9 Ways Tech Companies Can Use Blogging for Maximum Impact
Having been a content creator for multiple tech companies in my career, one thing that I quickly learned is that each company uses its blog very differently. While I don’t believe in a “one-size-fits-all” approach, it’s important for organizations to examine how they use their blogs to ensure they’re getting the most out of this powerful and versatile marketing channel. In this article, I’ll share my thoughts on nine uses of B2B tech company blogs and how marketers and blog editors can optimize for better results.
The State of Blogging in B2B Tech
According to Content Marketing Institute’s 2025 B2B Content Marketing Benchmarks, Budgets, and Trends study, blogging is the second most commonly used enterprise marketing distribution channel (80%), with 40% stating that it is their most effective. Even though some may wonder if blogging is dead, HubSpot reports that 56% of marketers who work for blog-maintaining businesses see an expanded role of blogging in their content marketing strategy moving forward.
Today, it is practically expected that every tech company publishes a blog. As a versatile medium with low barriers to entry, blogging seems like a no-brainer. However, with the myriad ways blogs can be used to reach different audiences, it is important to take a step back and make sure your company is blogging strategically.
With multiple valid objectives for blogging, companies can find their blogs serving as a type of “catch-all” channel that lacks a clear purpose. While some organizations are able to support multiple blogs for different audiences (i.e. technical users, business users, and the general public), many only have the capacity to support one. For this article, assume I’m speaking about a vendor’s primary blog.
Let’s dive into nine ways that tech companies use their blogs and how your company can leverage blogging more strategically.
9 Ways Tech Companies Use Blogs
1. Branding
Much of your brand image is developed through the unwritten messages and the emotions customers (and in many cases, the general public) perceive about your company. Blogging provides a way to reinforce your brand values and brand image in writing. Unlike some of the other items on this list, your company’s brand should be infused into the blog no matter how else you use it.
Caution: Today, one mistake in the blogosphere can have severe repercussions for your brand. It is important to have strict editorial oversight in place to ensure consistent brand voice and veer away from needlessly controversial statements.
2. Search Engine Optimization (SEO)
Per HubSpot, 34% of companies blog for SEO. I’m surprised the percentage isn’t higher! Blogging for SEO increases search engine visibility, improves chances to rank for high-value keywords, acquires backlinks, and keeps your website fresh in the eyes of Google. What’s more, SEO also is a blogging goal that should (in most cases) coexist peacefully with any other objective on this list.
Caution: It is easy to get pulled into a game of “Mad Libs” where keywords are forced into the writing in a way that derails the narrative. While SEO helps to attract readers, good storytelling keeps them engaged.
3. Thought Leadership
As a naturally opinion-driven medium, blogging is an excellent vehicle for sharing thought leadership. Yet, according to HubSpot, only 26% of companies report using their blogs to promote thought leadership.
Infusing authentic thought leadership into your blog can make your company stand out in the minds of customers, building additional brand equity. Moreover, having a strong point-of-view that inspires new ways of approaching your audience’s everyday problems can make your blog destination reading.
This is especially important for what Edelman has identified as “hidden buyers”, stakeholders that have significant behind-the-scenes influence on purchase decisions. 91% of hidden decision-makers say that a hallmark of quality thought leadership is that it helps them uncover challenges or needs they hadn’t recognized.
Caution: It is important to have explicit guidelines for thought leadership authors. One one end, you want to avoid repackaging banal cliches as thought leadership. On the other, you want to be careful about courting controversy or making overreaching claims.
4. Product Updates
It is not uncommon for companies to use blogs to announce new products or features. In fact, many organizations have dedicated release blogs or utilize community blogs for this purpose.
Blogs can be great vehicles to discuss product updates. The key is to ensure that product update blogs fit with the voice and goals of your company’s blog. Consider how the announcement adds value to the blog and if the blog can add value to the announcement.
Are you thought leadership driven? Analyze the impact of the update vis-a-vis your blog’s thought leadership topics. Are you more SEO-driven? Consider writing about the product update if it is a good opportunity to boost keyword rankings.
Caution: Don’t treat the blog as a stand-in for press releases or marketing release notes. Those are important channels that should live independently for their very specific target audiences.
5. Company Announcements
Nearly everything I said about product updates above also applies here. Use the blog to provide analysis and relevant storytelling about leadership changes, acquisitions, new partners, and any other company announcement that merits additional attention.
Caution: Carefully consider audience interest and usefulness before blogging about a company announcement. If it’s not expected to grab the eye of your typical blog reader, then efforts should be focused on internal, press, and analyst communications.
6. Quick turn content
Expanding on the points made about considering the audience, marketers are frequently tempted to treat the blog as a “catch-all” channel for quickly producing content. The urge is understandable – compared to other marketing channels, blogs generally require less production time and resources. However, brute-forcing content into the blog without considering how it fits with the blog’s goals, voice, and audience might not be worth the effort.
Caution: Never say never to the blog as a last-minute marketing channel, but use this judiciously. Consider purpose-building an “accelerated channel” into your marketing systems for urgent needs.
7. Email Content
For some companies, the blog primarily serves as the heart of email content. This is a savvy strategy for small teams seeking to maximize content efforts.
Caution: Don’t let simply reading the blog be the final call-to-action. Be sure to embed a trackable CTA in each blog post, such as registering for an event or demo. If this type of CTA is not appropriate for your blog, look to other ways your emails can drive conversion.
8. Solution Education
For companies with disruptive or especially complex products, the blog can be a medium for educating on why your differentiation matters and how to get the most out of the product. This works best for companies who primarily speak to technical audiences. By providing consistent value in showing users concrete steps to achieving more in your product, the blog can help build a dedicated following of advocates.
Caution: This approach limits your reach to non-technical audiences and won’t be a good choice for every company. For smaller technically-driven companies, consider evolving this into a separate community blog as your company begins to speak more to less technical personas.
9. Case Studies
Many companies use their blog as a distribution channel for case studies. This could mean publishing full case studies as blogs or providing high-level analysis of a longer-form case study to entice your audience to read further. The former is a common strategy for small teams where the blog is the main channel for all content.
Caution: As your company matures, having a dedicated case study page and print format is important for making case studies easy to find and digest. Use the blog for value-added analysis on case studies. Consider using blog posts to highlight relevant groups of case studies, such as by industry or problem solved.
Best Practices for Better Blog Performance
With even more ways than listed above, there is no one true answer for how to best use your blog. This will ultimately depend on your audience and what you’re trying to achieve with them. In fact, there are many cases where multiple methods live in harmony (e.g. SEO and thought leadership, case studies and email content) to help organizations meet their objectives.
Ultimately, there are many valid uses for blogging in modern tech marketing. Greenefield recommends taking the following steps to set up your blog to thrive:
1. Choose a primary audience, goal, and theme
Having the blog be everything for everybody can dilute its potential. We recommend starting with one overarching objective. However, before you can do that, you need to decide who the blog is for. Perhaps you want to build market awareness or engage more deeply with your user base. Whatever the case, choose the theme and style of your blog accordingly. Doing this should reveal if there is a logical secondary audience.
2. Set SMART goals
After choosing your primary audience, objective, and theme, determine how you will measure success, set SMART (Specific, Measurable, Achievable, and Time-Bound) goals. Among the metrics you might consider are pageviews, keyword rankings, and social shares. If you want to tie the blog to your marketing funnel, be sure to map a clear lead nurture path from your CTAs.
3. Curate a roster of contributors
Regardless of topics and audience, you’re going to need writers to make it work. For small companies, lack of time and writers often make it difficult to blog consistently. Identify the people in your organization who are excited to write about your company and the topics about which they are passionate. If you still find it difficult to post frequently enough, consider adding freelance writers and AI assistance to your roster.
4. Plan a content calendar
With your audience, goals, themes, topics, and writers in place, start mapping out your content calendar. Within the corporate blogosphere, you might see editors planning topics out anywhere from a month to a year in advance. For new blogs, Greenefield recommends planning at least one quarter’s worth of content in advance. Aim for weekly posting. With this, you should be able to generate enough data to see what is working and make any necessary changes in direction.
Conclusion
Blogging remains one of the most versatile and impactful tools in a tech company’s marketing toolkit. Whether your goal is to strengthen your brand, improve search rankings, showcase thought leadership, or educate users, a well-run blog can drive measurable engagement and growth.
The key is to avoid a scattershot approach—define your audience, set clear goals, and put systems in place to keep content consistent and purposeful. Align your blog KPIs with broader marketing measurements to ensure it’s contributing meaningfully to business outcomes.
Need extra help with blog strategy or looking to kickstart blog production? Contact Greenefield Consulting for a free consultation on how to take your blog to the next level.
