1. What is Blogging?
A blog is a section on a business website that talks about the company’s products, people, and processes. The scope of blogging is enormous. The more informational and exciting a blog is, the more it is likely to attract traffic. Typically, companies blog about their products, market wins, events, etc.
2. What are the Top 12 Reasons for B2B Companies to Blog?
i) A blog is a company’s showcase page where it can talk about its people, processes, and products.
ii) A blog is an extension of a company domain such as www.yourcompanyname.com/blog, and hence, you are the sole authority of your content, unlike on other social media platforms.
iii) Blogging is a significant way of informing the world that besides machines that develop products, there are humans who care for the challenges its target audience faces.
iv) A blog is your platform to share with the world your branded content for services you offer without having to pay the external media
v) A blog is not only rich in content, but also various formats of texts, photographs, infographics, videos, audio, presentations, and PDFs.
vi) Blogging helps improve website ranking and attract search engines to advocate for the solutions in the offer through via fresh and keyword-rich content and call-to-action.
vii) With a blog, a business can have a target audience, location, and offers targeted to the right prospects.
viii) Once a blog is published, website plugins help content distribution through social media, RSS feeds, and newsletters.
ix) Blogs are the fuel for social media campaigns. With such fuel, a brand grows its market eminence and get noticed by potential buyers.
x) A blog need not be on one particular topic but have multiple categories. For example, there can be Executive Speak, Product Portfolio, Upcoming Events, and Employee Spotlight.
xi) It is the content management team of a company that administers the Blog. In smaller set-ups, there can be in-house writers or freelancers to offer services.
xii) A successfully executed blog provides metrics that a company can track for achieving its marketing goals and business lead generation.
3. How to Build a Top Class Blog Content Strategy
Typically, B2B reserves itself to talking about their products only. And you know that your target audience is not interested in your services until you make them feel that your services are offers that care for their businesses. So, a B2B content strategy should be very diverse. A B2B content strategist should be able to create a half-yearly plan which should not only talk about products but marry those products to purposes that concern the world.
i) Prioritize your Story over your Product
Firstly, a compelling narrative works wonders for any B2B blog marketing. Often business people think that their content should be strictly product-oriented—every blog should be like pitching for sales. We need to reset this understanding. More than talking about your product, discuss how the features of the product are helping other business make and save money. Create engaging content and create a balance between promotional articles and articles authored to solve a more significant problem. For example, Ecosia is a Search Engine tool, but what is their search engine helping with other than generating results to queries? They are promoting afforestation. So they blog about the environment.
ii) Create Great User-Experience to Remember
Secondly, your marketing funnel meets your sales funnel at user-experience. Engaging, exciting content is not enough, if your user experience isn’t great. You have to baptize your blog visitors to eventual customers. So, what is this user-experience? In simple words, it is the brand registry. Cheap product, great content, but a not-so-compelling UX will not retain visitors or excite them to come back. There is a reason why the marketing guru Neil Patel says that a reliable product is suitable for sale today, but for tomorrow, it is the branding.
iii) Content Collaboration & Paid Marketing
Thirdly, blog marketing cannot be a selfish act. You cannot create content and let them be on your site. You have to promote those blogs through social media, guest blogging, Medium, Tumblr, and Reddit. Your content marketing should understand that much like search engine optimizations (SEO), search engine marketing (SEM) is also essential. Until your website establishes authority and every published piece gets featured on Google first page, promote your blog through paid media like Taboola and Outbrain. Include in your strategy to welcome user-generated content and guest-posting with high-authority websites sharing the same domain.
iv) Create Visually Interactive Content
Fourthly, if you think adults love content, you may have to change your perception. Vast blocks of texts are defeating to the eyes. You may argue that we are using bulleted content and thin paragraphs that ensure readability, but no! You have to consider the visual aspect, the look, and feel of your blog and blog articles. Use images such as SEMRush does. Create them to avoid paying a lot for stock images. I have discussed a few hacks to create visually enriching content here. Personally, your content team should be an overall creative group who can ideate visually rich imagery to compliment your text.
v) Measure Metrics for Growth Check
Finally, to understand the kind of content that will resonate with your audience, you need metrics. Metrics are growth-boosters. Besides writing skills, designing skills, you need someone with excellent analytical skills. It is fine to falter because hey, without identifying the failures, how do you know the successful ones? Your content-strategist should keep documentation of what is working and what is not. You should allow this opportunity to freelancers or agencies whoever you delegate your content marketing. Over a period, you will learn what sort of content is engaging your audience. And for this, Google Analytics is the best engagement invigilator.
4. Are there more Content Distribution Portals beyond Outbrain & Taboola?
Beyond Outbrain & Taboola, you may like to explore ContentStudio, Skyword, UpContent, Contentools, Scoop.it, and Get Social. In addition to this, there are other content marketing tools if you research on the Internet. Below are the ones I’ve used in my career.
“Powerful content marketing and social media management platform for publishers, brands, agencies, and, startups who want to share the best content consistently and increase their reach.” Source: ContentStudio
“Skyword360 is an engine for the sustained, seamless creation, management, and distribution of all of that original content. Brands who use our content marketing software draw loyal audiences day after day and keep the business integrated as it grows.” Source: Skyword
“A team of proud Pittsburghers who are committed to those that believe that great relationships are built on trust–and that trust is formed by providing valuable content.” Source: UpContent
“Centralize your planning and streamline collaboration so that everything you plan, happens. Make sure you know you are reaching your marketing goals as you plan, create, publish, and analyze all your content in only one place.” Source: Contentools
“Curate, share and read content on private hubs. Publish on your websites and blogs, newsletters, and social media. Aggregate curated content across multiple WordPress blogs.” Source: Scoop.it
vi) Get Social
“Increase engagement and retention by enabling you and your users to interact with each other right within your app. Segment your users on their behavior and target them with push notifications.” Source: GetSocial
5. What are some Interesting Quotes on Blogging?
“People do not buy goods and services. They buy relations, stories, and magic.” SETH GODIN
“Content is king, but distribution is queen, and she wears the pants.” JONATHAN PERELMAN
“Marketers always ask me how to make more or better content, and it’s almost always the wrong question. The right question is: How do I get my content in front of the right people.” JOE CHERNOV
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar!” DAVID OGILVY
6. Which are the 12 Best B2B Blogs?
Although I have to conclude here, the world of blogging is indispensable to generate reputation, traffic, influence, and brand voice. Furthermore, an effective content marketing strategy begins with blogging. Because of this, no businesses should ignore the advantage of blogging and consider investing in it a futile one. If you are a startup looking for blogging services or as an enterprise if you wish to expand your niche, contact me here.