Blogging is not about promoting your services. It’s goal is to create content that speaks to your customers–sharing insight and helping them solve problems. However, creating and maintaining a corporate blog is no easy task. But, with a proven track record of producing an ROI, it deserves a place in your marketing quiver.

According to Hubspot:

• 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
• 96% of B2B buyers want content with more input from industry thought leaders.
• B2B companies that use blogs generate 67% more leads than those that don’t.
• 53% of marketers say blog content creation is their top inbound marketing priority.
• 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time.
• Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic.
• Over its lifetime, one compounding blog post creates as much traffic as six decaying posts.
• 43% of people admit to skimming blog posts.
• 75% of HubSpot’s blog views and 90% of blog leads come from old posts.