B2B blogging has evolved a lot over the last several years. It’s no longer enough to use a B2B blog as an extended product catalog. Instead of talking about your company and what it can do, customers are interested in hearing how you can benefit them.
Your B2B blog is your first opportunity to showcase the value you offer. Leads can preview your expertise and customer service by putting your helpful, informative blog content into practice.
Here’s how you can get started and get the most value from your time blogging:
1. Identify Your Target Customers
Every piece of writing is for someone. This is especially important in B2B blogging, since only a handful of people at any given company will be in a position to pursue your offerings. B2B content should focus on purchase decision-makers and their advisers who can advocate for solutions.
2. Understand Their Pain Points
B2B decision-makers go online to answer specific questions or resolve business problems. This fact-finding mission leads them to explore particular solutions. You can use keyword analysis to figure out which search queries bring traffic to your site, thus uncovering topics of interest.
3. Write Helpful, Informative Content
B2B content should be useful. That is, it should provide specific advice that Web visitors can apply to their situation right away. That can come in the form of new tools, a self-assessment, or an article like this one that gives you new ways of thinking about the issue at hand.
4. Connect Content with Email Offerings
Your blog serves as “bottom of the funnel” content that draws Web traffic to you. It helps you open up a relationship. The next step is usually trading high-value content in exchange for users joining your email list and becoming leads. Once on your list, you can nurture them further.
5. Recycle, Expand, and Promote
Blog content usually starts its life as text, but it can be refined into many other forms that all draw traffic and appeal to new consumers. A post can be made into an infographic or blog script, for example. Don’t forget to promote your content using social media and email blasts.
Many enterprises sour on blogging because they don’t see the outcomes they want within the first few weeks. Sticking it out is worthwhile. These simple tips can help you get the results you seek: Discover 3 Simple Ways to Increase Blog ROI.