We analyzed 502 B2B companies to better understand how they approach content marketing. And to help identify content marketing approaches that work best in the B2B space.
Specifically, we looked at:
- How many B2B companies have a blog
- The types of content are they publishing
- How much organic traffic B2B blogs receive each month
- The characteristics of top performing B2B content
- And more
Now it’s time to share what we discovered.
Our summary findings are as follows:
1. 72% of B2B companies have a blog. Put another way, 28% of B2B companies don’t have a blog.
2. Only 8% of B2B companies solely use their blogs for sharing company-focused, PR-style content.
3. B2B blogs that create education content receive 52% more organic traffic than those that mainly publish content about their company.
4. Only 29% of B2B companies allow comments on their blog posts.
5. 65% of B2B companies use stock images in their blog posts.
6. The most popular call-to-action in B2B content is to highlight “related posts” or “related content”.
7. 35% of companies used “subscribe to our newsletter” as a prominent call-to-action on their blogs.
8. Only 24% of companies use pop-ups on their blogs.
9. On average, B2B blogs receive 282 visits from organic search each month.
10. Top-performing B2B blog posts receive an average of 99 shares on social media and 49 visits per month from organic search.
72% of B2B Companies Have a Blog
Our research found that nearly 3 out of 4 B2B companies have a blog.
Or put another way, 142 of our 502 (28.3%) of B2B companies don’t have a blog.
For most companies, their blog is the main hub of their content marketing efforts. And a key source of organic traffic.
Without a blog, it strongly suggests that 28% of B2B companies are making little investment in their content marketing.
According to FocusVision, B2B decision makers typically consume 13 pieces of content during the buying cycle. Interestingly, the majority of that content is read directly from the vendor’s website.
Which is probably why 46% of B2B marketers plan on investing more in content marketing in the future.
According to our research, the majority of B2B businesses are invested in content marketing and SEO.
However, a fair number of B2B companies are either not using content as part of their marketing approach. Or their content marketing is happening off-site (for example, on social media networks like LinkedIn).
The rest of this report mainly focuses on the majority of B2B companies that do use blogging as part of their content marketing
This article was written by Brian Dean and originally published on Backlinko.