Are you in charge of blogging for your business? If so, I have good news and bad news.
Here's the good news: you're working for a company that's embracing a marketing strategy built for the 21st century. Blogging takes advantage of the fact that so many potential buyers use search engines. In August 2021, for example, people conducted 5.7 million Google searches worldwide in a single minute.
Even back in 2015, “89% of B2B researchers use[d] the internet during the B2B research process” (Google). How many more might be researching online now?
And the bad news? Blogging can be a lot of work. While creating content can be relatively inexpensive compared to channels like paid search advertising, it does take time. And when you're doing it right, a lot of it.
So, how do you do it right? I could write pages and pages of blogging DOs and DON'Ts, but if your post meets these five criteria, you're on the right track.