Are you struggling to create interesting or helpful B2B blogs for your organization? I understand why you may be having a tough time. It takes a little work to make sure your content is engaging to other companies in your target audience, but I can assure you it doesn't have to be difficult.
Blogging works. Blogs increase traffic to your website, generate leads and position your business as an industry thought-leader.
B2B Content Writing
First of all, there's no such thing as a boring business. As long as your customers are living, breathing people, there's always a story to tell.
We research and write well-developed, original blogs for ourselves and our clients here at Laire Group Marketing.
We were recently featured in a blog writing article by Databox (see tweet below) and it got us thinking about what advice we could share about B2B blog writing.
Check out our other blogs on blogging and content market strategy:
» What is Content Marketing: Basics for Businesses
» Don't Make This Content Marketing Mistake: Advice from an Inbound Marking Agency
» The Power of Business Blogging: The Benefits of Blogging to Your Company
How to Create a B2B Content Strategy
There's no wrong place to start when creating a B2B blog writing strategy or content calendar. I want to make sure you're in the right mindset before you start doing your homework. Every blog you write should be helpful and relevant. The blog portion of your website isn't a place to talk about how great your company is or to make sales pitches. You need to have a reason for people to go to your blog and/or subscribe.
Here's how to find your blog titles:
- Ask your sales team about the questions they hear the most from leads and customers. Each question is a blog topic.
- Talk to your customers. Understand what's important to them. You should know what it takes for them to be successful in their jobs and what their industry requires.
- Don't assume how people are using the internet to search. Do keyword research. Keyword tools will give you a clear picture of what phrase to target in each blog.
Remember the buyer's journey. Each blog should speak to your audience at each stage. Everyone isn't ready to buy all of the time. Sometimes people are just browsing or researching as they navigate the web. Use the buyer's journey to build up your content calendar. Make sure there's a balanced number of awareness stage, consideration stage and decision stage blogs each month.
Writing a B2B Blog
Don't skip ahead to this part! Make sure you have a solid strategy in place. Once you're set, it's time to write. Focus each story on your B2B blog titles. I used story for a reason. Your blogs should have a beginning, middle and end. This will help you structure your blogs and make them easier to read. If they're helpful, people will share them!
If you're having trouble, here are some quick tips on how to structure your B2B blog.
Let your creativity flow. Your blog is the place to express your ideas, as long as they're helpful to your audience. Don't go too crazy.
- A list of top benefits, examples or tips is a simple way to structure a blog.
- Incorporate current events. Caution, be sure to avoid politics.
- Inspired by a quote, book or talk? Write about it.
Be sure to use white space, images, videos and headers to make the blog more pleasing to read and easy to browse.
Don't try to tackle too much in one blog. If you're going off on tangents or too much detail, break up the blog. Split the idea into multiple parts or repurpose the content, you may have an eBook on your hands.
Your work isn't finished after you hit publish
You should do an audit of your content every quarter. You'll know what topics you need to cover in the coming weeks. You'll also see what existing content needs to be updated.
Unpublish and republish low-performing or old blogs with new titles, meta descriptions and featured images. A fresh coat of paint could be what you need to get that organic traffic you're looking for.
So, there you have it! Writing a B2B blog doesn't have to be scary or intimidating. Plan, write and review your blog consistently... that's all you need to do.
Let us know if you have any questions or concerns about writing a blog for your business.