Interested in starting a B2B blog?
Unlike many other niches, B2B blogging requires industry insight, research, and a lot of experience in business dealings.
You don’t have to be an expert, but you need to know your stuff. If you’re creating a blog for your B2B company, then you most likely have conversion goals attached to the progress of the blog.
To get your B2B blog off the ground and start growing your audience, here are 9 things you need to do ASAP.
1. Get content help
If you’re planning to write all the content yourself, you’ll soon run out of steam, or ideas. Running a professional blog isn’t easy work.
You’ll have to research relevant content ideas, gather needed resources, put them in a digestible format, edit, and re-edit.
Sometimes, you will have to consult with other industry experts for insight. If you already have a full-time role, this will eat into your productivity.
Instead of going through this hassle, outsource the task to a professional business writer.
Place an ad with your requirements on a high-quality job board like Problogger, or a gig site like UpWork or Fiverr. You’ll be contacted quickly by several experienced writers to choose from.
You can also open your blog to guest posts, and regularly publish high-value content written by other people.
2. Identify your target audience
Your target audience consists of more people than your target market, so you shouldn’t evaluate both as the same.
Your target audience is made up of people actively seeking solutions and information about certain things in your industry. They might not be ready-to-buy business owners, but having their attention might be useful to you in the future.
It is important that you outline what benefits you want from your blog, so you can get more specific with your targeting.
3. Develop an editorial calendar
If you want consistency with your blog, an editorial calendar is well needed. It will help you keep track of content that should be created, publishing dates, and other necessary information.
With a well-structured calendar, you can plan your blog content for months to come. When your writers and editors are put on a calendar, it encourages them to be more productive, as their work will have to be approved and scheduled weeks before publication.
4. Write evergreen content
There’s nothing wrong with creating content around viral events or trends, but that should not be your long-term strategy.
Your blog should contain information that will be found relevant two years after being published.
Your content must be useful, and actionable. When you invite guest bloggers, vet every article before it is even put in the publishing queue.
Some viral keywords might boost search rankings, but not to the audience that matters.
There’s no value in visibility that doesn’t offer any ROI.
5. Ensure that your blog is search friendly
Your blog must be Search Engine Optimized (SEO) to rank on result pages; this involves on-page SEO and off-page SEO.
On-page includes using the right keywords, headings, plagiarism free copy, and other technical details.
Off-page SEO involves all the promotional efforts you do outside the blog e.g. social media sharing, backlink building, e.t.c.
6. Gather email subscribers from the first day
As amazing as your content might be, not all visitors will remember to come back.
It is important that you place a signup box on your website from the first day. This way, visitors who enjoy your content can sign up for updates.
Although some businesses do it, it won’t be ethical to directly promote your business to these subscribers. If they give you permission to send blog updates, stick to just that.
You can promote business services as an added value, and in a very subtle way.
7. Monitor analytics reports
It’s not enough to hit publish and leave. Analytics reports are provided to show engagement status on all your blog content.
When you monitor them closely, you gain insight into how users are interacting with your content. You can see what pages are performing best and those that are getting little or no attention.
You can also identify the types of devices the majority of your readers use and develop ideas on how to optimize your content for a better experience.
8. Use high-quality visuals
Visuals are very relevant to engagement. They also increase the sharing power of your blog posts. Use illustrative images and graphics that support your content.
For better reach, you can put relevant information such as research data in an image and encourage users to download and share.
One technique that has provided results for blogs is downsizing each post into an infographic. Infographics are structured, colorful, and packed with data and insights. They gain thousands of likes, retweets and repins because of their value.
9. Promote consistently
Leverage every promotional outlet available to you. One of the best ways to do this is by using social media. You can extract some interesting snippets from blog posts, and schedule them to be posted on your social media pages.
Also, take advantage of your business community – encourage connections to share, especially on LinkedIn, Facebook, and Twitter.
These platforms have a high reshare value for readable content.
If you linked out to other sources in your blog post, reach out to them, encourage them to read the content and share with their audience if they like it.
10. Integrate marketing into your blogging
While your blog is still growing, it wouldn’t hurt to promote business offerings to your visitors. You can do this by creating landing pages and integrating free resources to your content for conversion.
This time, visitors know that they are being sold to, and can be added to your funnel.
Even with this opportunity, keep the promotional content at a minimum. This is important to preserve the value that your returning visitors/subscribers stick around for.
Keep in mind…
Your B2B blog will not take off right away. It takes time to build a relevant, high-quality blog that is seen as an authority voice in any industry.
If you have the patience and can support its growth with the needed resources, your business will eventually begin to feel the impact of your blog’s visibility.