Content marketing has been around for a long time. In fact according to the Content Marketing Institute, the oldest example seems to date back to 1867.
Yet many organizations even today don’t understand the value of having a content marketing blog for their company and possibly confuse it with a news area where they can shout about their company, just like they have always been doing with other channels for so many years.
If your company is still not sold on starting a B2B Blog think about this:
- Companies that blog get 97 percent more inbound links. (Hubspot)
- B2B marketers who blog generate 67 percent more leads in comparison to those who do not blog. (InsideView)
However, if you have managed to convince your company about the benefits that B2B blogging can bring to your company and most of all to your prospects (you are doing it for them after all), you will still need a plan before your business reaps the benefits.
Here are 10 ways to get b2b blogging right:
1. Understand your audience. Before everything else, you need to know who you are writing for: who they are; what engages them; what influences them, what challenges do they have, what they are looking for. At this stage your audience is looking for education and that is how you should be thinking about it. Don’t forget to segment your audience and to create personas for them.
2. Your blog content is there to serve them. Stop for a minute and remember that you are not selling anything to them at this point. What you are doing is offering content that is relevant to your target audience’s needs.
3. Content needs to be engaging. Remember you are competing with lots of other blogs in your industry, so you need to be unique and your content needs to rise above all the noise. Show your expertise in the subjects you write about, after all that is why you are writing about it.
4. Design Matters. Your blog not only has to look appealing, but it also has to be easy to read; headlines and sub-headlines should draw the eye in, the body of your text should not be difficult to read. Your audience is busy so make sure you have their experience in mind.
5. Be visual. We have become more and more visual when it comes to the internet. Your prospects will probably be able to retain information that came from an image much better. When at all possible and budget allowing try and add original photos, videos and perhaps the occasional infographic.
6. Your blog needs to be found. Do keyword research and use relevant long-tail keywords and stick to white hat practices. SEO matters but don’t get caught up in over optimizing – write for humans not for google.
7. Organize and Automate. Writing is not easy, at least not good writing, so make sure you have a good plan. Include ideas, themes, and days on which articles are due and are to be posted and use tools to automate posting if needed.
8. Create relationships with influencers in your industry. Key influencers have the power to drive more traffic to your blog, but remember you are building a relationship and you can’t just ask them to promote you, so read their articles, comment on what they write and get to know them genuinely.
9. Be Social. People are on social media, it’s a fact. Use the right channels to distribute your content and engage. Consider using Facebook, Linkedin, Twitter, Quora, Medium, Pinterest, Instagram, etc.. (Don’t Spam)
10. Measuring and ROI . Make sure you’ve got your strategies planned out before you start and your objectives and KPI’s are set.