• James Goodey

5 Key Points from Backlinko's B2B Content Marketing Report



I'm subscribed to Brian Dean's email email newsletter, and last week's included some interesting findings from his B2B content marketing report...


So I thought it would be useful to take some of his key points and present them in a "quick-to-read" fashion and help you guys get some fresh insights!


The report looked at 4 things:

  1. How many B2B companies have a blog

  2. The types of content are they publishing

  3. How much organic traffic B2B blogs receive each month

  4. The characteristics of top performing B2B content


Ok, time to take a look at 5 of the key things that I found most interesting from the report.


1. 72% of B2B companies have a blog.


4 reasons put forward for having a company blog includes:


  1. Company News: these blogs focus only on the company and its products.

  2. Educational Content: these blogs share helpful content that is designed to solve problems and provide value to the reader

  3. Mixed: the company shares it press and educational content in one place

  4. Industry News: blogs that focused on sharing news related to the industry they're in.


Read: 6 Ways a Blog Can Increase Your Revenue


An important point to note here is that quality is always better than quantity.


Just having a blog with a bunch of random posts on your website isn't really going to help you much.


Content should be educational and informative, mostly centred around solving a problem that your readers have.


Take some time to plan out your content strategy. Answering these questions is a good start:

  • What are the keywords related to your product or service?

  • What is your objective for the blog?

  • How often are you going to post?

  • Who is your target audience?

Read: 6 Ways to Think of Blog Content Ideas


What this means: 28% of companies aren't using a blog as part of their content marketing strategy. Either they aren't doing any form of content marketing or it's happening on an external platform, i.e. social media marketing.


Given that blogs can increase web traffic, there is a good opportunity to stay one step ahead of your competitors by having a blog on your site with well-written content.


And on that note....


2. Educational Blogs Receive 52% More Organic Traffic Than Company-Focused Blogs


There are a couple of reasons for this.

  • educational blogs are far more likely to rank for keywords in search engines

  • company-focused blogs are likely to only appear in searches for the company

Think about what problems your customers have and what content you can create to help them solve these problems.


What this means: Remember your goal is to educate NOT sell!!


3. 65% of B2B Blogs Use Stock Images


I actually find this one quite surprising.


Sure, using stock images is a quick and easy way to bring life and colour to your blogs.


But it's quite possible that other blogs will also use the same images.


And using real-life images from your company allows your blog to appear more authentic and can make it more personable to the reader.


If you can, try to get some pictures of your team in action, at events, meeting customers as this will add a face to the name.


What this means: Use your own images to add personality and authenticity to your content


4. 23% of B2B Blogs Don’t Have a Call-To-Action


What, this isn't possible I hear you say!



This is a quite an interesting finding.


We've already seen that blogs can be an excellent source of traffic.


But without having a clear call-to-action (CTA), visitors are likely to bounce and you may not see them again.


Linking to related articles will keep visitors on your site, and hopefully the more of your content they read, they more trust will be built!


What this means: Don't forget your call-to-action! There isn't necessarily one CTA that works best, just ensure that it links well with the content you are using it within.


5. Long Form Content Performs Best In The B2B Space


One of the most common questions (and argued answers) is about how long a blog post should be!


Backlinko's report had these findings:


1. The best-performing posts (in terms of organic traffic) was 855 words long, compared with 1454 words for the top 10%, and 509 words for the bottom 10%.


2. For the top 10% best-performing posts in terms of social media shares, the average length is 1,116 words. Compared to 679 words for the bottom 10%.


3. For blog posts that rank well in organic search, the top 10% of posts are almost 3x the length of the bottom 10% of posts.


What this means: While there is probably no definitive answer, one thing is clear. If your post is less than 700-800 words it's going to perform worse in terms of organic traffic.


Final Thoughts


I hope you found this analysis and findings useful. Here's a summary of the key findings:


  1. 72% of B2B companies have a blog.

  2. Educational Blogs Get 52% More Organic Traffic Than Company-Focused Blogs

  3. 65% of B2B Blogs Use Stock Images

  4. 23% of B2B Blogs Don’t Have a Call-To-Action

  5. Long Form Content Performs Best In The B2B Space


You can read Brian's full blog here


Get in touch with us if you're looking to invest more in content marketing - we are here to help and give you the WORDS THAT WIN!


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