Blogging is a core element of a B2B company’s approach to digital marketing. Not only does it show how the people at a company think and help to educate their market, but it provides the updated, keyword-rich content that search engines are looking for. It is important to expand your reach by building followings on social media networks, but it is more important to drive those contacts back to your blog. Through your blog, they can respond to offers and share your educational, content with their networks.
1. Use your blog to educate your audience
The difference between good and great for a blog post is what the reader takes away from it. Build regular readerships, and potential customers, by engaging your readers with quality educational content that helps your readers in their business. The more you can educate them, the better prepared they will be if they become a prospect for your products or services.
2. Create and stick to an editorial calendar
Planning is the key to any project, and blogging is no exception. An editorial calendar can help you determine how often to blog, what topics to cover and what kind of content to create. This can also be coordinated with upcoming marketing activities and industry events for maximum impact of your other initiatives.
3. Optimize your blog posts correctly
You want your blog posts to be found and read, and whether that is through search or on social media platforms, keywords help readers discover them. While search engine discovery may be automatic, social discovery happens when you use words that describe what people are looking for or topics they are interested in.
4. Make your blog easy to share
Social media encourages sharing, even for B2B companies. Be sure to include social media buttons so your readers can share your posts with others in their networks. Test which buttons work for your readers, and keep them to a minimum.. Ask yourself if you would you share the post with your network? Is it helpful, valuable and educational.
5. Blog consistently
Once you decide to start a blog, you need to maintain it. The way to develop good habits and readers is to set a schedule and stick to it. Start with one day per week. Once you have worked that into your schedule, see what it takes to add a second day per week. Start looking for others in your company to blog to expand beyond what you can do on your own. Do not scale too quickly, as you want to maintain the schedule you set, not slide backwards.