A regularly updated blog can be a powerful way of reaching out to buyers, and of positioning yourself as a thought leader in your field, but only if it’s done well. Here we present 10 blogging tips that you should bear in mind when constructing a post for your company’s blog.
Blogging Tips #1 - Make your point
The single most important thing to remember when writing a blog post is that it must have a point – some reason why a busy B2B buyer should take time out of their day to read what you have to say. Decide on this point before starting the blog, and keep it in mind at all times.
Blogging Tips # 2 - Give your post a catchy and descriptive title
The first step to a successful blog post is enticing people to read it, so make sure you give it an interesting title that describes succinctly what the post is about.
Blogging Tips #3 - Tackle relevant / current issues
The most popular and successful blog posts are those that suggest solutions to common problems, or tackle thorny issues currently facing the industry.
Blogging Tips # 4 - Remember who you are writing for
When blogging you need to have a strong sense of who comprises your audience, otherwise how will you reach them effectively?
Blogging Tips #5 - Less is more
An ideal blog length is somewhere between 300 and 600 words, and in general you should aim to say what you have to say in as few words as possible. Not only is this a good idea for holding the attention of buyers with pressing matters to attend to, but usability studies have repeatedly shown that web users in general respond better to shorter chunks of text.
Blogging Tips #6 - Have your own voice
In order to create a blog identity that is distinctly yours, you must craft a voice that is unique and compelling.
Blogging Tips #7 - Be consistent
To gather a following on your blog rather than a succession of one-off readers, you need to maintain your voice throughout your blog posts, and also deal with specific themes. By doing so, B2B buyers will be able to familiarise themselves with your blog.
Blogging Tips #8 - Keep it simple
Keep jargon to a minimum, except where it is absolutely necessary to describe a technical concept to people in the know. A sure way to lose readers is to confuse them by trying to be clever –don’t use big words where small ones will do the job equally well.
Blogging Tips #9 - Use keywords/ phrases
In addition to reaching human readers, blogs also have great potential for search engine optimisation. You should include keywords or phrases that are relevant to your business or website within the natural flow of the text, but never ‘shoehorn’ them in to the extent that they compromise the quality of the blog post.
Blogging Tips #10 - Include a call to action
Effective blog posts encourage the reader to take action. While outright product promotion should be avoided, this is a perfect opportunity to encourage your readers to sign up for your email newsletter, or download a white paper relevant to the topic being discussed.