B2B Blogging – Navigating the Terrain of Business-Centric Content

B2B blogs are platforms for generating traffic, converting leads and enabling a business to build a brand image with the potential buyers. Such blogs create a trust with targeted buyers, further enhancing the brand image.

But reaping a lucrative business blog isn’t easy. If you as a blogger want to have effective business blog, you should combine necessary goals and methods. For reference here are some of them. 1. Post long form articles.

Content Strategy

Blogging is essential in a content marketing strategy and businesses can create quality, relevant and compelling content that attracts qualified leads because, as OptinMonster reports, ‘67 per cent more leads are generated by B2B marketers that prioritise blogging’, and they are ‘13 times more likely to enjoy a positive ROI’.

Posting regularly around long-tail keywords is one of the best techniques to improve organic search ranking. Thorough keyword research and optimising content around each targeted phrase will help you get the most out of this practice.

Next, create a well-defined blogging process and explain who should be on the dream team – the people who are responsible for all the blog content planning, production and distribution. This will create a smooth work environment and hold people accountable for delivering measurable results. An organised blogging process can also help you avoid scheduling conflicts or brainstorming problems when you have multiple writers and styles. For instance, New Relic, a SaaS application performance monitoring company, writes a variety of blogs in challenging topics using technical jargon, information and instructional language to educate their users about promoting effective software performance monitoring. It is also a place where they share stories and troubleshooting information to connect with the business people community.

Key Performance Indicators (KPIs)

Thus, defining KPIs that relate specifically to marketing will help organisations to focus their efforts and hold the marketing function accountable to its strategic goals. With metrics at hand, marketers can digest data and iterate towards more effective results. At the very least, people paying lip service in high places will be thrown clearly into the spotlight.

For B2B marketers this means selecting marketing metrics that directly link to the outcome of your strategy, such as inbound web traffic, conversion rates and CLV. Every metric you choose should be a strategic ally in the pursuit of higher-level business targets.

Tracking the number of new contacts and new customers created by your content will show you whether your blog is getting leads or not, and which content is best at helping visitors become leads. This metric is available in the Landing Pages Sources report in HubSpot, or for enterprise customers, in a custom Contacts report.

You can track the average time on page in Google Analytics for your articles on your blog to see how engaged the reader is; like, a how-to guide will probably have a higher average time on page than something for opinion or the news.

Content Creation

Blogging is one of the pillars of many digital marketing campaigns. For instance, research conducted by the Content Marketing Institute has shown that bloggers who emphasise blogging are 13 times more likely to get a positive return on their investment than those who don’t.

To gain traction, and validate your B2B blog strategy, your content will not only need to be relevant to your target audience group and demonstrate your thought leadership, but you need to do it well. Blogging is, as anyone who has tried it knows, hard work: the research, the writing, the editing, the publishing and promotion needs to be done and executed by a team who can work together.

So, while you do need to get into the weeds detailing how your product or service functions, B2B blogs specifically have to tell this story in a way that tugs at the heartstrings of buyers and shows them how you’re uniquely positioned to solve their problems – so they’ll trust you, and feel moved to do business with you. Frequently, these stories are framed as STORYform or a case study that illustrates the how of whatever your product or service is, on its way to solving a problem.

Content Marketing

Just a few solid reasons why a B2B blog should have a content strategy in place from their inception: A good content strategy should help drive organic traffic to a company site via search, without costing a cent. And that’s before we even raise the blog’s role in lead generation.

The first one is clearly identifying your audience. Use that insight to generate personas (examples of your target customers). Finally, use the personas to devise your content marketing roadmap that will steer your blog practice.

After you’ve created your content marketing roadmap, you can move on to developing blog posts. Remember, blog posts should be high-quality and help answer the questions your target market is searching for online.

If you need help constructing valuable B2B blogs, a content marketing agency can assist with your efforts. ClearVoice has a roster of professional, high-end content creators who can write effective content for your organization to reach its goals. Reach out today to see how we can help.

B2B Blogging – Navigating the Terrain of Business-Centric Content

The main objective of B2B blogs is to generate leads by offering customers valuable information that they need for their purchase when they visit a blog on your site. B2B blogs are good for a company’s brand awareness and establishing a trusting relationship with potential buyers.

But business blogging is not easy: you need the right goals with the right strategy. Here are a few of them: 1. Write long-form posts.

Content Strategy

Blogging is an essential component of any content strategy and helps companies to build valuable, relevant and engaging content that attracts qualified leads. B2B marketers who prioritise blogging generate 67 per cent more leads and are 13 times more likely to see a better ROI, according to OptinMonster.

Writing blog posts around keyword targets is one of the best ways to improve your organic search engine performance. Accordingly, your results will maximise if you conduct thorough keyword research and optimise for each targeted phrase.

You should also develop a blogging process, and decide who is on your dream team. This will enable you to plan, create and distribute all blog and social posts on schedule and with consistency over time. Above all else, your team can be held accountable to your documented blogging process, which, in turn, makes it much easier to deliver on measurable results. A good blogging process also acts as a framework, especially when you’re working with more than one writer who has a different voice and vocabulary. New Relic is an enterprise software company that monitors web server performance for businesses around the world. They use technical jargon to educate their readers about some of their perplexing technical problems, but they also write stories and offer advice that appeal to a business crowd.

Key Performance Indicators (KPIs)

Structuring marketing KPIs around strategic goals helps focus activities and creates positive accountability. Marketers leverage analytics as a way to maximise efficiencies and decisions based on indisputable numbers.

B2B marketers make a serious mistake when they attempt to track every metric imaginable, or when they fail to define a metric that relates strategically to the end result of their marketing efforts. If the ultimate goal of a marketing strategy or investment is web traffic, then any derived metrics – whether conversion rates or the widely touted ‘customer lifetime value’ (CLV) – should relate back to traffic in a meaningful and definitive way.

Knowing how many new people your content is bringing in and if it’s converting them into customers is an important benchmark for determining the usefulness of your blog. It’s easy to find this information in HubSpot in the Sources Report for Landing Pages, or, for enterprise customers, you can use a custom Contacts report.

You could track the average time on page of your blog posts to learn how valuable your content was to your readers. A how-to guide of 1,500 words, for instance, would expect to have a higher average time on page than a news piece of 500 words, because it takes longer to read a longer article.

Content Creation

Blogging is a cornerstone of many digital marketing campaigns. According to the Content Marketing Institute,marketers who prioritise blogging are 13 times more likely to see a positive return on investment than those who don’t.

The foundational component of a winning B2B blog strategy is delivering posts that are of high quality and that your target audience finds useful – and ultimately establishes your professional authority. Blogging is hard work: from discovery research to drafting to editing to layout to publication. You need a dedicated team of professionals in order to accomplish these tasks – and the ability to work together in the process.

Beyond explaining the technical details of your product or service, B2B blogs should share stories that invoke an emotional response. Making your buyers care about you and your product is a way to gain their trust and encourage them to do business with you. This is often achieved through a step-by-step [a] guide or [case] study of how you product or service works.

Content Marketing

Blogging for a B2B is a great way to engage organic visit to the company’s website, create leads. But before you even start a blog, make sure you’ve outlined a definite content strategy.

The first move is to develop your targets including the type of audience you have in mind. That will result in personas – characteristics of your target customers – and then a content marketing road map to guide your blogging efforts.

After crafting your content marketing roadmap, it’s time to start writing. In terms of blog content, shoot for high-quality blog posts that respond to the questions your audience is searching for.

And if you need help generating meaningful and top-tier B2B blogs, reach out to a content marketing agency. ClearVoice houses the world’s best content creators and collaborates with organizations like yours to create purposeful content that aligns with your company’s mission. Contact us today to learn more about our services.