Your B2B company has set up a blog. You’re posting occasionally, promoting it on social media, but still don’t have a lot of blog subscribers. Your website visitors aren’t jumping up like you expected and you’re not generating leads. So what do you do now?
It’s tough to get started with blogging, especially for B2B companies. We were there before and now we’re to help. We have come up with some blogging tips that will help you improve your blogging for the better, based on our own experience.
1. Take the time to create a powerful and engaging title
Most bloggers spend hours putting together a great blog post and then throw a title on it at the last minute. The title of your blog post is arguably the most important part of your post because it is the first line of entry for viewers!
The title needs to grab a reader’s attention and let them know what they will get out of it. If a title is not catchy or too vague, it will be skipped over and not even clicked on. So take at least 15 minutes to brainstorm ideas for a great title.
2. Create visually stimulating graphics
If you have the means and opportunity to create custom graphics, then you should definitely do it. A blog with engaging graphics will stand out from the rest. Many company blogs just use generic stock art or no images at all. Take the time to find stimulating graphics that will lure readers in. Infographics are another great way to engage readers as well.
3. Find your niche
It’s important to know who your target audience is and provide quality content that they’ll want to read. You want your company to be perceived as an expert in the industry, so choose topics to write about that your company does well. This will help you establish credibility and a loyal following.
4. Keep it short and to the point
Nobody wants to read a dissertation. Blogging is not the same as a client report or college essay. Blogs should be easily skimmable and use short paragraphs that get to the point quickly. Remember, your readers have full time jobs just like you and don’t have time to read long blogs. Keep it short and use different ways to break up the text like bullets, sub-headers, etc.
5. Know basic SEO
Learning on-page SEO best practices, such as optimized page titles, meta data, SEO-friendly-URLs, etc. can really help increase your blog traffic. Always write your copy and then think about how to optimize it for search. Make sure to use other on-page SEO such as internal linking as well. And don’t forget to use ALT tags for your images. This allows Google to know what the image is, so incorporate descriptive keywords for maximum optimization.
You can also use the Google Adwords Keyword Tool to research which terms and topics are trending in Google Search. For example, when you search SEO vs. Search Engine Optimization, you can see in the image below that SEO is searched more often. Therefore, it may be better to use SEO in your title or ALT tags to reach a larger audience.
6. Post regularly
Making time to write and post blog articles is hard work, but your followers will appreciate your blog more if you’re consistent. Try to blog at least once per week. If you can, blog 2-3 times per week for better results. It’s important to find the balance between quality and quantity. Better to post 1 high-quality blog post rather than 3 mediocre ones.
7. Be authentic and conversational
It’s easy for B2B companies to get caught up in the industry vernacular and not show any personality. Remember that your blog is not a term paper and that actual people will be reading it. Although you are representing your company, use a conversational tone and be authentic. By doing this, you will build a connection with your customers and prospects, while also giving them quality content.
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By following these tips, we hope your company blog will go to the next level. Blogging is something your company has to commit to and stick with because it takes time to grow your following. Be consistent and provide quality content and your followers will come!
Bonus! Have a clear call-to-action
Be sure your followers know what you want them to do with a clear call-to-action. This could be a “Subscribe” button at the bottom of the post or in a sidebar. You could also have pushers to specific areas of your company website that relate to the individual blog post. Ask your readers to comment or recommend other related posts that your readers might find helpful.