The results are in from the quick poll of CMO’s and marketing executives regarding weather it would be a mistake to abandon blogging for other social media efforts. The overwhelming answer was – YES. Here are some direct quotes:
As more and more people rely on such important resources as Wikipedia for detailed information, I see B2B blogs of equal importance. If a B2B company is the world expert on blue rectangular widgets, then they should be talking about them on their own blog, and others. When a customer or key influencer is searching for specific details about that specific product, their blog will be viewed as the go-to resource. Builds credibility. Expands awareness. Generates leads. And even helps past customers feel better about their decisions. – Robert F.
It depends on the product you're selling, but in general, if you have something interesting to say about the product or market, then I think a B2B blog is a great vehicle. Show your customers that you're an expert, and become an invaluable resource for them. Then use the blog content as material for your other social media platforms. The sales team can use the articles to start a conversation. And as mentioned before, it seriously helps SEO results. If you only have the resource to do one "digital" plaform well, make sure it's a blog. – Steve C.
I'd say it depends on the value provided. Blogging can provide thought leadership as well as keyword relevance for search engine optimization. There are so many variables involved to determine the best plan to achieve desired results. – Bill M.