Business blogs differ from personal and media blogs, in that their number one purpose is lead generation.
Through keyword research and a solid understanding of the buyer journey, B2B brands can become a partner and guide by creating content targeted to their customers’ information needs.
By publishing useful and relevant content, you become an authority in your industry and develop deeper relationship with both prospective and existing clients. This makes blogging a key strategy in most content marketing programmes and a foundation for a lead-generation website.
Some things to consider when developing a successful B2B blog:
1. Change from a business mindset to a publisher mindset
Instead of thinking like a business, think as if you’re a vertically integrated publisher.
You’re not just a blogger writing a couple of pieces every month and hoping someone will read it. You have the same responsibilities as a ‘traditional’ publisher, with the goals of a business-person. Create and publish content that is relevant to your business and useful to your prospective customers. Put simply, you need content that will generate leads.
2. Choose keywords wisely
Readers don’t want to read about your business on your blog. If they’re reading your blog, they already know about your company and may be repeat customers.
Using non-brand keywords will help bring in traffic from other search engine results – from prospective customers who don’t know you yet and are still in the research phase.
Provide useful information based on topics you know customers are researching. Google is a research tool after all, so when you publish valuable information (optimised for keyword families) they are more likely to find you.
3. Listen to your audience
You may believe that you are writing interesting posts that engage your readers. But are you really? Topics that interest you are not necessarily appealing to others.
Conduct a survey and ask your readers what they want to read. Check their comments and engage in productive discussion.
4. Don’t leave your blog isolated
Make sure your blog is a main section in your website, so people can find it easily. If you are still hosting your blog on a separate blogging platform, transfer it across. It’s an easy way to generate first-time readers if they already visit your website regularly.
Follow best practice for search engine optimisation including linking keywords to other sections of your website for a richer experience across your blog and products and services pages. This will help readers and search engine algorithms better understand and index your website.
This article was originally published by Website Builder.