Arguably, a B2B blog is one of the most important things to have if you’re looking to increase traffic to your company’s website and subsequently change these visitors into leads. However, if you’re a beginner blogger, it can be a bit overwhelming and intimidating trying to compete with other, more established B2B companies out there.
Fortunately, with a little guidance, it doesn’t have to be a complicated process. Keep reading for the 5 keys to creating a B2B blog that builds traffic and generates leads.
1. Plan Your Blog
Don’t just cover anything and everything that could possibly relate to your company – think about your target audience and figure out your blog’s niche. Set certain objectives for your blog and identify the metrics you will use to keep track of your goals (like the number of page views, downloads, etc.). This way you can measure your success and tweak things if you’re not accomplishing your goals.
2. Effectively Format Your Blog
Title: The title should clearly explain the intent of your blog. Try and keep it under 60 – 70 characters so it will show up in search engine results.
Subheadings, Bullets, Numbers, Pictures, and Bolding: These things help make content easier to scan. This is especially important with online material, as people are more likely to skim through online versus printed content.
Meta Description: This is the description that is shown under the blog title when looking at search engine results. It’s essentially this embedded HTML code that makes people decide to click on a result.
3. Write Original and Useful Content Regularly
Though it may be tempting, don’t write about your company! The goal here is to establish trust by educating and/or helping your blog’s visitors.
Think about what kind of content would be interesting or useful to your potential customers. Remember, the reader decides what is quality content, not the writer. Pick one topic per post and blog regularly and consistently, ideally twice a week.
4. Optimize Your Content
You want your post to be optimized for both your visitors and search engines.
Long Tail Keywords: this is a specific phrase that visitors may search that’s at least 3 words long. Include this in all important aspects of each post: the title, body, meta description, and URL.
Internal and External Links: Internal links link to relevant content on your site, and external links link to related content on external sites. Be sure not to link to potential competitors!
5. Promote Your Blog
Harness the power of social media to increase the number of links and traffic to your site by posting it to your company’s pages and including a social sharing button on your posts. Also, consider including a subscription option for your blog so visitors know when you post new content.
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