As per the article, most companies (80%) using blogs in their marketing strategy say that they gain customers through this method.
Blogs allow businesses to share high-value industry insights and information, which in turn may help establish a strong online presence for the brand. As cited in the article, over half of B2B marketers (55%) consider such content essential in moving customers through the sales funnel.
While blogs should lead readers through the sales funnel, the sales pitch should not be overbearing. Businesses may achieve better results by maintaining a strong brand voice that includes educational insights and humanising elements that set them apart from the competition.
Companies can create attention-grabbing blogs by using the Strategically Aimed Marketing process, to talk about products that garner the most attention. These blogs should also offer unique insights and a fresh perspective that is not available elsewhere.
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[5 minute read]