If you’re like the 81% of B2B companies today who include blogging as a content marketing tactic, you’ve probably wondered at some point if you’re doing it right. We’ve been there with our clients many times before. They’ve been churning out content, increasing their publishing volume until they stop and think ... “is any of this even working?” And here’s what we tell them:
Writing B2B content takes A LOT of time, as well as strategy. You can’t write just anything. One of the first things our content marketers will do in partnering with you is to review the quality of your blog. If you’re publishing website content consistently but not getting the results you want, we will walk you through these questions:
- Am I offering something valuable to my audience?
- Am I addressing my audiences’ pain points?
- Does this blog include links to similar topics or related resources?
- Does this blog embody the tone of my organization?
- Is my SEO invisible?
- Is my content skimmable?
- Do my headlines tell a story?
- Did I include a call-to-action?
Highlight the Value
Above all, your content needs to provide value for the reader. Infuse your article with the right mix of educational content and share your industry expertise that they can’t get anywhere else. Draw upon the knowledge of your internal subject matter experts to share new insights. Don’t underestimate the power of data in your writing, either. Quotes and statistics are great for breaking up walls of text and guiding the reader’s eye down the page.
Address Common Pain Points
Effective inbound marketing is based on knowing your audience and what challenges they face each day. B2B clients will get bored of hearing you talk about your products and services over and over. Instead, offer a unique perspective on the issues they encounter. Having trouble finding inspiration? Use tools like Google Search Console to see what people are searching for, and craft your idea around important questions and topics.
Link to Useful Sources
Linking out to authoritative sources can boost your credibility, to both humans and search engines. You can also use an internal link strategy to help the reader find additional information about a topic and keep them on your site longer. Lead them to previous blog posts or pillar pages on related topics. As you grow your blog and expand your topic offerings, remember to go back and update older posts with links to newer ones. Anticipate questions a reader might have while reading your content and supply a clear path to the answers.
Check Your Tone
If you’ve been writing on behalf of your company for a while, you probably understand your position in the market. Many content writing guides will tell you to write in first person on your blog — and while this widely-adopted approach can your content feel more personal, it isn’t always applicable for B2B companies with an established voice. Your blog content should complement your core website pages, so keep a consistent experience throughout.
Don’t Keyword-Stuff Your Content
Gone are the days of including your keywords in every other sentence of your post. SEO is still extremely important but your SEO efforts should be invisible. Research long-tail keywords relevant to your industry and include a mix of branded and non-branded keywords that flow naturally. It helps to start by identifying your keywords and then choosing your blog post topics, not the other way around.
Make it Skimmable
There is no magic formula for blog post length. You might find that short posts perform better than long ones, depending on your audience. Regardless of word count, however, the reader should be able to skim your article to find exactly what they want. After all, 43% of people admit to skimming articles for the information they need. Break up walls of text and put the most important info into a bulleted list or other visually distinct format. Also, keep your language concise and clear. Using too much industry jargon or getting overly wordy makes the reader feel disconnected from your content.
Use Section Headers the Right Way
As we’ve said, many readers will simply skim your article, looking for the information that’s most valuable to them. Lead them to what they need with descriptive section headers. If someone were to scroll through your post, reading only the headers, they should get a sense of what the post is all about. Each section should flow naturally from the last one. Use them to tell a story. Long-tail keywords often work well as section headers.
Lead Them to the Next Step of Their Journey
Since the ultimate goal of B2B content marketing is to convert visitors to customers, point your blog visitors in the right direction. Wrap up each post with a clear call to action, whether to buy a product or simply to learn more. Make the CTA match the message of the post, and think about the reader’s current position in the marketing funnel. Give them actions that can lead them a little further into the funnel.
Content marketing takes time to yield results, so it will be tough to measure effectiveness in the beginning. Still, without quality content that your audience wants to read, you could be waiting forever! Developing strong B2B blog content requires effort and a little patience, but it can pay off with loyal customers and plenty of web traffic.
Bayshore Solutions is an end-to-end digital agency providing customized brand storytelling, web design & development, e-commerce, digital marketing, creative, and hosting solutions to companies seeking to grow their business. For more than 23 years, we’ve helped clients define their audiences, create compelling stories, implement innovative technology, and grow their brands.
Call us at 866-352-4791 or email us at firstname.lastname@example.org to chat about how we can help take your digital presence to new heights.