Blogging As A B2B Business

Blogging is one of the earliest forms of web content. Since then,  blogs have gone from being essentially online diaries to becoming a valuable marketing tool. Many businesses have turned to blogging in recent years to help boost their site’s SEO and share information with their customers. In fact, 55% of businesses use blogging as their primary way to attract new customers. Blogging has also been shown to reduce marketing spend by 60% and increase site traffic.

This B2B business had posted articles on Medium, but in April, they decided to start hosting the blog on their business’s website. They also began creating videos to accompany some of the blogs. Each blog post was also shared on social media. In the first month, they saw an immediate increase in site traffic.

Before the blog

In March of 2020, just before they began hosting their own blog, their website saw a total of 227 sessions.

Most of these visitors came from organic search. Meaning, they found the website by searching terms related to the business. There was also a good amount coming from direct searches, meaning searches specifically for that site’s URL.

Seeing immediate results

Once they started hosting the blog on their own website, sessions more than doubled. April saw 475 total sessions, with 32% coming from posts on social media.

In May, there were 451 sessions on the site. This small dip is probably from a decrease in content production. In the first month, many articles were re-posted from the Medium publication in addition to the new articles. They also went from sharing multiple blog posts a week on social media to only sharing one a week. 

However, more sessions were coming from social media in May. Meaning, the blog was bringing in nearly a third of all site traffic.

What’s next?

Moving forward, this business needs to refine its blogging strategy. By using Yoast SEO, they can create blogs with higher readability scores and more SEO friendly metadata. Overall, the blog has been extremely useful in boosting that website’s SEO and framing the business as experts in the industry. 

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