If you have not seen Jeff Cohen’s terrific presentation on 16 Best Practices of B2B Corporate Blogging is is worth checking out (see below).
All of Jeff’s recommendations are valuable but the first 7 can be addressed in a practical way by creating a simple content strategy/framework that answers the following questions:
Here is an example of an older BrainRider content framework:
In order to efficiently draft your content framework, with input and buy in from key stakeholders we recommend using a workshop format so you can tap the expertise of your team. Check out our post on “Content Planning” for an example of the workshop we use.
If you have the time input from the workshop can also be used to develop your initial topic list and create an editorial calendar with 12 months of high-value topics generated in less than half-a-day
But the key to success for your your blog is customer-focus ie blogging about “what your customer wants to know” not “what do you want to tell your customer”. This simple focus and a disciplined content framework will go a long way in creating a successful blog.