B2B Blogging Best Practices: Part 2
Continuing this checklist, here are 4 more ways to make your B2B blog engaging and effective.
B2B Blogging Best Practices That Deliver Incredible Results
1. AESTHETICS. Your blog, is in many ways, like a restaurant. Patrons come to enjoy great food, and that is the most important reason they will visit and revisit. However, your décor, ambience, music, congeniality of the staff, interactions with the chef; all of these add or take away from the overall appeal. Aesthetics are not confined to style, comfort and presentation; they are also about the emotional setting created within your restaurant. If your competitor’s blog scores higher than yours on the emotional quotient—the look and feel factor—you have a good amount of work to be done. Give it some thought and spend some money if you have to. Don’t get hung up on the design you started with; the advances in responsive web design and blogging platforms offer a whole new world of opportunity. Not sure which platform is best for your B2B blog? Here is a good review of the 15 best blogging and online publishing platforms. You may want to get some custom development work done to suit your objectives and be better equipped to attract and engage your audience.
2. STRUCTURE AND INTERACTIVITY. A blog is typically, free-flowing, conversational and meant to be a less formal or non-corporate way of reaching out to prospects and customers. However, it is a very powerful branding vehicle and you are investing time and money on it. Does your competitor’s blog have the essential elements of an interactive sidebar, well placed and positioned keywords, a feature box, a resources page, an author profile and an About page? No reason why your blog shouldn’t have all of these! To increase interactivity and participation from your readers, you can add videos, Infographics, polls, podcasts and links to recorded webinar presentations. You may offer a lunch buffet on weekdays but your weekend menu needs to be really different in order to bring back the same customers who want to come with friends and family instead of co-workers on a weekend.
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3. FORMAT AND FREQUENCY. While most people like variety, there is a certain comfort level in consistency that makes some blogs more popular than others. It’s like going to your favourite restaurant on the day you know they have one of their specials that you really love. Which day you post, what time you post, which social channels you share your blog posts across—all of these make a difference to the kind of traffic, engagement levels and content sharing your blog will experience.
4. RETENTION STRATEGIES. Give a little to get a lot. You want your blog readers to be loyal but your competitor is giving away prized resources and all you have is blog posts? How about a whitepaper download? Why not an invitee-only webinar for your blog subscribers? How come you haven’t yet created an exclusive guide available through your blog only? You need to give away much more than valuable content to retain your blog readership and build on it.
What steps are you taking to ensure your B2B blog progresses beyond content publishing to value creation? Do you have the support of your executive team as you embark on this journey? Download a free copy of this useful eBooklet: 10-Point Checklist to Get C-Suite Buy In for Social Media .
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