By Claire West

Eloqua, providers of marketing automation, have recently released a guide to B2B blogging. B2B blogs have a unique set of challenges and attributes: they’re relationship-driven, deal with much longer sales cycles and focus on long-term ROI.

The average B2B sales cycle can range from 117 to 156 days. Businesses need to produce and share compelling content to keep buyers engaged over that time, and blogging is a great way to do this. Did you know that:

• 39% of B2B marketers say blog posts are their most valuable content asset
• 55% of B2B professionals say they turn to blogs for business information

Mark Schaefer, author of the guide says that “more than a decade after its creation, blogging remains a black box for many companies, especially B2B marketers.”

“At Eloqua, we’ve seen firsthand how powerful blogging can be for demonstrating thought leadership and establishing a reputation as a trusted partner among customers and prospects,” said Joe Chernov, Vice President of Content Marketing at Eloqua. “It’s become indispensable in the modern marketing world, and Mark really shows how B2B brands can capitalise on it today.”

The Grande Guide to B2B Blogging is available for download here.