Large and up-and-coming businesses aren't blogging at a respectable rate, compared to charities and universities, according to an annual study from the Center for Marketing and Research at the University of Massachusetts.

Blogging is considered an integral part of search engine optimization and acts as a way for companies to not only keep consumers engaged, but be viewed as authorities in their fields by other businesses.

However, researchers found that only 21 percent of Fortune 500 companies are blogging. This, compared to the 50 percent of Inc. 500 companies that blog and the more than 60 percent of charities and universities that do the same, may indicate that there is a slowdown in the business adoption of SEO.

The study also revealed that the percent of these businesses with an active blog has stalled around 23 percent for the past three years.

Another prominent B2B marketing tool, Facebook, is being underutilized by Fortune 500 companies. Less than 60 percent were found to use the social media platform, compared to nearly 80 percent of Inc. 500 companies and almost 100 percent adoption from charities and universities.

Business2Community suggests five calls to action B2B marketers should consider if they want to adapt: Accept change, dare the status quo, act continuously, participate personally and tear down boundaries.
 

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