Business Content Marketing: Make Your B2B Blog More than Just A Blur Of Information

Let’s talk about pimping your blog.

Blogging has become a real social phenomenon over the past few years and for good reason. Besides being a great customer service tool, its ability to rank highly in search engines, attract swarms of traffic, create advertising revenue, promote services and generate sales has led to the growing importance of the blog as a business tool worldwide.

Simply put: there just isn’t any way around it.

As books inform us of the past, blogs inform of the here and now.

So what makes a blog great?

Like most things in life, there isn’t really a one-size-fits-all approach.

One man’s trash is another man’s treasure, so yes, in some aspects it comes down to your target audience, as well as topic relevance. But wouldn’t it be great if one had a general recipe for success?

There might not be a one-size-fits-all approach, but below are a few of the most fundamental things one needs to keep in mind when hammering out that next blog.

person holding pencil near laptop computer

Touch on Relevant Issues and Predict Any Possible Future Ones

Talking about hot topics is an essential way to get your audience involved and keep them updated on any current happenings. Everyone wants to know what is going on around them and if there is anything they need to look out for.

Including this approach in your blogging could be the hook that reels your catch in.

Most businesses want to find out what’s next for their industries too. Make sure you include up-to-date facts and statistics; audience response has shown that numbers are powerful. This is one of the reasons why statistics can be such persuasive pieces of evidence when bringing across a point.

Acknowledge Your Audience’s Problem Points

In many cases, what makes a blog great is that it provides content that solves the problem your readers have. Now this is not to say that you must monopolise on people’s misery, but pain points are a great motivator to get people to click.

This approach can enable  you to reach out and resonate with your audience rather than just throwing information at them. The fact is that people tend to pay more attention if something can or does affect them directly.

Watch How You Reveal Your Hand

An important thing to remember, especially when it comes to business blogs, is that your audience usually already know you are selling something. It’s how you go about it that matters.

We all dread that sleazy, pushy salesman that gets up in your face and tries to squeeze a sale out of you. So when writing your blog, feel free to include your services or products but don’t overdo it!

Go for a more rounded approach. Include interesting facts and information, concentrate on making your blog educational, engaging and relevant. Convince your audience that they need to have what you’re selling without trying to force their hand.

Making Your Audience Think

It’s a fact that people like to learn. They feel useful when using that brain in their heads, even more so when they can bring an interesting piece of information to a conversation. Blogs are a great way of providing that kind of opportunity for people. After all, it is the ultimate forum for giving and receiving information.

A good point to remember is that people don’t enjoy being spoken at, so when creating a blog rather angle your approach towards engaging with your audience and not speaking at them. Include questions, metaphors and examples that encourage thinking and personal deduction.

Visuals Are Key

Let’s face it, words on a screen are boring!

Lines and lines of black letters on a white screen… no wonder programmers get so many headaches.

Breaking the monotony up with relevant visuals is a must. You have to give those reading eyes a break and the beauty of it is that you can do this while still providing information. Studies show that the human brain is capable of processing information from an image 60 000 times faster than text. So those infographics not only bring colour to your piece but can actually boost what you are trying to bring across, while making your blog easier to read. Win win!

Keep Track Of Your Blog’s Performance

To know if your blog is a success or not you need to dig into its metrics.

Yes, this sounds complicated but fear not! Like everything else an app has been created. A great one to use is Google Analytics. It maps all relevant stats on your blog and feeds back information on how it is doing.

This information can be crucial in learning what works for you and what doesn’t.

Blogging Your Way To A Successful Tomorrow

Blogging has come a long way since it first appeared in the late 1990’s.

It’s become a universal language in its own right. And learning how to do it right is not only a requirement but a status symbol.

Like an online profile, your blogs can and do speak for you. The work you create provides a literal representation of who you are and what you seek to provide.

So the next time you write a blog, don’t just indulge in verbal diarrhea. Take note of the things that matter and be classy about it!

Don't Be Bland With Your Lead Nurturing Strategy

Much like a good dining experience has an enticing appetizer, embracing entree, and attention-grabbing dessert, a company’s lead attraction and nurturing processes should be cleverly organized into a three-part, customer-clinching powerhouse.

It’s your responsibility to ensure that you’re serving up the kind of content that keeps the buyer interested and engaged at every step. You’ve got to put in a little extra effort to make your audience feel wanted and valuable.

It might come as somewhat of a shock to know that at least half of your qualified leads are nowhere near ready to make a purchase when they first convert. Another little secret: they’re not going to budge if you stick to outdated selling strategies. Frequent sales calls are out of the question. Your aim isn’t to become a pest but rather a trusted source of valuable content.

This is your chance to serve up some piping hot ToFu, MoFu & BoFu content. If you’re not sure what that is, stick around and you’ll find out.

Whet Their Appetites with ToFu
(Top of the Funnel)

At the top of your sales funnel, your main aim is to attract as many potential leads as possible. Your audience is much larger at this point,  so you’re casting a fairly wide net. Your main aim at this stage is to attract traffic without filtering or discouraging conversions from the “wrong” types of leads.

ToFu content is captivating and educational. You need to address a specific need, question, or pain point without sounding sales-y. Consider your blog as the best platform for ToFu content; you’re providing value without necessarily asking for anything back.

This content can contain calls-to-action that lead prospects to conversion opportunities. Only then do you ask your audience to exchange their email addresses (or other contact information) for even more valuable content. ToFu content, in the form of short blog posts, should contain a few snippets of valuable information, which are intended to lead the audience to something more substantial like an eBook or whitepaper.

Fill ‘Em Up With MoFu
(Middle of the Funnel)

Once you’ve managed to convert a lead from the ToFu content stage, they’ll be expecting something stellar in the MoFu stage. You’ve tantalised them with a tidbit they’ve found interesting or helpful in some way; now they’ll be ready for something more substantial.

You’re going to need to work on content that continues to educate or solve a particular problem but with a slight sales angle. This is the point at which you’ll begin to position your company as the most logical, useful, and helpful solution to the lead’s challenges.

Take some time to develop whitepapers, case studies, eBooks, or even videos. The challenge here is ensuring that you produce top quality content. If your internal team isn’t necessarily up to the job, consider bringing in professional help. Remember, you’re trying to build credibility, so you need to put your absolute best foot forward.

Seal the Deal With BoFu
(Bottom of the Funnel)

Once you’ve warmed up your leads with amazing MoFu content, you’ll progress to the most crucial stage. Your aim is to go in for the sale, which means you need to keep your leads feeling well cared-for.

In many cases, the BoFu stage is a simple one-on-one encounter, whether it be in person or over the phone. Think of this as the after-dinner coffee ritual, for leads who are full-up and don’t need any more content to convince them of your worth.

In other cases, you’ll need to curate a teensy bit of BoFu content in the form of a free assessment, trial, or discount code. It’s the small yet rich dessert that they can’t help but want to add to their menu.

Automation is Key
(Work Smart)

The concept of lead nurturing through the 3-course meal approach sounds fairly simple. It is, however, important to realise that your lead nurturing strategy does require a certain amount of planning and effort.

If you put in the time needed to develop your strategy, curate stellar content, and evaluate converted leads at each stage of the sales funnel, you’ll be pleasantly surprised by the pay off. Excelling at lead nurturing will help you generate 50% more sales ready leads. Furthermore, those leads are likely to make 47% larger purchases.

Because the process is so time-consuming, it’s completely illogical to manage everything manually. You wouldn’t have time to do anything else! Marketing software is an absolute necessity. You’ll notice a marked ROI on this particular investment. In fact, companies that automate their lead management processes notice a minimum 10% increase in revenue within half a year.

Automation doesn’t mean you’ll sacrifice that all-important personal touch. You’ll still be able to send out emails with customised greetings and subject lines. In fact, you can even create them long before a lead converts. These mails can be triggered based on a particular conversion and scheduled at your chosen frequency as well.

With clever automations in place, you’ll have more time available to create content that keeps visitors coming back for more. Additionally, your sales team will have continuous access to marketing qualified leads and sales qualified leads, making their jobs that much easier.

lead nurturing tips

Your Customers Need Value, Or They'll Leave

You’ve heard of startups failing because they grew too fast, ran out of money, or failed to capture public interest. There are hundreds of articles out there that discuss these three common issues. The fact is that each of them can be traced back to poor sales strategies.

Startups often reach out for help with repairing their sales strategy. The best way to go about fixing the problem is to look closely at the way you’re talking to your clients. If you don’t talk to them in a way that grabs their attention, you’ll never get them to buy anything.

Here are four methods that you can work through to turn your business around:

1. Hit the Ground Selling.

The best and brightest startup entrepreneurs often panic when they’re confronted with anything to do with sales. There are so many who lack confidence in their ability to sell, and it shows up in their work. The fact of the matter is that every single person is involved in selling every day. It doesn’t matter what your job title is, or what you spend the majority of your time on.

Every conversation you have involves selling in some form, whether it’s ideas, products, or services. Actual sales is no different. It’s a conversation that you hope will end in a sale. With this in mind, it’s important to remember that the best tactic to make people engage is to be truthful and authentic.

2. Create Actual Value.

When you realize that you’re always selling anyway, you need to give some serious thought to what it actually is that you’re selling. You need to realise the value that you and your product represent is far more important than the actual product itself.

Your clients aren’t going to buy from you unless your product offers the best value. That doesn’t just mean a low price point. You have to be better than your competitors in every way. They want to know what is in it for them. Are you saving them money, time, or simplifying their lives in another way? The most important part of this step is to make sure that the value your client sees in your product has to be greater than the price they paid for it.

3. Sell Really Well.

Innovation is fantastic. It’s an incredibly important part of every startup’s growth. The trouble is, it doesn’t always work. Most of the time it’s because the innovation you’re chasing doesn’t do anything to add value to your client’s experience. The trick is to listen to your customers, learn about their preferences, and give them what they want.

If you lose touch with your clients, you’ll be using all of your money and energy to supply them with things they don’t want or need. Innovate in line with your clients’ actual needs. They’ll know you’re paying attention and you’ll make money as a result. Think about your relationship with your customers like a friendship. Try every day to make a positive impact in their lives and they’ll thank you for it. It’s a fantastic way to build loyalty.

4. Be Truly Useful.

Your startup’s success all depends on your sales performance. It’s a simple fact that carries a lot of importance. You’ll find it a lot easier to reach your goals if you break them down into a solid game plan. You need to track your sales and understand what your minimum sales need to be, what your optimal level would be, and how you intend to achieve these figures.

Ask yourself six basic questions, and you’ll find it a lot easier to figure your process out:

  1. Who are your clients?

  2. How are you finding them?

  3. How are you talking to them?

  4. Is your sales cycle too long?

  5. How many sales do you successfully close?

  6. How much does it cost you to reach each client?

You need to do yourself a favor and find the answers to each of these questions. Take some time to really work through these steps and you will see results. Bear in mind that it’s by no means a quick fix. You’ll need to regularly reevaluate your answers to these questions. It’s easy to find time to make sure your goals are aligned with your strategy. It all begins with realizing that doing this will save you money and time in the long run.

Give it a try, and I know you’ll see the value of this process. Happy selling!

content is value

Startups often underestimate themselves right from day one.


Kiley Doll, Goodman Lantern

Startups often underestimate themselves right from day one. They believe they’re too small and too busy to set up a proper set of procedures for their company. The problem with that is pretty simple. Startups need to grow, and with growth comes additional work, time, and effort.

It makes a lot of sense to ensure that you get the basics done right from the beginning. If you form productive habits from day one, you’ll have less to correct later on. Setting yourself up for success from the onset is the best mindset to have. Here are three basics you can take charge of right now:

1. Company processes.

Setting up your sales process into a systematic flow is a fantastic way to begin. If you have a process that everyone follows, it’s easier to track each sale. It also helps with benchmarking which clients are closer to taking the sale. Sales leaders know which of their team members are struggling. It’s important to figure out why and do something about it.

It also helps to speed things up when you hire a new salesperson. They’ll have the safety blanket of a solid strategy, and training becomes far easier. Having a proven way of working set in place, you can ensure that your values are upheld.

2. Lead by example.

Making money is everything in business. It’s often difficult for startups to start bringing in regular cash. Usually, the problem is a lack of leadership and direction in the sales team. Setting a target for them to reach is often overwhelming. Sales managers need to introduce control to the sales process.

By outlining the tasks required to lead to a sale. Teach your team to prioritize their time. Break the target down into the number of conversions needed. Bench-marking the process as they go along gives salespeople control over their performance. With confidence and practice, it becomes normal to reach targets early.

3. Practice everything.

Salespeople have nerves too! Starting a new sales role and perfecting a pitch can be intimidating. A great way to reduce mistakes is to get your sales team to role-play various scenarios. Repetition builds muscle memory and confidence. It provides a platform for the team to learn from each other’s strengths.

If a team member is struggling, have them observe a more capable colleague. Learning by watching, engaging, and practicing will make a difference in sales teams. A healthier sales environment means a healthier business.