Developing original content is one of the most effective aspects of B2B marketing.
Organic search results account for more website traffic than both paid searches and social media (1). Business services can attribute less than 20 percent of all visits to display, email and referred marketing tactics. A whopping 73 percent of all traffic for the business services sector can be linked back to organic searches.
This proves that developing fresh content regularly is a crucial element to the marketing process. Today, 31 percent of Fortune 500 companies have blogs on their websites (2). Of those, 80 percent maintain activity and post frequently. Though this can be the most challenging aspect of developing new content, it is an incredibly important part of maintaining high rankings in organic searches.
In addition, those companies that opt for a larger social media presence are relinquishing their status in searches. Blogs and original content give businesses more control over their image, and a blog platform allows better ROI measurement (3). Social media analytics are often less user-friendly, so assuring a top place in a news feed becomes difficult and time-consuming. Devoting time to content and user interaction is more beneficial than juggling an odd platform.