Blogs are typically considered an essential part of digital marketing efforts for B2B organizations. Content marketing focused on thought leadership and long-form editorials pulls in large amounts of viewers through unique insights and sophisticated perspectives.
However, some B2B companies may wonder if long-form blog posts can compete with new forms of content marketing. According to HubSpot, marketers that prioritize long-form blogging are 13 times more likely to see positive ROI (1). Meanwhile, video is a reliable tool for generating impressions and increasing brand awareness in a shareable format that is quick and easy to digest.
Is long-form blogging still worth the investment with video content rising to prominence? Longer, thoughtful content is still useful, relevant and reliable for four reasons:
1. SEO utilization
Long-form blogs often use multiple keywords over a set word count that increases SEO. This is known as keywording. Keywording has multiple benefits, including a higher rate of showing up on SERPs. However, some blogs use unethical practices such as keyword stuffing, according to Forbes (2). This is the practice of cramming unrelated keywords of many sorts in invisible fonts in the background of a webpage. Marketers should use long-form editorials and keywords spaced properly throughout an article to increase SEO and avoid penalization by Google’s algorithms.
2. Brand personality and image
Blogs also help give businesses personality. For example, a business that works with back-end developers for financial firms may find difficulty giving itself personality on a webpage due to dry subject matter. Long-form blogging gives brands such as these the opportunity to showcase a strong identity and brand expertise. When used with responsive Web design, a brand can give itself a positive image.
3. Lead conversion
According to HubSpot, one of the main benefits of blog marketing is its ability to turn leads into conversions (3). For example, if a brand includes long-form editorial as part of email marketing, the piece will drive users to click on the link. This drives traffic to the website and can increase conversions.
4. Demographic targeting
Blogging can also be used to target consumers in certain demographics. Using analytics tools, a company can see if a landing page is receiving large amounts of viewers from a particular region. If so, the company can email a blog post directed at that location.