Developing a B2B Blog Strategy- Your Top Questions Answered

Posted by Ben Kniffen in Uncategorized

Hopefully my last post inspired many of you to stop whining and start writing. And while I hope that you have started to incorporate writing into your weekly routine; you may have some questions in regards to developing a B2B blogging strategy.

As with any new inbound marketing initiative, most of the questions relate to the planning and implementation of your blog.  I’ve compiled a list of the top questions people ask when developing their own B2B blogging strategy.

How often do I need to blog?

That’s completely up to you and is dependent on your industry.  For most businesses, I would recommend starting out by setting a goal of 2-4 times per month.  As your company becomes more comfortable with blogging, you can gradually increase your postings as you see fit.

Setting realistic goals are essential in achieving success with your blog strategy. But remember, a high-quality blog always beats a high-quantity blog. Since most of your prospects are pressed for time, they will appreciate ONE valuable blog post over multiple, “filler” blogs posts.

Who on my team should blog?

As a business owner, you probably don’t have the time to create and maintain the company blog on your own. So you may hand off some of the duties to your marketing team. But don’t feel restricted to just you and your marketing team for creating blog posts.

By utilizing ALL of the talent within your organization, your blog will be filled with many diverse topics and perspectives. Once a strong team is established, it will be easy to delegate the responsibility for each specific blog post.

What do I blog about?

Although this question gets asked a TON of times, it really is an easy question to answer.  You just need to ask yourself:

What do my prospects want to know?

Focus on the common problems and concerns of your prospects/clients and offer them valuable solutions. What questions do you hear over and over from your clients and prospects? You can easily turn those questions into many blog posts.

It’s important to remember that while it is OK to have a promotional blog post; they should only make-up a small percentage of overall posts.

How long should my posts be?

When considering blog post length, don’t feel constrained by exact word counts. Instead, focus on creating a blog post that serves a purpose.  And when that purpose has been served (be it 200 words or 2,000 words) – STOP WRITING.

Don’t be afraid to have blog posts that vary in length.  Long posts are sometimes necessary. But remember, if you can say something more succinctly, you should. And just like post frequency, be respectful of your readership and focus on the value.

Why should I blog?

Starting a company blog is one of the most valuable tools that businesses can use to drive traffic to their website and generate inbound leads. It is an excellent place to engage with your prospects and provide them with the information that they need.

And when done correctly, a blog is a way to establish your company as a thought leader in your industry. Thought leaders are perceived as experts in their field. And your prospects want to work with experts.

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If you are in the first stages of developing a B2B Blog Strategy, remember that it will take some time to develop your audience and reap the benefits. But it will payoff for you in the long run…I promise.

So, what do you think? Has your company found value in a blog?