Why should B2B companies blog?
Because blogging is a marketing and communications best practice.
And yet, it is difficult to convince businesspeople why they should blog. The most relevant reasons are that blogging freshens your company’s website and attracts visitors to keep your company top of mind for your potential customers and search engines.
This was true several years ago when admonishments for blogging in B2B marketing began and it remains the same today.
- attracts more customers
- demonstrates expertise for becoming a trusted source
- positions your company as an industry leader
- inspires conversation
- provides reference material when engaging in sales
- establishes an independent publishing forum
- offers more online reputation control
- enhances social media presence
- generates content for re-purposing (more on that later), and
- encourages the customer journey.
Why Companies Do Not Offer Blogs
So many potential benefits from blogging and yet, many companies are not making the commitment. Based on the feedback I receive, here’s why (long with my response):
1. Company management is not convinced. The above list should help.
2. Lack of time. Blogging requires discipline. Regular submissions to attract and maintain readership require that blogging becomes part of bloggers’ work schedules and not an additional project that will lengthen the workweek. Let’s face it, most professionals have long given up on the 40-hour workweek so adding another responsibility will likely be unwelcomed.
3. Lack of money. If time is an issue, consider hiring a professional writer who understands your industry. While it may seem like resources are scarce, it is likely the money is there but priorities need reconsideration. Offering blogs and other great website content is more important than advertising. Think of it this way: if advertising attracts potential clients who find no substance, you’ve wasted money. Conference booths, snail mail marketing, giveaways and other tactics might need to be placed on the back burner.
And remember, you can get the most from your blogs by repurposing content (more on that below.)
4. Lack of topic ideas. To find subjects for blogging, start by asking employees in contact with customers, including sales, field and customer service staff what concerns are customers expressing. Ideas can also be found from the media and joining LinkedIn Groups and “listening” to conversations.
How to Get Started
1. Make a list of ideas.
2. Develop an editorial calendar. Look at the next 52 weeks and assign blog topics, always making sure to first create a bank of “evergreen” topics in case the intended blog is not ready. Be sure the blogs are substantive with original unique content. Do not copy other writers’ work!
3. Establish a blog promotion plan and continually look for new ways to market the blog. Poorly promoting blogs is one of the major reasons why people think blogging does not work. Posting on social media is a good place to start, but there are other ways including offering to post as a guest blogger.
Finally, do not forget to re-purpose blog content. Ways to repurpose content include:
- Using blog text to update the website. Personally, I have found that blogging causes me to think of new ideas that should be added to my site.
- Modifying the blog for email marketing and newsletters.
- Pulling parts of blogs out for developing eBooks, white papers, longer articles for third party publication, etc.
I hope this post inspires your company to get started. More great blogging tips can be found here.
Got questions? Please ask in the comments section below or send an email to firstname.lastname@example.org.