What role does blogging play in B2B lead generation?

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Today, it feels like short-form content has very much become the focus for businesses, customers and marketing teams. Where B2C businesses once dominated social media, more B2B firms see value in platforms like Instagram, Facebook and Twitter. In a world promoting the value of such content, is blogging still valuable to B2B businesses?

Blogging offers an avenue to engage with prospective clients, position your organisation as an authority, and share your voice with a wider audience. A B2B blog is a platform for your organisation to post relevant, high-quality content tailored to your target audience. Blogs provide a platform to provide detailed explanations and examples that you cannot provide through short-form content. 

Blogs do more than simply promote thought leadership and brand credibility, they also greatly support your lead generation efforts in a few keys ways:  

Driving traffic to the website

When you have a question, I am sure the first thing you do is type that question, or some keywords, into Google. In this way, blogging is a great lead generation strategy for attracting people searching for answers.

Each blog post you publish adds a new indexed page on your website, making it more visible to search engines. As a result, you increase your chances of your site appearing in search results when your target audience browses the web. By publishing engaging content regularly, you give existing users a reason to revisit your site while organically attracting new people to your content.

It’s important to note that you should not write and publish content simply for the sake of it. Focus on delivering useful, pertinent content that cements your blog as a reliable source of information. The more value your blog posts offer, the more likely readers will return and share your content with their networks, driving more traffic to your website.

Writing content for SEO enables your blogs to become a lead-generation magnet. Selecting appropriate keywords related to your business and industry and incorporating them naturally within your blog posts will make it easier for people to find your blog. These keywords should reflect the search terms that potential customers will use when looking for your products or services. More than just attracting greater numbers, a well-optimised blog post brings the right kind of visitors – those genuinely interested in your offerings and most likely to convert into leads.

Drawing leads in the long-term

Blog content serves as a strategy for generating leads over an extended period. While some blogs you write may be timely responses to industry trends or news, most will be evergreen pieces that bring value to readers for years.

Maintaining a regular posting schedule keeps your site fresh and relevant, offering repeated chances for engagement and conversion. Over time, these opportunities can compound, leading to a steady stream of leads.

An active blog also supports your online presence and promotes brand recall. Even if people do not visit your blogs often, seeing you at the top of the search results will make them more likely to visit your website or consider your product in future. Over the long run, this can result in leads that become loyal customers.

Improving your website’s rankings

SEO involves keyword optimisation, link building, and creating high-quality content, which improves your website’s search ranking and visibility.

I mentioned before that targeting specific keywords in your blogs is a great way to rank. In addition, linking to other pages on your website in your blogs will boost your rankings for those pages. For example, if you have ten blogs with links to your Managed Services page, that page will rank higher in search as Google will index it as a trustworthy source. In this way, blogging supports lead generation by increasing the likelihood of people finding your products and services.

As an additional benefit, internal linking within blog posts guides the reader’s journey, allowing them to discover more of your content and stay on your website longer.

Giving readers a reason to convert

Compelling blog content does more than just inform—it motivates readers to take action. Writing an engaging and insightful blog that directly addresses the reader’s needs or interests increases the chances of the reader converting and becoming a lead. Your blog should give the reader a good reason to purchase a product, subscribe to a newsletter, or take any other action that brings them closer to your business.

Solving your readers’ problems is key to earning their trust. If your blogs consistently offer solutions to challenges faced by your target audience, they become more likely to convert into customers, as they can see the direct value your business offers them.

Incorporating calls to action (CTAs) in your blogs gives your reader a meaningful way to convert. These encourage your reader to contact your sales team, visit a product page, or download a guide. By clearly indicating the next step, CTAs can effectively guide readers from the blog post towards conversion.


Blogging is a powerful tool for B2B lead generation. It drives traffic to your website and gives readers a compelling reason to convert. Publishing consistent, high-quality blogs can attract leads over an extended period and promote brand recall. Blogging also contributes to SEO through link building and internal linking, enhancing your website’s visibility and rankings. With these key points in mind, it’s clear that blogging should be a cornerstone of your lead generation strategy. 

Resonate can guide your blogging strategy

Resonate can help your business see the value of blogging. We write blogs that target your audience’s pain points, deliver valuable insights, and position you as a thought leader. With SEO as an integral part of our approach, we ensure that your target audience can find you and gain an understanding of why they should work with you. Please visit our Marketing Services page for more on what we offer.

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Harriet is the Senior Content Writer at Resonate

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