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Blogs for B2B Healthcare Websites: 6 reasons why they are important

One of the most effective marketing strategies for B2B companies is maintaining an active blog. Yet blogs for B2B healthcare websites are underutilized. Many healthcare brands don’t view blogging as a top priority—potentially missing out on more organic traffic, engagement, and qualified leads.

To help clarify just how effective blogging can be, we have compiled a list of the top six reasons why blogs are important for B2B healthcare websites. Learn how a blog could help your healthcare brand better reach its target audience and establish itself as a leader in your space.

Blogs for B2B Healthcare Websites Increase Traffic

The number one advantage of operating a blog is the opportunity to significantly increase traffic to your website. Unlike paid advertisements, blogging allows you to organically draw people to your website. When you blog about content that your audience is interested in or actively searching for, you provide a channel that makes it easy for them to land on your website.

68% of online experiences start with a search engine. [I] So, if you are able to fulfill search intent with one of your blog posts and it ranks well, users will be prompted to check out your blog post to find what they are looking for.

According to a study conducted by HubSpot, “Companies that blog have far better marketing results. Specifically, the average company that blogs has [ii]:

  •  55% more visitors
  •   97% more inbound links
  •  434% more indexed pages

Creating blog content that either helps or interests your target audience is an effective way to seamlessly draw them to your website.

Blogs for B2B Healthcare Websites Establish Brand Authority

Blogging is also a great way to establish your brand’s credibility in healthcare. Developing relevant content can help solidify your company’s authority and allows your brand to become a thought leader in its specific niche.

In the B2B industry especially, potential leads want to know that the brands they are considering working with are competent, credible, and reliable. Blogging gives your healthcare company the chance to demonstrate its expertise and knowledge in an easily accessible way.

Blogs for B2B Healthcare Websites Educate Your Audience

Creating a blog also allows you to educate your target audience about your brand and your unique selling proposition (USP). While your leads might already know your brand and what it offers, blogging gives you the chance to share specific information that demonstrates the need for your product or service.

According to research from Demand Metric, 70% of users would rather learn about a company through articles than ads. [iii] Creating educational content allows you to interact with your ideal leads without coming across as too pushy or salesy. In fact, B2B buyers spend a significant portion of time researching brands independently online before making a purchasing decision. [iv] Blogs are an easy way to educate your audience on a wide range of topics relevant to your brand while simultaneously advocating for your product or service as the best solution.

Blogs for B2B Healthcare Websites Convert Leads

As previously mentioned, blogs are a proven way to organically draw traffic to your website. Fortunately, they can also be very effective at helping you convert that traffic into qualified leads, and those qualified leads into customers.

Blogs are the perfect place to include strong calls to action to maintain engagement with your readers. Providing opportunities to sign up for product demos, register for webinars, or enroll in a free trial are examples of CTAs you can use within your blogs to capture your readers’ emails or other information.

Rather than hoping qualified leads land on your singular homepage, blogs give you countless opportunities to get your message in front of the right eyes.

Blogs for B2B Healthcare Websites can Build Backlinks

When you create informative and helpful blog content, you increase your chances of building backlinks. According to HubSpot, a “backlink is a link that comes from another website to yours…In SEO, backlinks are very important because they are one of the most important ranking factors for every major search engine out there.“ [v]

Websites and blogs everywhere (including this one) are always looking for authoritative content to reference. Creating a blog provides more opportunities for securing backlinks. Doing so can help your website build its domain authority and subsequently improve its ranking in search engines. [vi]

Blogs for B2B Healthcare Websites Repurpose Content

Finally, blogging is a great marketing strategy because it provides you with a vast amount of content that can be repurposed in many ways.

For the B2B healthcare space, your blog posts would likely include some amount of industry-specific knowledge or research. You could then transform this valuable content into helpful infographics, short videos, or even social posts.

While researching, writing, and developing a blog post might seem like quite a bit of effort, it’s easy to get a high return on your investment via the almost endless opportunities for repurposing that content.

Blogs for B2B Healthcare Websites the Right Partner

Blogs are an essential marketing tool for B2B healthcare companies; they make it easier to draw in targeted leads, educate buyers, and establish brand credibility. At ArchKATect, we can help you create effective and influential blogs for B2B healthcare websites with content that appeals to and informs your ideal leads.

Let us partner with you to develop a content marketing strategy that is optimized for the healthcare space and aligns with your brand’s vision.

REFERENCES AND RESOURCES

  1. Ong, S.Q. (2020). 63 SEO Statistics for 2020. [online] SEO Blog by Ahrefs. Available at: https://ahrefs.com/blog/seo-statistics/.

  1. Burnes, R. (n.d.). Study Shows Business Blogging Leads to 55% More Website Visitors. [online] blog.hubspot.com. Available at: https://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx.

  1. Demand Metric (2019). Content Marketing Infographic | Demand Metric. [online] Demandmetric.com. Available at: https://www.demandmetric.com/content/content-marketing-infographic.

  1. Gartner. (n.d.). The New B2B Buying Process. [online] Available at: https://www.gartner.co.uk/en/sales/insights/b2b-buying-journey.

  1. Nica, I. (n.d.). 11 Creative (But 100% White Hat!) Ways to Earn Backlinks in 2021. [online] blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/backlink-strategies.

  1. Wainwright, C. (2021). Why Blog? The Benefits of Blogging for Business and Marketing. [online] Hubspot.com. Available at: https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht.

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