A few years ago, if someone told you that blogging would become the mammoth of B2B marketing it is today, you couldn’t have been blamed for displaying a fair amount scepticism.
Now, transformed from what was once recognised as more of a personal homepage, blogs have become a platform where the world’s biggest companies and corporate thought leaders can share their insights with hungry minds.
You may, as many others, be in the position where you ask yourself if your business should start blogging, too.
Is it really worth the time and effort?
When being done well, blogging can be a powerful marketing tool. We explain why and how blogging can benefit your business.
If you don’t have a blog, do you really have a voice?
In a world where purchasing behaviour is increasingly determined by peer reviews and customer experience – not having a platform where you can share your company’s voice diminishes your authority. Sharing your thoughts on industry-related news and trends and providing prospective customers with helpful information, is crucial if you want to create a loyal following for your brand.
It’s then safe to say that no company that means business would omit a frequently updated, optimised and persona targeted blog page from their marketing strategy. While there is no one-size-fits-all when it comes to blogging for business, following the inbound methodology can help you increase your reach, better target your personas and improve your rankings.
What a lead converting blog should look like
It’s all good and well to have a blog on your company website, but if you’re not utilising every available technique to leverage it to secure more leads – you have nothing more than a fancy (and very costly) opinion wall.
Blogging for business is blogging with a very distinct purpose: getting customers to come to you and convincing them make a purchase.
Purpose-driven blogging is made up of two core ingredients – firstly, you need to ensure the best possible Google rankings (kind of like baking a cake), and secondly, a great creative to attract the attention of your buyer persona (the icing).
The core ingredients to source when blogging for business:
- SEO – to paraphrase Mark Twain, reports of the death of search engine optimisation are greatly exaggerated! In fact it’s a critical ingredient of any content strategy. Aside from including the keywords you’re ranking for in your blogs, you want to create original content that resonates and conveys the keyword in the most natural way possible.
- Funnel stage – carefully considering and then writing according to whatever stage of the sales funnel your blog is targeting is crucial to attracting the right leads at the right stage of their buying phase.
- Persona – known as the fictional representation of your ideal customer, creating content to address your buyer persona’s needs, pain points and purchasing requirements increases your chances of grabbing and maintaining their attention – and subsequently leading them to convert.
- Call to action – the main purpose of your blog is for a lead to take action. Every blog should therefore contain a call to action (CTA) leading a prospect to the next step. This could be to contact you if they’re ready to buy, or to download an eBook or whitepaper to further guide them towards a buying decision.
- Premium content offering – adding value to your content is at the core of blogging for business. You want to send prospective leads on a journey – in the case of inbound this is an automated one – towards conversion. The best way to get leads to willingly submit their details is to provide them with additional helpful information in the form of well-researched and targeted content.
Always add some tasty toppings to your blogging efforts to increase your chances of being seen
Once you have the basics of blogging for business down, you can start focusing on further boosting your content marketing efforts. Adding a little icing on the cake, so to speak.
You can achieve more view and better click through rates by:
- Including links to other authoritative sources to further increase your own authority through cross-referencing
- Producing great quality content and original ideas from a targeted and well-researched content calendar
- Creating intriguing social media copy to accompany each piece of content to better your chances of being seen
- Diversifying your content offering to include a wide range of media including podcasting, video, slideshows etc.
Blogging is only one of the many ways in which you can implement inbound marketing to improve your conversion rates. The secret lies in a combination of content, strategy and automation processes to help achieve the best possible results for each of your campaigns.
Want to learn more about inbound marketing…
…or chat about your content marketing needs? Feel free to get in touch and discover how blogging can be beneficial to your business.