B2B blogging – “How-to” guide

B2B Communication

A lot of you guys out there probably know that it’s a good idea to create a B2B blog on your corporate site. However even with this knowledge a lot of people are still in doubt on how to manage and go about having such a B2B blog. Hence, below I will try to go over some of the most important matters regarding B2B blogging.

First of all when starting a B2B blog you have to be certain who you are trying to address with your blog. Furthermore, you have to figure out what you actually know about your target audience. You need to have knowledge about your target audience and what they go through with their business. In other words, you have to have an understanding of your audience’s problems and obstacles when it comes to their business. Only in that way you can help your target audience and contribute with new knowledge when writing your blog posts.

Another thing you should do when starting a B2B blog is to write down ideas for blog posts as you come across them. If you don’t write down your ideas, you can easily come to a point in time where you have no ideas for further blog posts and you don’t want to end up in that situation. It can be very hard to find relevant and thoughtful topics to write about when B2B blogging. The hard part is that you have to write posts that are relevant and appealing to your target audience and at the same time you have to avoid writing self-promoting content that are of no use to anybody. One thing you could do to spike creativity when it comes to coming up with new ideas for blog posts in your B2B business, is to talk to different people in your company. For instance by talking to some sales people in your company, you will definitely get some ideas on what is relevant for your target audience.

 

B2B-blog

When you start your B2B blog and you write relevant and compelling content for your target audience, you still need to make sure that they are actually aware of the fact that you have a blog and that it contains brilliant content J. This is where social media is an asset. You need to make use of all the social media and communication channels you can get your hands on, to let your audience know about the existence of your blog in general and the different posts you put op. These communication channels could of course be social media platforms such as LinkedIn, Facebook, Twitter etc., but you can also make use of for instance newsletters and even links in your e-mail signature. To learn more about how to use social media in general click here.

Additionally you should also use SEO as a way of getting your blog posts out to your target audience, but I won’t get to deep into that for now. Just know that SEO is of course also something to take into consideration when writing a B2B blog. For more information on SEO when it comes to blogging, you should definitely check out this blog-post by Rachel Sprung.

Furthermore, it’s Alpha Omega to have a “call-to-action” element in your blog posts. If you don’t give people who are reading your blog an opportunity to comment and show their interest in your company, you are limiting yourself unintentionally. It’s first of all very easy to incorporate a “call-to-action” element in your blog post and second of all it’s much easier for people to engage in your brand when you give them the opportunity to interact and show their interest.

What’s your take on B2B blogging? Comment below!

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