Until recently, blogging was mostly reserved for people in the literary world. Confined to the younger generation with a lot of free time on their hands. But as the digital space matures and grows, companies are jumping on the blogging bandwagon. And reaping a lot of benefits. In short, B2B blogging is a sure way to increase awareness, credibility, search engine rankings and leads. All while linking marketing efforts back to business goals. Sounds good, right?
Blogs have become a crucial component of a company’s social media marketing strategy. And it doesn’t hurt their usefulness one bit that they are virtually free and easy to maintain.
B2B companies can use them to educate potential customers, build trust, and even bring in new leads. That being said, it’s very important to sneak in an element of personality to humanise your B2B content. Posting about technical, repetitive and basic topics can be very banal and lack any real value other than serving a company’s own needs.
Remember that the end goal of a blog is the same as with every other element of social media marketing — to engage consumers. And nothing engages them more than light, readable and informative content.
Inform them without being too insistent; advise without being preachy; entertain without crossing the line into forced puns; build trust without overwhelming with brand presence.
When a B2B company focuses on its community and its needs, it can then understand how to build engaging content that is visited, shared and liked across the board.
Because B2B blogging targets a very specific type of users within a certain community, it’s important to tailor your content effectively in order to maximize engagement. But how do you do that?
Let’s go over the basics.
B2B Blogging Tips
Every marketing strategy begins with identifying your target audience and their needs. For example, your B2B blog may be geared towards team leaders and middle management. Or purchasing managers and supply chain management. In each of these instances, you will have to adapt the posts, tone, and message to position yourself as an authority.
The more specific your target customer persona is, the better.
Of course, who they are will depend on what type of service your business provides and what its price point is. There are a few ways to narrow down your buyer persona and, as a result, improve your B2B blogging.
Monitor Your Competitors
Keeping an eye on direct competitors is always a good starting point. It’s a free and easy way to see what works and what doesn’t in your niche without trying out different marketing strategies yourself.
It’s also a way to stay ahead of them. In everything from the quality of your services to how to handle B2B blogging better than they do. If you have direct competitors that run B2B blogs, you’ll want to look at what types of topics they’re covering. And how well they’re doing it.
Keep up with Business Trends
Taking a look at what your competitors are doing isn’t enough for effective B2B blogging. To stay ahead, you need to stay up-to-date with the latest business trends. That way you can publish timely content geared around the most recent developments in your industry.
The good news is, if you’re already running a business, chances are you already know what’s going on in your field. If you don’t, now is the time to start. It will not only help you stay competitive but give you plenty of topics for your B2B blog. More importantly, these are topics that are gaining traction with an active and interested readership. So, make sure they’re getting their information from your blog first.
Blogging Remains the Cornerstone of B2B Content Marketing
It’s no longer enough to rely completely on a good product. B2B blogging is one of the most efficient content marketing strategies for growing your customer base and collecting B2B leads. A strong content strategy is a great way for people to find you. Moreover, B2B blogging is perfect for showing off your expertise and building trust.
Learn more with our Essential Guide to Content Marketing.
Of course, it’s important to realise that a B2B blog isn’t the only approach you should take when it comes to your content marketing. There are many other content marketing ideas you can pursue as part of your overall strategy. Which is why many businesses choose to use a content marketing agency.
B2B blogging should form the cornerstone of your content marketing activities. However, getting started with a B2B blog can prove quite challenging. Find out how to get the most out of your B2B blog. Schedule a free consultation call today.