B2Blog: A Powerful Presence

A new study out from KnowledgeStorm and Universal McCann finds that blogs are being used for much more than childs play. The study surveyed more than 4500 business and IT professionals about blogging and their habits. The surprising result: blogs are a great B2B resource.

by Kristina Knight

According to the study , 80 percent of professionals are reading blogs at least once each week. They are reading as much for business and technology breakthroughs as they are for entertainment. Of those reading regularly, 70 percent are passing along the content information. This change means blogs are having as much impact on businesses and marketing as traditional white papers and magazine articles.

Many blog readers, about 53 percent, use the information in blogs primarily for work related purchasing. New computer programs with great reviews, helpful new inventions to make offices run more smoothly and more are the perfect content area to begin.

To take advantage of the blog and POD-casting wave, you must have something different. Don’t just slap your best-selling products and lowest prices on a page. Instead, talk about how a new product has impacted your business. Link the blog to a page on your website with the product; consider giving a discount for buyers who come from the blog. And remember, the key to the popularity of any blog is new content. Blogging is a resource that can be highly effective, but only if you keep the content current and cutting edge.