Is B2B Blogging A Waste of Time?

The short answer would be a resounding No.

According to HubSpot’s State of Inbound Marketing report [2014], marketers who have prioritised blogging are 13x more likely to enjoy positive ROI.

Blogging is a proven lead generation tool, with 82% of companies who blog daily acquiring at least one customer using their blog. It is particularly relevant in the B2B space, where companies place a higher value on educating their customers.

As well as lead generation, B2B blogging can be instrumental in informing the content and discussion that you have on every other marketing platform. It’s not only a fantastic communication tool that can raise brand awareness, add value for your customers and create credibility for you brand; it can also improve your website’s search engine ranking.

Developing a comprehensive strategy that accomplishes these goals is key for B2B blogging success.

Define Your B2B Blogging Objectives

This is the most critical step in any B2B marketing initiative. Defining what you want to achieve from your B2B blogging campaign will help your business create a focused and successful content strategy. Do you want to?

  • Support your SEO strategy?
  • Position yourself as a thought leader in your industry?
  • Support sales initiatives?

 

Based on this you can develop a comprehensive blogging plan. Research the audience you are targeting and consider how you are going to target them. 46% of people read blogs more than once a day [HubSpot Science of Blogging, 2010] so try to find out:

  • Where do they read blogs?
  • What are their consumer pain points that you can address within your blog?
  • What messages are likely to move them further through the sales funnel?

Define your Contributors

You want your blogs to be insightful and interesting so finding the right people to write them is imperative. Will you outsource or handle the load in-house? There are several arguments for both cases, which you can read more about here.

If you decide to take on the initiative yourself, carefully consider the products or services your organisation sells and assign topics to relevant in-house experts who can provide in-depth insight. This part is particularly relevant for B2B industries where the purchase decision is more complicated. The more insight you can give the (potential) customer, the better.

Ensure that one person takes responsibility for organising the your blogging channel. In order for the whole process to run smoothly, maintenance, scheduling, and comment moderation cannot be overlooked.

Develop a Topic Plan

Curate a blog writing schedule to ensure you stick to your strategy and reach your blogging objectives. This is particularly important if you’re working with multiple authors. Take advantage of free online resources such as Google Calendar or Google Docs.

Plan your writing ideas in advance and ensure you keep a steady stream of writing ideas. In order to improve your SEO, consider using Google’s Keyword Planner tool to find out what people are searching for in your industry. Even if SEO isn’t a priority of your B2B blogging strategy, this tool can still provide relevant suggestions for your blog content.

Measure Your Success

Start measuring your blog performance right from the beginning, but don’t expect too much too soon. Blogging is a fantastic SEO strategy, but results can take weeks or months to see, and getting your content noticed can be extremely challenging at first. Remember that in time, your strategy will reap rewards and the more you put in to it, the more you get out.

Monitor your small successes first, consider:

  • Any Comments or Likes on the Blog itself
  • Social Shares, Likes & engagement
  • Visits to the Blog on Your Website

By focussing on these small successes, you will reduce your team’s frustration if they’re not seeing results straight away. Take your small successes on board and learn from them to inform future strategy. Your goal expectations can be raised as blog momentum is gained.

It’s not easy but it’s worth it…

B2B blogging isn’t easy. It involves time, effort and hard work, just to get off the ground. However once you’ve implemented your initial strategy, your blogging efforts will get easier, and your B2B business will start to reap the rewards that come with more frequent communication with your customers.

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