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If this was 2006, SmarkLabs would be advocating for starting a blog on your website to attract attention to your company. Because ten years ago, blogging was a pretty smart way to get people to find your website.

Ten years later, the Internet has about 2 billion more users than it did in 2006, a blog on your website is practically expected, and the web is awash in so much content it’s hard for a new company to appear anywhere near the top ten Google search hits.

So, what’s the point of even having a blog, then?

The answer may surprise you: if used properly, (i.e. top notch sales and marketing alignment) your blog can be a great sales tool.

A consistent flow of content, at least once a week, will both establish your company as an expert in your industry and help educate potential buyers on your product or service. In other words, your blog should be used to establish trust between your potential buyers and your brand.

Thanks to marketing automation, blogs can be strategically sent out to leads in your customer funnel as part of a lead nurturing workflow, essentially replacing the old Legacy Sales method of cold calling and educating prospective buyers.  

According to the American Association of Inside Sales Professionals, 82% of buyers viewed at least five pieces of content from vendors before purchasing.  

However, blog posts shouldn’t only be used as a way to warm up leads before they’re handed off to sales. In fact, blog posts with valuable product information also function as a conversation starter, since tracking which lead viewed which blog post gives the first sales call a natural jumping off point.

Finally, by referencing blog content an educated prospect has read, sales reps are equipped to shorten long B2B sales cycles. Because the prospect is familiar with and interested in your product (as well as your competitors’), more time can be spent differentiating your company’s values to close on deals faster.