A well-maintained blog can deliver numerous benefits to your organisation, from increased web traffic and lead generation to heightened brand awareness. If you’re considering a company blog or have one that’s not performing as you’d like, take note of our top ten tips for successful B2B blogging:
- Be strategic Your blog should be a part of your social media and/or wider marketing plan. Understand why you’re creating a blog in the first place. What is it intended to achieve?
- Know your audience Who are you speaking to? What do they want to know? Which types of content are most appealing?
- Find your voice Blog posts tend to be informal. Be personal to the extent your audience and subject matter will allow. Let your individual voice and personality come through.
- Have a clear message Readability is key. Less is more – stick to one topic per post.
- Post consistently Regular updates are essential for developing your readership. Use an editorial calendar to plan posts ahead of time.
- Deliver non-branded content Save the self-promotion for your advertising. Use your blog to demonstrate knowledge of the industry and address common questions or timely issues.
- Engage Respond to comments. Thank readers for taking time to participate. Encourage sharing.
- Link and tag Blogs can greatly assist your SEO efforts. Link where appropriate and tag all posts with relevant keywords. Ensure your blog is clearly connected to your website.
- Invite guest bloggers to post Offering views from a range of writers is a great way to keep content fresh and bring new readers to your blog.
- Would you share it? Before posting, ask yourself: is this something you would find interesting or valuable enough to share with others?
