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).
Our best practice recommendation:
Start with a content framework
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:
- What business are you really in?
- Who is your target?
- What are their needs and pains?
- What is your value proposition?
- What does your customer really want to know, broken out into main categories?
- What are the key purchase decision stages?
- What Keywords should you target?
Blogging can be a powerful B2B Marketing tool. If you aren’t already blogging, it might be time to start. If you are, there are plenty of good reasons to keep it up: they are great for SEO because Google love blog content, posting is quick and easy, they are ideal for sharing in other channels, and they are a proven way to connect with and convert more customers.
Here are a few quick blogging how to ideas to get you started:
|Focus on what your customer wants to know||Too many businesses use their Blog to talk about how great they are but the old dictum “remember your audience” is especially true when blogging. You only have a few short paragraphs to get a reader’s attention and make your point, so be relevant. Focus your post on one or two specific ideas that are relevant to the reader and offer practical recommendations. Link to other relevant resources on your site but don’t be afraid to link to 3rd sources as well. What you know about can be just as powerful as what you know.|
|Stick to your brand||Whether your blog posts come from the CEO, a handful of subject matter experts, your marketing team or even a guest post, define your brand’s voice and then stick to it. Your bloggers may come and go, but so long as your posts stay true to your brand then you’re unlikely to run into any trouble.|
|Include a call to action||One of the quickest ways to get customers to opt-in is your blog. So when you have your readers’ attention, make sure you invite them to subscribe. You can use a tool like Feedburner for a simple solution but contact us for best practices on how to integrate your blog into your marketing automation tool. Remember, the ultimate purpose of a marketing blog isn’t just to share your expertise; it’s to generate leads. |
|Schedule your posts||You need fewer posts to get started than you think. Start with 2-3 posts a month. Use a tool like WordPress to bulk schedule your posts in advance. Don’t send them all at once but trickle them out and cross promote them on your home page, twitter feed and emails. You can blog in real time too, but scheduling ensures a steady stream and let’s you post more efficiently and strategically.|
|Use your analytics||Here’s where you get the insights that makes Blogging so useful. Configure a tool like Google Analytics to track what categories, tags or posts are connecting with your audience . And then focus on those subjects in your content plan|
More B2B Marketing Resources
Visit the BrainRider Knowledge Center for lots of free tools and best practices.