The amount of content online has grown with huge speed during last few years. The guestion is: Does business blogging acctually get results anymore in B2B marketing? Do the companies’ blogposts drown in the sea of other posts? Contents can get expensive to companies if there are no readers for them. Let’s address this issue based on data:
84% of companies say that business blogging is profitable
Research (2017) involving over thousand business bloggers, shows that 84% say that business blogging gets results. Those who spend over 6 hours writing an individual blogpost, tell that they have reached significant results (the avarage time spent on a blogpost is 3,5 hours). Being careless with your blogging you don’t get as good results, this rule is valid in all of your marketing operations.
Suprising is that, on avarage the length of companies’ blogposts has grown: the number of less than 500 words blogposts has decreased and at the same time posts over 2000 words have become more popular. According to the research longer articles produce better results and on avarage the length of a post is usually about 1000 words. You could have imagined that short and easy to read blogposts would get better results.
According to the same research companies that do blogging in B2B-marketing get 67% more leads than the non-blogging ones.
Media consumption in Finland
The research shows us that an avarage Finn consumes media almost 8 hours each day and year by year more of it is used online. A self evident fact but still important to mention, that companies’ blogs also exist online.
In the online use top-list there is still email holding the winning place, probably most of us spend a big part of our day with email. Serving business blogs via email, is very effective in B2B marketing.
Results of active business blogging
Year 2017 (2 posts in a month) we doubled the number of our blogposts at Vine compared to year 2016 (one blogpost in a month). We use around 6 hours on writing an individual blogpost and in addition to adding the number of our blogposts we also added the length of the posts.
Here are the results we got during 2017, with putting more effort into our blogposts, compared to year 2016:
1. Number of blog readers quadrupled
2. Organic search scores increased 35%
3. Number of leads tripled
4. Time spent on reading the posts quadrupled
5. Bounce rate decreased 20%
Kirjoittaja on monissa markkinoinnin ja myynnin liemissä keitetty KTM, jonka Turun murre on jokseenkin siedettävää. Digitaalisuus, analytiikka ja läpinäkyvät tulokset ovat lähellä hänen kuitenkin lämmintä sydäntään. Elisa on kahvihifistelijä, jonka mielestä elämässä tärkeää on tanssiminen, jatkuva muutos ja vapaus syödä aamupalaa mihin kellonaikaan tahansa.