92% of B2B marketers report that lead generation is the #1 goal of their content marketing programs, and B2B companies that create and maintain a high-quality blog generate 67% more leads than companies that don’t.  How are successful B2B marketers achieving these results through blogging?

They Focus on Building Relationships and Spurring Engagement

Blogging programs humanize B2B companies by attaching a face, point of view, and narrative to a name. The most successful B2B blogs feature regular publication frequency and a variety of authors assigned to write about their specific areas of expertise. This allows companies to showcase the breadth of knowledge and capabilities across the organization, building credibility and familiarity. And, when a blog post is published, it’s an invitation to prospects and customers to engage, comment, and request more information.

They Stay on Track with Marketing Objectives

The best blogging programs generate quality leads by mapping closely to the marketing plan. When populating the blog content calendar, it makes sense to start with time-sensitive initiatives – things like conferences, speaking engagements, analyst reports, and product announcements. Once the time-sensitive topics are plugged into the calendar, schedule the vertical topics.  The most effective vertical blogs focus on pervasive pain points. For instance, a data security company could blog about technologies that deliver faster fraud detection for financial services companies. Or, an email service provider could write about how retailers can increase conversion by using mobile locational data to deliver offers via email and SMS to subscribers when they are within proximity of a storefront. The best vertical blog topics focus on prospects’ most pressing concerns and opportunities to stimulate engagement and conversation.

They Focus on the Natural Narrative

When a significant news event surfaces that affects a target vertical - like the series of massive data breaches that dogged the insurance industry a few months ago – it’s critical to be a part of the conversation with a fresh and insightful point of view. Similarly, if a new technology or innovation surfaces, it’s important to take control of the narrative and educate clients and prospects about how this shift will affect their business. Or, if the sales team has engaged with a new high-value prospect, publishing a blog that addresses key pain points specific to this prospect can shorten the sales cycle and secure the deal. The beauty of blogging lies in its agility. With the right resources in place, a B2B technology company should be able to publish a blog post with only a couple of days of lead time at minimal cost for high impact.

They Write for Syndication

Blog syndication is the golden ticket for widening the net , and many outlets will publish well-written, non-commercial company blog posts as-is. Savvy companies repurpose non-commercial blog content for contributed articles in highly targeted horizontal and vertical publications. It’s a powerful and cost-effective way to unify messaging across corporate and editorial channels, remain top-of-mind, and drive leads.