Adding a sales blog to your shared content has many benefits. Blogging isn't just about posting company updates or news. It’s also a powerful tool for raising awareness and nurturing relationships. And it can deliver genuine value that connects with your audience.

Crystal Mackling of Peer Sales Agency believes blogs are a must for any sales professional. In her article, she explains that sellers can specifically use blogs to: 

1. build your brand
2. drive organic traffic
3. establish authority and trust

“…Blogging outperforms email marketing, social media, and paid advertising when it comes to cost and ROI,” she adds.

Why having a sales blog makes sense

Reps can use their blogs to build and boost their brand. Buyers want to work with vendors that they like and respect. A blog can showcase the personality of the people behind the brand while educating about your mission and values.

Sugar CRM shares that over 85% of B2B marketers prioritize brand awareness. In a competitive market, a blog that highlights your brand's personality can help differentiate you.

Drive organic traffic

Sales blogs are an effective way to boost organic traffic, all at little to no cost. As Mackling points out, search engines favor B2B blogs, especially those with quality writing and relevant keywords. 

By understanding your target audience and offering valuable insights, it’s easier for search engines to connect you. 

“Plus, internal and external links in your blogs help improve your SEO performance,” she adds.

Additionally, Faster Capital advises sellers to do the following to further drive traffic:

• Internal Linking. Link to related content on your site to improve user experience and SEO.
• Backlink Building. Gain high-​quality backlinks through guest blogging, outreach and shareable content.
• Mobile Optimization. Ensure your blog is mobile-​friendly to improve rankings and user experience.

Establish authority and trust

And this matters to buyers. They say that knowing their business is a top attribute they seek in a vendor. And over 20% of buyers say when researching a salesperson, they specifically seek industry articles written by them.

Sales blogs can greatly increase your authority and credibility among buyers. Posting and sharing content that is valuable to your ideal customers establishes you as a knowledgeable expert.

“Regular, educational content allows your business to showcase its knowledge and expertise in your industry,” Mackling writes.

Writing about common challenges, providing solutions, and sharing industry trends, you establish yourself as a credible thought leader. 

And you can strengthen their trust further by including social proof in your sales blog posts. Incorporating quotes from satisfied customers, video testimonials and other support can impact decision-making. 

SalesFuel found that 42% of B2B buyers say a testimonial from a satisfied customer influences their buying decision. Buyers want to see the work you’ve done has brought success to others. And hearing from a third party is impactful, Mackling notes.

“[Detailing] case studies, success stories, and real-​life applications…demonstrate practical examples of how your solutions have effectively addressed similar challenges."

Additionally, blogs give B2B companies the chance to add value before prospects enter the sales funnel. As Mackling explains, creating content that answers key questions and solves issues helps potential clients without asking for anything in return.

And sharing these valuable insights sets the foundation for a strong relationship by establishing goodwill and trust. 

Adding a sales blog to your content strategy brings many benefits. It boosts brand awareness, drives organic traffic, and builds authority. It also showcases your expertise, connects with your audience, and builds trust. 

And by offering valuable content, you position your company as a thought leader. It’s an essential tool for any sales professional looking to grow their business. If you haven’t started a sales blog yet, now is the time to harness its power.

Photo by Nick Morrison on Unsplash