Blogging is a powerful platform for B2B companies to attract and engage their target audience. And it plays a critical role in a company’s content marketing and digital efforts. But to be successful, a B2B blogging program requires the right approach.
According to Demand Metric, 59% of B2B marketers consider blogs their most valuable online channel. And that’s not surprising. Blogging is a cornerstone of content marketing; it builds thought leadership, fuels SEO, propels social media marketing, drives website traffic and helps to generate and nurture leads. So what does it take to build a successful B2B blogging program? Here are 5 key steps to follow.
Don’t make the mistake of running a blog without knowing where you’re going. Instead, develop a game plan that dictates who you’re writing for, what messages you’re trying to convey and what you’re trying to accomplish. And understanding how your blog fits into a larger content marketing strategy is crucial and will greatly impact everything you do on your blog.
Getting your content right is half the battle and arguably the most challenging part of building a successful B2B blogging program. Content is after all the reason people will visit your blog, so it’s paramount to make sure when they get there, they like what they read.
One of the keys to successful blogging is consistent and regular content creation. You should aim to post at least one blog per week but ideally you should try to aim for 2 or more per week. With that said, one remarkable blog post is worth five average blog posts. Don’t let quality suffer for the sake of quantity. It’s also important to maintain consistency in publishing cadence from week to week, even during the holidays and vacation season. So you simply have to set the necessary time and resources aside to get it done and stay committed.
One of your top goals is to generate web traffic and have your articles read by as many people as possible. But you’ve got to get the word out first. You’ll want to share your blog posts on all your social media channels and have your employees do the same on theirs as well. You should also include a subscription feature on your blog so visitors can sign up to receive regular blog updates. And be sure to include social sharing buttons on each article to encourage your readers to spread the word and promote your blog posts on their social channels. You’ve worked hard to create great content and it deserves to be read, so look for as many ways as you can to spread the word and drive traffic to your content.
If you’re going to get serious about blogging, and you want your B2B content marketing program to be successful, you have to commit. And part of committing means you make blogging a corporate priority. Your blog should be viewed as an ongoing program, not a campaign. So everyone from the CEO down to the marketing department needs to buy into not just the benefits of blogging, but the understanding that it’s going to demand persistence and patience to do it successfully.
Many B2B companies just aren’t prepared for what managing a successful blog is going to involve. However, blogging represents a huge opportunity for B2B companies, but you’ve got to have the right approach for it to be successful. By following these 5 steps, you’ll be on the right track.
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