Back in July, we had a client that was looking to get into business blogging, and asked the Bradford Group to lead a lunch-n-learn that covered the basics of BtoB blogs. We covered a lot of important stuff in that presentation that I thought would be useful to share here on the Bradford blog. Hope you enjoy!
Why blog for your business?
Blogging helps you attract new visitors to your website and convert those visitors into leads.
- Companies that blog get 55% more website visitors than those that don’t—as the number of blog posts increase, your website’s search traffic will increase
- BtoB companies that blog generate 67% more leads per month than those that don’t
- 8 out of 10 people identify themselves as blog readers
- Blogs give websites 434% more indexed pages and 97% more indexed links—indexed pages and indexed links translate into higher rankings with search engines, and that means more website traffic to your site
- 92% of companies that blogged multiple times a day acquired a customer through their blog
Who reads BtoB blogs?
- Search engines
- Potential customers
- Potential team members
- Your competitors
- Your mom
How to organize content for your BtoB blog
- Use an editorial calendar to organize contributors, deadlines and post topics—an “editorial calendar” is a month-by-month listing of the topics that your company plans to feature on the blog each month
- Your blog posts should all serve larger company goals
- Brainstorm a quarter’s worth of post topics as a team—some ideas for topics include:
- Answer frequently asked questions
- Create lists
- “How to” guides
- Pose questions to your social media networks
- Create infographics
- What questions about your work do you get asked most frequently at parties?
- Create short videos, webinars or SlideShare presentations
- Bundle existing content (blog, website page, emails, etc.)
- Transform internal presentations into external blogs
- Tailor existing content to different personas
The tone of your business blogging
Write like you talk. It’s okay to be more conversational in your blogging. The more approachable your writing is, the more people will enjoy reading it. Be a real person. Don’t use scrubbed language and corporate-speak, because social media consumers don’t and won’t connect with it.
Some additional content suggestions include:
- Don’t plagiarize – attribute and link back to any sources you use
- Use bullets and numbered lists, and make your posts scannable
- Blog posts should be as long as they need to be, though search engines do prioritize longer content
- After writing, sit on the post before editing it yourself, and also get one outside editor
- Include a relevant image (picture, screenshot, embedded video or slideshow) with every post, and pay attention to image copyrights
- End every post with a question and/or call-to-action, and measure effectiveness by how many views, likes, shares and comments you get
Developing headlines for your BtoB blog entries
The only part of a blog post your reader is guaranteed to see is the headline. Give your readers an idea of what you will cover without giving too much away.
- Titles containing 60 characters received the most social shares
- Titles that included a single question mark have 46% social shares, nearly double that for titles without question marks
Optimize your blog for search engines
Focus on one or two long-tail keywords for each post. You should sprinkle these keywords in your blog entry’s:
- First or second sentence
- Few times in the post body
- Meta description
- Image alt-tags
(For example, the keywords I used for this blog entry are “business blogging” and “BtoB blogs.”)
Promote your BtoB blog post through social media
Share your post on all your company and personal social channels. Additionally, email posts directly to personal, relevant connections. Send these contacts a quick, personalized note letting them know the post is up and it’d be something they might enjoy, and ask that if they do end up enjoy it, would they mind sharing it with their networks.
Check out the full Bradford Group Business Blogging 101 PowerPoint in the SlideShare below.