet marketing software solutions company, has released the results of a marketing research survey that suggests many business-to-business companies don’t fully grasp the business opportunities associated with blogging. Some, in fact, see it as a resource drain. Hence, the title of this blog “Blogging-What’s a B2B Company to Do?”.

But the survey, which was administered to more than 100 B2B marketers this past summer, shows that companies that adopt a robust content marketing strategy inclusive of blogging reap benefits twofold. First, they see a marked improvement in search results. In addition, blogs create the perception that the company is staffed with thought leaders (subject matter experts) in its respective industries. And companies see both of these as critical components in the B2B sales process.

The problem is, only 55.3 percent of the companies surveyed have a corporate or industry blog in place. That leaves a full 44.7 percent who admit they have no self-published content marketing program. That doesn’t mean they aren’t making big plans. The survey shows that of the companies that don’t, nearly 82 percent say they plan to have a blog at some point in the future.

As everyone should know by now, blogging won’t do much good if you don’t publish unique content on a regular basis. Of the B2B companies surveyed by HiveFire with a blog already in place, only 11 percent publish new material daily, with another 42 percent indicating they publish new blog posts only once a week. Shockingly, approximately 48 percent of those companies surveyed said they might post one new blog entry — or even less — per month.

Part of the problem with frequency of posts, according to the HiveFire, is that many B2B companies have not appointed a qualified person to oversee their blogs. They do not recognize it as an integral piece of their business communications.

“In many companies, the individuals who can create the most insightful blog content are often outside of marketing,” says Pawan Deshpande, CEO of HiveFire. “For example, the best blogger could be the CTO, but these people are very busy.”

According to Deshpande, B2B blogging often fails in part because the editorial calendar relies on individuals outside of marketing — despite marketing being accountable for the upkeep of the blog. “Many B2B marketers start blogs to project their companies as being on top of their industry with fresh content, but instead they end up with stale and out-of-date content.”

So what’s a B2B company to do? In my professional opinion, B2B executives must link their blogging activities to their company’s business goals. And the way to do that is by creating a business-aligned communication strategy that clearly identifies the company blog as the primary vehicle for driving dynamic messaging and content distribution on their website. Anything less and a B2B blog — as well as any business blog — is destined to stew in mediocrity and do more harm to the business than good.

Blogging-What’s a B2B Company to Do – If you are struggling to blog as a B2B business, give us a call today.

Share on facebook
Share on twitter
Share on linkedin

Enjoy this article? Be the first to see the latest marketing tips from the pros.

Thank You!

Thank you for considering Element212 to support your digital advertising needs. Please check your inbox for an email from Element212 and answer our discovery questionnaire to help us create the best advertising strategy for your business.

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.