While blogging isn’t a completely left of field tactic for B2B marketing, understanding how to use it in an impactful, effective way can be challenging.
Adding a blog to your website and posting regular content is a great place to start, but what’s the difference between a blog that drives irrelevant, low-intent traffic and one that attracts qualified leads and boosts conversions?
“B2B companies that blog generate 67% more leads per month than those who do not.”
Blogging can harbour incredible results, but only if you’re using tactics that are not only well thought out and intentional, but also incredibly effective. It’s relatively easy to quickly put together a short, generic post which lacks targeted content and; thus, doesn’t bring you any closer to achieving your B2B organisation’s goals.
Get prepared to nail your B2B company’s blog and start enjoying the benefits, such as a higher search ranking and greater website engagement, with the following article.
Preparing Your Blog for Future Success
So, you’ve decided to add a blog to your B2B business’ website or, alternatively, revitalise your existing blog – what now?
Before getting stuck into your content, it’s important to establish a clear sense of direction and focus to guide your ongoing efforts.
When doing this, a great place to start is setting realistic, specific goals that detail what exactly you’re hoping to get out of building a brilliant blog. This will assist you in ensuring all of your blog posts have a clear purpose, which will, ultimately, keep you on track and help you get the most out of your efforts. In addition to this, by defining your objectives, you’ll have points to monitor, so you can regularly check-in, reviewing your progress and strategising new ways to improve your blog’s effectiveness.
With this in mind, as a general overview, you may consider pursuing goals like the following:
- Drive more relevant traffic to your website;
- Increase the amount of time users spend on your website;
- Boost your search ranking;
- Create more content for repurposing, such as on social, through the creation of resources and the like;
- Post one blog each week;
- Interact directly with users more often.
Plan, Plan, Plan
While, at this stage, it may be tempting to jump straight into writing your blogs, taking the time to create a detailed plan for the weeks and months to come is vital.
At the Lead Agency, we typically do this through the creation of a content schedule, whereby we identify specific dates for content to be posted, as well as the topics we intend to cover. This is a great time to conduct keyword research or, alternatively, refer back to the keywords you’re already targeting. In doing this, you can ensure that, when determining which topics to cover, you’re selecting those that will align with your B2B business’ core products or services, as well as those which will likely rank well.
By setting aside time to organise your content and plan ahead, you can ensure that your blog posts are optimised for SEO, while also making sure that, in the weeks and months to come, you address topics that are useful and highly relevant to your audience. With the latter in mind, planning can also help you consciously include a diverse variety of content, whereby you cover an abundance of topics, rather than falling into the trap of only focusing on a select few areas.
However, while following a clear plan can help keep you on track, it’s important to remain flexible, especially if you’re planning long-term. For instance, unexpected events are bound to occur, impacting your industry, the way you deliver your offering or the like. In response to this, you may choose to postpone certain topics, prioritising those that are inherently of greater interest in the current market at a given time.
When it comes to actually writing your blogs, by this point, you’ve likely recognised the importance of delivering high-quality, incredibly relevant content to your audience. However, at the very beginning of your blog, this becomes all the more important in capturing the initial interest of users.
The reader has, of course, already clicked onto your blog and; thus, they have at least some level of curiosity about what you’ve got to say. You’ve likely worked hard to get traffic to your blog, whether you’re promoting it on socials, focusing on optimising your content for SEO, or even using paid advertising avenues such as Google Ads. This is important to remember when writing your blogs, as the work doesn’t stop once you get prospects onto your website.
At first glance, what’s going to stop users from losing interest in your posts and, subsequently, clicking off?
By opening your blog posts in an attention-grabbing, engaging way, you can reinforce the value that your article has to offer readers, while also sparking further interest in the topics you’re discussing. This can be done with an impressive or shocking statistic, question, surprising take on a certain topic and more – get creative!
Commit to Consistency
Once you’ve made a start, while you may get busy, with different tasks competing for your time, it’s important to stay committed to posting regularly.
“Marketers who are consistent with blogging are 13 times more likely to get a positive ROI.”
When it comes to blogging, maintaining consistency is incredibly important. By regularly posting engaging, highly relevant, value-driven content to your blog, you have the opportunity to build an audience. If you’re posting once or twice a year, you’ll struggle to gain momentum and, rather, will have difficulty getting the most out of this endeavour.
Let Your Passion Shine Through
Your B2B business’ blog is a brilliant outlet to not only convey your expertise and educate consumers on relevant matters, but also a wonderful opportunity to inspire users to implement what they read. By conveying your own passion for the topic through excellent, informative and engaging blog posts, you can do just that.
If you’re ready to take the next step and start reaping the benefits of a brilliant, impactful and effective blog, get in touch with our team today. At the Lead Agency, we have extensive experience with B2B Content Marketing and; thus, have the specialist knowledge and skills required to help you get the most out of your B2B business’ blog.