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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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13. B2B Blog Marketing

Next up on our tour of B2B digital marketing vehicles is blog marketing. There are actually two types of blog marketing you can do—you can create your own corporate blog, and you can use other parties’ blogs to promote your products and services.

Both types of blog marketing are important to your B2B digital marketing plan. You can use blog marketing in the reach, acquisition, and retention phases of the B2B buying continuum.

Why Create a Company Blog?

Blogging is, by most accounts, an integral component of most B2B companies’ digital marketing strategy. Forrester reports that in 2010, almost half (49%) of B2B companies had their own corporate blog, significantly higher than the 32% who blogged two years’ prior.1

There’s ...

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