Are you looking to take your b2b blogging strategy up a notch or two? One of the best ways to do this is by following some of these proven b2b blogging best practices.
By implementing these simple steps, you will be able to create content that will resonate with your target audience and generate more leads in the process.
B2B Blogging is a winner
Never underestimate blogging as part of your b2b content or inbound marketing strategy – it works pretty well in many aspects!
What makes blogging so effective for b2b companies is the fact that it’s a great research tool and an efficient way to give prospects information on your company, products, or services. In addition, you can use blogs as part of your b2b lead generation efforts.
This list of b2b blogging can be used shows its versatile use:
- TOFU awareness
- Traffic generation through search engines
- Traffic generation through social media
- Targeted content for TOFU, MOFU, and BOFU lead nurturing workflows
- The breadth of content works well for thought leadership positioning
- Blogs can result in a 434% increase in indexed pages and a 97% increase in indexed links (DemandMetric)
- Businesses that blog get 55% more website visitors than businesses that don’t. (HubSpot)
- Blogs can increase your company’s search engine rankings (HubSpot)
- A Brafton survey found that “Companies blogging at least once a week had nearly double the number of visitors to their sites from social media as those who did not blog.”
Do keyword research properly
The B2B SERPs are very competitive, lots of companies are competing against a general and compared to B2C lower search volume, so you have to find your niche and do keyword research properly.
Especially as a small company you are trying to rank for similar keywords than the big fish with large content marketing departments, being capable of producing a blog post per day or more.
To be successful with blogging, it’s crucial for B2B marketers to understand how the blog post keywords impact a company’s search engine rankings. It may seem like a daunting task but once done correctly can really help bring more visitors to their website through organic searches. We advise using tools like SEMrush or a cheaper version of it KeywordsEverywhere to find the keywords you actually have the chance to rank and attract valuable organic traffic for.
Find out which keywords your targeted audience is searching for and incorporate them into your blog post. Don’t keyword stuff them though! Use the mentioned SEO tools to research both primary and secondary keywords, which you can then prioritize based on a topic cluster strategy.
To connect with your target audience, you need to communicate in the words their prospects use. This is so simple yet many businesses fall into this trap; unfortunately for them, it simply doesn’t work because they are using language that only their company understands or knows about–which alienates any other person on Earth!
Be consistent with the content creation
With many businesses starting out their blogging journey (or re-starting), consistency isn’t always easy. But like most things, if you make it part of your routine, soon enough it becomes easier as time goes on. Try setting aside an hour each week specifically dedicated to writing new content so you have something fresh published the following Monday morning/afternoon. For more tips check out our post about how to create consistent content.
Be consistent with your company voice
As mentioned previously, consistency is key when starting out any new type of marketing campaign (or even re-starting one). You should already have some idea about what topics are interesting to people so use those themes repeatedly in each different piece of content. The more familiar they get with hearing from you on these subjects/topics rather than others will make them more likely to read/share your content in the future.
Be consistent with posting schedules
It’s also important to be consistent when it comes to publishing new blog posts on the regular B2B blogging best practices company schedule, which is why we aim for at least once per week (and typically always within that timeframe). We’ve found this works well because people know what they’re getting from us and therefore can expect things published around certain days of the month or whatever else you decide upon – consistency breeds trust!
You know your stuff – show it!
Be a thought leader and an industry expert! Write posts that are going to be of value for your target audience, not just topical information or news recaps – make it educational as well as interesting so they can learn about what you do from their computer screens at home/work. If you have the time, research current events in your field and find ways to tie them into what you’re writing about – this makes for great “evergreen” content that will continue being relevant long after its first publication date.
Be helpful and relevant
Nobody wants to read another b2b blog post that sounds like a press release, does not contain any useful information, and therefore feels like a waste of time. Incorporate in your b2b post as much tactical, practical and actionable help as possible because you want your audience to come away from reading it with a deeper understanding of how to solve the problems they face every day.
Not only produce great blog posts, but we also incorporate lots of tips and tricks throughout our content that readers can apply directly in their own business/industry – this is what really helps them stand out!
Be different (don’t be like everyone else)
Don’t be afraid to be yourself and show your personality – adding an informal touch will help build rapport with your target market that many other businesses miss out on. We always aim for our biz blogging best practices company-based writing style as opposed to strictly following industry “rules” so people know who they’re dealing with.
Everyone’s company is different, so don’t be afraid to showcase that! Be creative and innovative in your writing style by adding an extra “zing” factor at the end of each post — this will make it stand out from other biz blogging best practices posts on the web.
Don’t forget about visuals or video
Images are another key element to creating a successful blog for B2B businesses as they can serve as an added bonus when readers click through or share across social media. Incorporate high-quality photographs within your content whenever possible (and relevant) – just remember not all images need pop up over large pictures throughout the entire screen/page because people want their text first and foremost before anything else.
Make sure to include relevant videos, images, and other visuals throughout your blog posts as well. These can help break up the copy for someone who wants a quick peek at something without having to read through an entire post or article – it’s also another opportunity within your content that you don’t want readers/prospects passing over!
Don’t forget about multimedia! Video blogging is one of the most popular types out there because people love learning with visuals–it’s more efficient than traditional reading methods (but still important!) so give those B2B prospects an added bonus with lots of different kinds of media they can consume.
Make it interesting
The best biz blogging company advice is to make your blog post writing fun and engaging for the reader–make them laugh, make them cry, or shock/surprise them in some way shape or form because this will help you connect on a more personal level. Not only are humor posts always popular but people also love stories that touch their heartstrings while providing valuable insight into what you do – try adding some “behind-the-scenes” information within each blog so readers know exactly who they’re dealing with with with when they hire you (or sign up).
Be transparent and honest in your writing
Don’t hide behind an “anonymous” username – show customers that you’re real people just like them. Be open, candid, and authentic with the way you write about business-related topics by adding a little bit of yourself within each biz blogging best practices post to help build trust with your target market. This will not only add another dynamic element to what you’re saying but also give readers insight into the kind of company they can expect from doing business with yours.
Integrate the blog to your website and other marketing channels
Make sure your blog is connected with the rest of your site. Make it easy for readers by including links back to their original source or referring them into related content, like other blogs that may be relevant according to themselves onto topics similar as yours in order to create cross-network reading experiences!
A blog is an important part of any corporate website because it allows potential customers to learn more about your company before they make a decision. Your navigation and design should be such that users can easily find information if they’re looking for the site’s content; this way, you won’t exclude many people who could benefit from what you’ve got going on!
Also, consider setting up a subdomain for your blog (and landing pages). For more information check our post: do I need a domain for a landing page/Blog post? See here for some good names for subdomains.
The blog is often the first thing potential customers see about your company, so it’s important for them to be able and find information easily. Make sure that when they arrive on a page or in search results from an internal link (e-mail subscription), you’re there!
Content pillars are the “bread and butter” of your biz blogging strategy – they’re extremely valuable because you can focus all content around one central theme, which will help readers navigate through every post and lets you gain EAT, rankings, and traffic in Google.
Make sure that you’re using your content pillars not only to organize your blog posts but also as a way for people who are already familiar with what you do–appealing to both new and returning visitors. Use them throughout all types of media, including tagging different keywords within the pillar title so it’s easy for readers to find anything related in one place!
Don’t forget about SEO: on-page and off-page
Every word you write for your biz blog does not to be optimized–this means not only making sure that the content is valuable and engaging (check also our post about content pillars) but also accessible by search engines.
You want readers to see what you’re writing so make sure that throughout every post, there are at least three links back to different parts of your site (or other posts on your blog), along with keywords within images alt text tags, or title tag subtitles! This will help Google find all of this information if someone’s looking it up in a search engine like Bing or Yahoo!, which can boost rankings when done properly because an increase in traffic usually results from higher SERPs.
Setup a content creation engine
This means having a content plan ready but also having people who can produce the content. The people with the best knowledge about the product/service you’re selling are your internal people. Therefore you need to involve them in the b2b blog post production process.
Don’t rely on your company’s social media or content manager to write all of the blog posts for you – it’ll make both your job and theirs a lot easier if everyone is working together in one place! This way, employees can pitch their ideas and get them approved before they’re scheduled into the calendar so that everything runs smoothly–and without forgetting about any deadlines along the way! Put the whole internal content production schema into SLRs and a big overall B2B Blog Content Strategy.
Remember: blogging doesn’t happen overnight; it takes time and patience to see results from doing biz content best practices right. Just like anything else, there will be bumps in the road but learning how to work smarter rather than harder leads down an easier path towards success! We recommend sticking with our B2B blogging best practices, we have tested these approaches and succeeded many times.
Think about the best ways to promote and disseminate your posts
Most people probably won’t find your blog unless you’re doing some form of promotion; while it’s okay to post on social media and share with friends, posting more than once a day can be overwhelming for readers who aren’t interested in every topic you write about.
You’ve got to know that what works best is choosing one or two places (e-mail subscription list, social networks like Linkedin, Facebook, and Twitter) where the majority of your audience hangs out regularly/with most consistency – this ensures higher CTRs because they see new content from somewhere they already follow! Don’t forget: if no one sees your posts on these sites, then there isn’t any reason why anyone would want to go through the hassle of finding them again later down the road.
The ratio between creation and promotion can vary depending on what you are trying to achieve with each channel–from increasing website traffic or getting new leads through email campaigns. For blog posts that ratio is lower than for complex long-form content (where you additionally use paid media like lead gen campaigns, content syndication campaigns, etc.).
Blog posts can be also nicely used in mid-funnel marketing – check the link to find out more.
Try boosting your blog post on Linkedin
The blog post boosting campaigns on Linkedin are easy to use and to set up. Try using them and check the results. Sharing your posts on paid LinkedIn is one of the best ways to increase traffic and engagement in your brand or business.
Master organic social media for post promotion
You can increase traffic to your blog by writing social media lead-ins that will encourage followers and customers alike. These short, personalized captions are perfect for sharing on Facebook or Twitter with friends who also love what you write!
Lately, I’ve been noticing an increased number of people using LinkedIn as their professional networking platform – whether they’re working in sales or not (and even if it’s just family & friends). It doesn’t matter how big/small the company may be; there is always room at least to try out some new tactics before deciding where each individual spends hours every day: on the couch or at their desk.
You can use Linkedin as a powerful biz blogging tool that will help reach thousands of people easily if they are following your company/brand’s account(s). It might be difficult to get those 1000+ connections on LinkedIn but it isn’t impossible; with some persistence and dedication combined with a smart work ethic, this goal could become yours in no time flat! The more connections made equals better networking opportunities which means, even more, traffic generated (yes – it is possible because these helpful heads turn into eyes that will read what you have to say then share it with others as well).
Always use CTAs on your blog posts
CTAs are call-to-action buttons that encourage readers to perform an action, like signing up for your newsletter or requesting a demo. The best part is they can be customized with different colors and languages depending on what you want them to do! For sure par of B2B blogging best practices!
Know what to measure and learn from the data you gather
The metrics that matter are your blog post conversions, not traffic. If I get 100 unique visitors but convert five of them on an offer, then it was a successful campaign. On the contrary, if I generate 200 unique visitors but only one person converts – this is might be a failure! Always track every conversion event in Google Analytics (or some other analytics tool) so you know where your best performing posts are (attribution analysis) –this way you can scale up with more content around similar topics or promote different types/levels of offers depending on how well they perform over time!
Don’t forget about ‘bounce rate’ either: even though someone comes to the page doesn’t mean he will read the whole blog. This is an indicator of how well your post resonates with the reader and whether it’s worth promoting again in different channels (i.e., paid media).
Produce online content
Copy for the web is different than the copy on paper. Most people skim online content, especially blogs- so your blog needs to be written in an easily digestible way that creates a good user experience or else you risk losing their attention! And since people often read on screens rather than pages of printed materials, use short paragraphs and bulleted lists with whitespace throughout your post as well as images/CTAs if possible (and don’t forget about SEO!)
Final Thoughts: biz blogging best practices for company blogs
These are just a few of our top tips to improve your content strategy–if you’d like more ideas about what will work well, we’d be happy to lend some advice! Just reach out directly at [email protected] or leave a comment below if there’s anything else that comes up while brainstorming new ways to take your business content game up another notch!
Try making good use of AI tools
Artificial Intelligence is the key to increasing the amount of time you have for other more important tasks. AI for small business marketing is evolving bit time and we use internally for B2B blogging a couple of AI tools. One we can recommend is called Jarvis and can be used for content production. See the link to our blog post above, to find more tools.