Today, anyone with valuable, relevant content can attract an audience online. Blogging enables firms to become publishers by creating educational content that attracts and engages their audience while building trust and credibility in the process. Having an active blog loaded with quality, original, thought leadership-oriented content should be a top priority in your marketing strategy. We’ve previously discussed the role of thought leadership in the B2B buyer’s journey —and blogging is one of the cornerstones of content marketing. Blogs provide an avenue for prospects to recognize your firm as a subject-matter expert, by providing them with information that they are looking for and/or find relevant to their business. Furthermore, blog content is viewed by 77% of B2B buyers during their purchasing process . Still not convinced that blogging is important for your business? Here are 7 compelling reasons why your company should be blogging. 1. Create value for your target audience Content marketing is all about adding value by sharing relevant information that informs, educates and guides your prospects and clients. So by writing blog posts about topics that are relevant to your audience, you begin to provide value for them, as opposed to just talking about your firm and what you sell. What are their pain points? What challenges do they face? What gaps in information are they lacking that your blog can fill? What problems can you help solve for them through blogging? If a prospect finds value in your blog posts, they are also likely to find value in your services as well. 2. Become an industry thought leader Keeping your prospects engaged over a longer sales cycle is important to nurture the relationship. Blogging provides you with the opportunity to show that you’re an expert and thought leader in your industry by leveraging your technical […]

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