Blogs: The Pillars of B2B Social Media Strategies

03.16.2011 | Melissa Liton

We often get questions from our clients, particularly in the B2B space, around the value of blogging. Do people really read blogs anymore? Why invest in a blog over Twitter or Facebook? How do you launch a successful blog? The reality is that today’s businesses are driven by data, insight and engagement with their target audiences making blogging a key fundamental in any B2B social media strategy.

While many B2B companies believe that blogs are tailored for more consumer oriented brands, there are a number of excellent B2B corporate blogs including Oracle, SAP and Ariba that are leveraging this platform as a vehicle to establish thought leadership, increase awareness and visibility and drive online engagement and traffic.

I was excited when I recently came across an interesting article on Social Media Today surrounding B2B blogging trends for 2011. The trends were gathered vis-à-vis a survey by the founders of B2B Marketing Zone who interviewed B2B marketing professionals and PR bloggers. Some of the 2011 trends outlined include the following:

B2B Blogging Will Grow – “Given the increasing popularity of inbound/content marketing (and the declining effectiveness of advertising), more companies will start blogs in 2011.” While less than half of today’s B2B companies have blogs according to the article, there is a significant opportunity to establish thought leadership and drive additional traffic to your website which will lead to an increase in B2B blogs in 2011.

B2B Blogs = Big Value – In addition to positioning a company as an expert, a B2B blog provides an opportunity to provide new and existing customers with “frequent updates versus static websites.” Additionally, according to the survey there is a, “direct correlation between blogging and B2B customer acquisition” making blogs a viable platform to help drive sales.

Content is King – As more B2B marketers are tasked with driving online content that translates into leads, blogging will become a critical component for delivering compelling content. As with any type of blog, to achieve success and effectively engage and drive readers to return, topics must be relevant, timely and regularly updated.

These trends come as no surprise given what we’re seeing with our clients. A significant portion of our PR plans for this year include establishing a B2B blog or up leveling current blog activity. It will be exciting to measure the results at the end of the year to see if these trends are on par and we were able to move the needle to help organizations meet their business objectives.

Do you have any favorite B2B blogs? I’d love to hear about any successful examples, drop us a line!


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Filed under: Business to Business, COMMUNIQUÉ PR, Positioning, Social media, Strategy

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