Blogging is a vital component to any content marketing, SEO marketing, and social media marketing campaign. Savvy B2B marketers see blogs as effective vehicles for communication, audience engagement, and developing a brand personality. It is important to make sure that your blog features great content. Whether you are just starting a B2B blog or have already doing it for some time, these Top 10 tried-and-tested strategies to B2B blogging success are worth keeping in mind:

  1. Set objectives – and stick to them. Businesses blog for various reasons. Your B2B company blog may aim to support your SEO strategy, establish your authority, or engage your audience. A clear set of objectives makes it easier to organize the type of content you publish. It also dictates the tone you are going to use and determine the right people to write your blog posts.
  2. Develop a blogging calendar. A blogging calendar would serve as your guide on the frequency of posts and help you balance the type of content to publish. Consider marketing activities and industry events of importance so you can prepare posts ahead of time! Use Google Calendar for this purpose or you can also keep a simple MS Word document to write down new ideas for you B2B blog.
  3. Establish a network of contributors. As a company CEO, blogging can be the best way to get up close and personal with your audience. Unfortunately, you may not always have the time to blog and for this reason, seek the help of other people – members of your staff, guest bloggers, or experts in the field – to lend their voices to your blog and share what they know.
  4. Understand and use keywords. In researching for keywords, sometimes all you need to do is to look at the top keywords that lead visitors to your B2B site. Narrow down the list and incorporate keywords into your posts. Optimize the post titles for keywords as well. Do not use too many keywords at once. You can install Google analytics on your site to be able to see traffic data.
  5. Avoid hard-selling and be sincere. With hundreds of blogs popping up by the minute, there is tough competition for readers’ attention. People can smell hard-sell copy from a mile away and avoid it at all costs (I know I do!) but are more likely to read through your posts and keep coming back to your blog if  they see that you are sincere in providing solutions and valuable information.
  6. Go beyond text posts. Post images and use Slideshare to make your posts more interesting. Create and share infographics (people like sharing those). Readers welcome a break from the monotony of text posts and sometimes, it is easier to digest information if it is accompanied with illustrations and graphics. Just make sure to give proper credit if you are posting someone else’s work. You don’t want to get into trouble!
  7. Post consistently. Stick to a regular posting schedule. Make sure it is not too often so that you avoid the problem of blogging just for blogging’s sake. Quality is always better than quantity. Would you rather have your blog followers look forward to your every post, or have them hide you on their Facebook feeds for flooding their timelines everyday with new content?
  8. Offer value to your readers. Do not forget that blogging IS content marketing, so it goes without saying that you need good content. While your B2B blog serves to let the world know about your brand, you should never forget to make it “about your readers” as well. Offer them a reason to keep coming back – be that useful information or solutions to a problem. Be savvy in promoting your products or services. There are actually ways to pitch something without sounding like you are! It is a skill than can be honed with practice.
  9. Make posts easy to read and share. Write in a concise and professional tone. Avoid using too much B2B jargon and talk to your readers in a way that you would like to be addressed. And remember that some people might be reading your blog using a tablet or a handheld device. Except maybe for a commendable few, nobody likes reading thick paragraphs and sentences that run on forever.  Also, is it really necessary to add a bunch of social sharing buttons in every single post? Install only the top-performing social media buttons and make sharing much easier.
  10. Call to action! Likely as not, you also have a list of favorite B2B blogs that you follow. Thinking of yourself as a reader, ask yourself: what makes you share, click through, or leave comments on some blog posts and not on others? Sometimes a note at the end of a post asking readers to share their thoughts or to visit your B2B website makes a world of difference.
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