If you are just beginning a blogging content marketing program, or already have one but would like to improve it, the following blogging strategies will help you move forward.
The first is a question. Ask yourself why are you starting a blog? What is your goal? You may have a variety of reasons, but if you are a B2B business, most likely they fall into the following categories:
- Increase the number of visitors to your site
- Improving search engine optimization
- Help educate current customers on business-relevant topics
- Generate sales leads
- Build or enhance your brand; a blog helps you communicate exactly what your business is, its objectives, and how it can help the end customer
If your blog has been around for a while and has not helped you reach any of these goals, then this is a good time to rethink the entire project and your blogging strategies.
Improve your results with these key components of an effective blogging strategy:
Know your audience. Many manufacturers provide products that can and are used in a variety of industry settings, such as education, healthcare, and building operations. In such cases, and depending on the product, you will need to write blogs with a common denominator, discussing issues that will prove beneficial to all end-customers.
Also consider whether the people you are trying to reach are young people, senior executives, or middle managers. Although you want to stay professional no matter the age group or title, writing for young people may require slightly different blogging strategies such as using a different tone or word choice compared to writing for senior executives.
When you review your analytics, do you find your readers visit your blogs mostly while commuting? If so, you may be able to make your posts a bit longer. You are more likely to have your visitors’ undivided attention during the commute. However, if your readers are already at their desks by the time they take a look at your blog, keep your posts short and to the point, about 500 words.
Ensure good grammar. I tend to read the Wall Street Journal online. Recently, they’ve had a lot of editing problems. Words are missing or misused, sentences do not flow or simply does not read correctly. These errors distract from the article’s message and sometimes I don’t even finish reading it. Don’t let this happen to you. Always have a second person read your posts before publishing them. Poor grammar on a business site makes the company look unprofessional.
Get optimized. We can’t talk about blogging strategies without discussing search engine optimization (SEO). You do not need to subscribe to some online service to make your postings more search engine friendly. Here’s an SEO strategy that is easy to follow and more importantly, works:
- Decide on your keyword(s) before writing the post.
- Make sure your keyword(s) are in the first paragraph of your blog.
- Add the keyword(s) about every 100 words throughout the post; make sure it fits what you are writing; adding keywords just to add keywords can backfire on you.
- Include the keyword(s) in your meta description of the post…this is what the search engines pick up.
Now sit back. If it’s a quality post with good information, it can take as little as one week, but the post will soon start showing up on the major search engines.