Supply chain businesses are increasing turning to social media to communicate their brand personality, educate their audience, and monitor their industry sector.
In the world of Twitter, LinkedIn, Facebook, and YouTube, supply chain and logistics companies should not forget about one of the most underrated tools in the social media toolbox: a company blog hosted on your website. The average lifespan of a tweet is around 15 minutes. And a Facebook post’s lifespan is about six hours. But the lifespan of a blog post averages two years.
The beauty of having a blog on your company website is its longevity. A blog post draws exponentially more traffic over time once it has had some time to gain traction with search engines and with readers. Blogs, like a fine wine, improve with age.
Why does the supply chain need blogs?
Blogging is not just a business-to-consumer (B2C) strategy any more. The vast majority of B2B buyers now go online to research products and services they want to purchase.
Here are some facts. 62% of business-to-business (B2B) buyers say that a web search was one of the first three resources they use to learn about a solution, and 94% of buyers reported using online research at some point in the purchasing process.
But we have a website, you say?
It’s not enough. B2B buyers aren’t looking to just scan your website. They are looking for worthwhile, helpful, engaging content. In today’s B2B buying world, content is king.
Consider this. The average buyer progresses 60% of the way through their buying journey before engaging with a salesperson. That’s a lot of content your potential buyers are taking in prior to speaking to a soul on your team. (See the infographic below.)
The B2B buying climate is continuing to trend in this way: 51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago.
The question is: Is it your content or your competitors?
Tips for writing good blog content for the supply chain
Whether you are considering starting a company blog or are a seasoned social media advocate, here are some tips for making sure your company blog is successful.
- Have a plan. Good blog execution takes some serious effort. Consider planning out your content with a blog editorial calendar.
- Make sure your content is (really) good. It’s hard to imagine, but twenty-seven million pieces of new content are shared on social media every day! Your B2B customers just don’t have the time to deal with mediocre content. If you want people to read your content, you need to make sure that it’s worth reading. This can help: On Writing Good Content: A Guide for the Logistics and Supply Chain Industries.
- The more you publish, the better. There is a high correlation between publishing frequency and sales leads. One more time a week really does make a difference. However, don’t stress about it. Figure out the blogging cadence that works for your team and resources and then stick to it. Quantity helps, but quality really matters.
- Mix it up! Timely content may generate buzz this month, but evergreen content will continue to draw more traffic month after month. Make sure you’re including both in your editorial calendar.
- Don’t just publish and forget them… Remember to occasionally revisit your best performing posts and optimize old content for lead generation.
Supply chain, get blogging!
Technology has changed the way B2B buyers are finding vendors, engaging with them, and — ultimately — deciding to work with one. How is your supply chain and logistics company meeting this next generations of customers?
Blogs, like all social media involvement, can increase the visibility of your company, establish a brand image, and attract new customers and leads.
In fact, companies with an active blog generate 67% more leads than companies without one. The lifespan of blogs makes them one of the only truly appreciating marketing assets available to us.