Do you want to know why B2B marketers blog?
Just For B2B Marketers: We generally know why B2B marketers blog. We also know that B2B and B2C content marketing tactics and results are different. I often want to know information that applies just to B2B blogging–without B2C data. And I want data just about blogging–without , data about content marketing in general.
It’s a time-consuming problem. Unfortunately, source articles often don’t say whether data is for B2B, B2C, or both. Often, an article title says “B2B blogging statistics”—but it has some combo of B2B and B2C (which is both misleading and annoying). In articles about content marketing in general, there’s also a lot of sifting through the information.
I find this stuggle to find just what I need to be frustrating, and I thought maybe it was frustrating to other B2B bloggers, too.
I really wanted to get just the B2B marketing perspective about blogging, so I finally compiled the list of what B2B bloggers are doing, why they are doing it, and what works.
I’ve scoured the most recent data I could find from the best sources. For convenience, I‘ve sorted them into categories. I’ve included links to my sources where possible. Note that some of these articles, studies, and white papers require registration.
I hope you B2B marketers and bloggers find this useful (and that it saves you time).
B2B Marketers blog for social media presence.
- B2B companies that blog more than 4x a week see the biggest increase in traffic and leads. (PWB)
- B2B marketers that use blogs get 67% more leads than those that do not. (HubSpot)
- 57% of B2B marketers say they’ve gained customers specifically through blogging. (SEO Tribunal)
- 66% of B2B marketers who use blogs generate more leads than those who don’t. (Optinmonster)
B2B marketers blog for buyers and decision-Makers.
- 47% of B2B buyers read 3-5 blog posts before speaking to a salesperson. (DemandGen)
- In 2018, 71% of B2B buyers stated they consumed blog content during their buyer’s journey. That’s up from 66% the previous year. (DemandGen)
- Executives regard blog posts as useful in evaluating business decisions and opportunities, and in understanding their businesses better. 75% use content to research business ideas. (The Economist Group)
- More decision-makers than influencers read blog posts when they are evaluating tech purchases. (Decision-makers 32%; Influencers (23%). (Eccolo Media)
- Executives prefer textual content over video or audio, with 71% finding blog posts useful in making a business decision, more than research reports (51%), briefing papers (27%), and newsletters. (19%). (The Economist Group)
B2B Marketers Blog because they say it’s valuable.
- 59% of B2B marketers consider blogs the most valuable channel. (Demand Metric)
- In 2018, B2B marketers said blog articles are the most effective content format in the awareness stage, with whitepapers in the consideration stage and case studies in the decision stage. (CMI and MarketingProfs)
- In 2016, 78% of B2B businesses favored blogging as a content marketing method. (Social Media Examiner)
- 45% of B2B marketers claim blogging is the most important aspect of their content strategy. (SnapApp)
B2B Bloggers Use Social Media for blogging–A Lot
- B2B marketers use an average of 5 social media platforms to share content (Source: DemandMetric)
- 75% of B2B marketers use blogs in their social media content, compared to 61% of B2C marketers. [SEOTribunal]
B2B marketers blog for strategic content marketing.
- B2B marketers are much more likely to use blogging (75%) when compared to B2C marketers (61%). (Social Media Examiner)
- 80% of B2B marketers use blogs as part of their content marketing strategy. (CMI/MarketProfs)
- 64% of B2B marketers outsource blog copywriting. (TopRank Marketing)
- Top-ranked marketing tactics 98% social media content; 82% case studies; 81% blogs (blogs are equal to newsletters and in-person events) (CMI/MarketProfs)
- B2B content marketers say the effectiveness of tactics are 75% in-person events 66% webinars/webcasts; 65% case studies; 63% white papers; 62% videos; 61% research reports; 60% eNewsletters; 59% blogs; 58% infographics; 58% online presentations (CMI/MarketingProfs)
B2B Blogging is Here to Stay.
There you have it—20 statistics just for you, the B2B marketer and blogger. As you can see, our peers understand there are strong reasons why B2B marketers count on blogging to improve their content marketing strategies and reach their audience. Blogs, when evergreen, are long lasting, help inform decision-makers along their purchasing journey, help with SEO, add indexed pages to websites, and boost overall visibility. Most of all, they help drive valuable traffic.
It’s also true that blogging can be time-consuming, especially if you are committed to publishing high-quality content. That’s why outsourcing is such a popular tactic. If you need support creating high-quality blogs, contact Boston-based Westebbe Marketing, (617) 699-4462, firstname.lastname@example.org.