{"id":4694,"date":"2017-02-20T15:58:46","date_gmt":"2017-02-20T20:58:46","guid":{"rendered":"https:\/\/element212.com\/?p=4694"},"modified":"2023-09-15T12:53:30","modified_gmt":"2023-09-15T16:53:30","slug":"blogging-whats-a-b2b-company-to-do","status":"publish","type":"post","link":"https:\/\/element212.com\/blogging-whats-a-b2b-company-to-do\/","title":{"rendered":"Blogging-What\u2019s a B2B Company to Do"},"content":{"rendered":"

Blogging-What\u2019s a B2B Company to Do?<\/a> If you\u2019re responsible for marketing or business communications at a B2B company and you\u2019re still on the fence about incorporating a blog into your business-aligned communication strategy, this post should be of interest. HiveFive<\/a>, 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\u2019t 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\u2019s a B2B Company to Do?”.<\/p>\n

But the survey, which was administered to more than 100 B2B marketers<\/a> this past summer, shows that companies that adopt a robust content marketing strategy<\/a> 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.<\/p>\n

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\u2019t mean they aren\u2019t making big plans. The survey shows that of the companies that don\u2019t, nearly 82 percent say they plan to have a blog at some point in the future.<\/p>\n

As everyone should know by now, blogging won\u2019t do much good if you don\u2019t 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 \u2014 or even less \u2014 per month.<\/p>\n

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.<\/p>\n

\u201cIn many companies, the individuals who can create the most insightful blog content <\/a>are often outside of marketing,\u201d says Pawan Deshpande, CEO of HiveFire. \u201cFor example, the best blogger could be the CTO, but these people are very busy.\u201d<\/p>\n

According to Deshpande, B2B blogging often fails in part because the editorial calendar relies on individuals outside of marketing \u2014 despite marketing being accountable for the upkeep of the blog. \u201cMany 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.\u201d<\/p>\n

So what\u2019s a B2B company to do? In my professional opinion, B2B executives must link their blogging activities to their company\u2019s 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 \u2014 as well as any business blog \u2014 is destined to stew in mediocrity and do more harm to the business than good.<\/p>\n

Blogging-What\u2019s a B2B Company to Do – If you are struggling to blog\u00a0as a B2B business, give us a call today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Blogging-What\u2019s a B2B Company to Do?<\/a> If you\u2019re responsible for marketing or business communications at a B2B company and you\u2019re still on the fence about incorporating a blog into your business-aligned communication strategy, this post should be of interest. HiveFive<\/a>, 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\u2019t 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\u2019s a B2B Company to Do?”.<\/p>\n","protected":false},"author":3,"featured_media":10236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42],"tags":[95,96],"yoast_head":"\nBlogging-What\u2019s a B2B Company to Do - Element212<\/title>\n<meta name=\"description\" content=\"Blogging-What\u2019s a B2B Company to Do - Element212 - B2B executives must link their blogging activities to their company\u2019s business goals.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/element212.com\/blogging-whats-a-b2b-company-to-do\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Blogging-What\u2019s a B2B Company to Do - Element212\" \/>\n<meta property=\"og:description\" content=\"Blogging-What\u2019s a B2B Company to Do - 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