Maintaining an industry-specific blog is crucial for marketing your B2B business. Leads who find your blog posts useful and impressive will become customers, and existing clients will remain loyal if your posts are helpful to them and their businesses. Posting relevant information regularly on your company’s blog will help round out your thought leadership content strategy and your B2B blog strategy.
Once you have your blog up and running, you’ll need to make sure you keep your audience engaged by following these B2B blogging tips when posting.
1. Post a Few Times a Week 📅
Just like with social media posts, the sweet spot for B2B blog writing is to publish a new blog post every few days, or about two to four times per week. You want to give your audience fresh material, but you don’t want to overwhelm them.
Keep a blog calendar or schedule so you can plan in advance for posts you know you’ll want to make, like highlighting conferences or events your business will be attending, or promoting articles or studies you’ve recently published. You can make adjustments to your schedule as things change, but having a plan will help you stay on track and publish new blog posts with the right frequency.
2. Choose Educational Topics 💡
In the excitement of deciding when to publish, don’t forget that what you’re publishing is even more important than how often you’re publishing. The right content will keep your audience’s attention—if you start posting irrelevant things, you’ll lose your readers completely.
The topics you choose need to be of interest to your customers and prospects. Each blog post should be on just one topic, and that topic should be educational for someone who could potentially work with your business. Post content should relate to your products and services, your industry, and your buyer personas’ needs.
3. Drive Action with a CTA 📢
While the information you’re posting in your blog may just be to inform your audience about something in your industry unrelated to your company specifically, you should always ultimately direct the reader to your website and your business. Include a call-to-action (CTA) that dives into your company’s offerings and expertise in the content area you’ve mentioned in your post.
The best place to include the CTA is at the end of your post in a concluding paragraph or two. Just make sure that the way you link back to your company is closely tied to the content you’ve discussed in the blog post, such as a service page or a product demo form.
4. Get to the Point ✏️
While you may be fascinated by your blog post topic and want to mention every little detail about your area of expertise, your audience would prefer that you make your point quickly and move on. No one wants to read an incredibly lengthy post on a simple topic, and in fact, they won’t—you’ll risk losing your readers if you can’t be concise.
Do your best to boil down the most important parts of your topic, and write those first to engage your reader. Then, use pull quotes and strategic bolding or font sizes to allow your audience to skim the post for the parts they want to read. The way you format your blog post will determine how much your customers and prospects actually read, and consequently how likely they are to engage with your business.
Don’t know how to start B2B blogging? Contact Sagefrog today for help getting started on your blog. Our content experts will use our B2B blogging expertise to increase your web, SEO, and social presence, establish thought leadership, increase brand awareness, build customer trust, and generate qualified leads. We’ve worked with hundreds of B2B healthcare, technology, industrial, and business services companies, giving a comprehensive understanding of what makes B2B blogging successful.
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