Did you know that 60% of B2B marketers struggle with creating engaging content? With blogging becoming mainstream in the mid-2000s, it’s safe to say that most B2B companies have a blog at this point. However, with the amount of content now in circulation, it has become increasingly difficult to stand out, making blogging a less effective marketing tactic. So, how can you get your blog noticed in 2021? In this article, we take a look at 3 blogging tips to boost your return on investment (ROI) and get your blog noticed.
Identify who you’re trying to reach
When it comes to creating content for a B2B blog (or any blog, for that matter), it’s important that you are speaking directly to your target audience. By identifying who you’re trying to reach early on, you will be able to create unique and educational content that is tailored directly to your buyer persona.
The Business Journals tells us more on why you must have a clear understanding of your target audience when creating blog content:
“When it comes to blogging, having a clear understanding of who you’re trying to reach helps you understand what types of content you should be producing to attract your target customers. Interview current customers to understand their pain points and what makes your product or service helpful. Ask your sales team about the common questions they get from prospective customers. The best ways to create content that captures attention is to identify the specific person you’re trying to reach, and then write content that resonates with them.”
Format your blog properly
While creating unique and educational content is important to generating traffic, not formatting your blog properly can make potential clients turn away before they’ve gotten through the first paragraph. By using a clear title, whitespaces and images, plus subheadings, numbers, and boldings (to name a few), this will significantly help to improve your blog’s readability.
SalesArtillery.com tells us their strategy on writing a clear title for their B2B blog posts:
“Keep it under 70 characters (under 60 is even better), otherwise the title won’t be visible in search engine results. Keep in mind the Copyblogger 80/20 rule that only 20% of the readers who see your title will go on to read the article. That’s why you should spend as much effort creating your title as you do writing the article.”
Always include a call-to-action
A call to action instructs readers to take immediate action by using a button, image, text, or other element. In the case of a B2B business, this will most often be to find out more about the business’s own products or services by contacting them directly, subscribing to an email list, or purchasing a product.
Vende Digital explains the importance of including a call to action in your blog posts:
“Blogging is part of your content marketing strategy. When you include the word “marketing,” there is an implication of moving the buyer through a process. Always include a call-to-action for the reader to engage deeper with your company. Use this section to connect the dots between the issue being discussed and additional resources and support you can offer the reader. This might include other blog content, downloadable or gated assets, or asking the reader to schedule an appointment with your sales team.”
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