Many B2B companies that I work with are skeptical of creating a blog for various reasons. Most are concerned over starting something that they won’t keep up with, but also that it may harm the reputation of their company. Here are a couple of the most common reasons I’ve heard:
- I don’t have anything interesting to say
- Nobody wants to read it
- We don’t have resources that will commit to writing blogs
Do these sounds familiar to you? These are some of the most common reasons companies don’t start blogs, but here are 3 reasons why you should consider starting a blog.
- Blogging keeps your website fresh and dynamic. This, for many of our clients in the B2B space, is something that can be difficult to maintain.
- It’s easier than you think. You don’t have to blog every day. Start out small and work up to more frequent posts.
- Shorten the sales cycle by creating blog content that answers your prospects’ questions. Talk with your sales team to learn what questions or concerns they have been hearing from customers most often and then write a blog post to answer those. This will provide a topic and be helpful for not only the sales team but your customers.
Ready to get started? Great! Here’s your 3 point-blogging checklist:
- ID your audience and do research on who they are and what they are interested in learning more about
- Create a calendar for the month of blog post topics, but write a couple extra to back fill in case the need should arise
- Set goals for the blog to help gauge success. Goals can include: increase SEO rankings, increase traffic to the site, help customers etc…
To learn more about B2B blogging, check out OMI’s class, “Corporate Blogging” by OMI instructor Jeremy Victor. You will learn:
- How to approach your blog with confidence
- The framework for launching a blog
- How to identify the necessary roles and select the right people to contribute
- Techniques for working with contributors