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!

Why Business Blog Content is Important

Attention spans are shortening.

People are getting lazier.

Social media seems to be the only thing people have time for these days.

The popularity of visual content is growing by the second.

And it seems like your feed is filled with memes rather than a good read.

So, is blogging still as relevant as it used to be?

Should you, quite honestly, give a crap about keeping your blog going?


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Your Audience Needs to Be Able to Find You Wherever, Whenever

The digital ecosystem is constantly expanding. As a result, consumers’ expectations are growing daily too. Your audience wants to be able to interact with you on whatever channel they choose, at whatever time suits them. So, while they might encounter you on social media first, they’re probably going to head on over to your website at some point too.

Your blog is where they’ll go digging for more information. It’s where they’ll decide whether you know what you’re talking about or not. If your last post was added yonks ago, they’ll assume you no longer care enough to a) deliver value and b) maintain your image. Think of your blog as the pageant queen of your website. If you don’t keep adding hairspray, she’s going to start looking pretty disshevelled.

We live in an era where consumers tend to do a little extra research when they need to make a large or long term purchase. Your audience probably doesn’t make these decisions lightly, so you’d better have something good for them to read through when they need it.

Partner with influencers and guest bloggers if you have the chance. It helps to give your content more clout and makes your brand seem more relevant. After all, if other people are willing to invest time in your blog, you must be doing something right.

Your Social Media is a Hungry Beast and it Needs Food

At this point, you need to realise that your blog and social media efforts are way more than mere roommates. They don’t simply co-exist. Your social media feed is hungry for good content, and there’s no better place to source something your audience can sink their teeth into than your own blog.

Spend some time coming up with seriously juicy blog posts – including images and video whenever possible. Then take what you’ve created and split it into easily digestible, bite-sized pieces that you can roll out on social media. Fresh content keeps your audience interested. And if they want to spend some time scrolling through something longer, they’ll know your blog is the place to go.

Blogs Are the Key to Value Transactions

When typing up your new blog posts, you need to realise that there’s a value exchange happening between you and your audience. Readers are exchanging their time (and their “share buttons”) for quality content. Whether your blog is informative, educational, emotional, uplifting, or inspirational, you need to give people a reason to keep reading.

Your Blog Supports Your SEO Strategy

You’ve heard this before. In fact, you’ve probably heard it a hundred times. Your blog exists not only to provide value to your website’s visitors but also to feed the SEO machine. Solid blogging with sound keywords can help your business rank incredibly well from an SEO standpoint.

Now, this doesn’t mean that you should start keyword stuffing indiscriminately. That would make your content unreadable. Ain’t nobody got time for that. If your content pleases your readers, it’ll please the Google gods too.

You Can Involve Your Audience in the Story-Telling Process

People love a good story. We’re all emotional beings, after all. Well, most of us, anyway. And nothing makes a story better than being IN IT.

Use your social media to encourage interaction from your audience. Whether you’re conducting a survey, running a “best photo comp” or whether you’re asking people to share their experiences, chances are at least a few people will bite. Use their stories on your blog. Feature them. Tag them. Make them feel important. They’ll share your content for sure.

By the next time you ask for social interaction, you’ll probably notice more people on board. Lather, rinse, repeat.

This Time, Peer Pressure Counts

Everyone’s doing it. The blogging bandwagon is a big one. Your competitors are probably out there blogging up a storm. Can you really afford not to do the same?

The key here is to be better in some way. Stand out. Take a refreshing stance.

Are your competitors only blogging about their products/services? Show your audience that you care more about providing valuable information.

Are your competitors blogging up a serious snooze fest? Dig deep and provide something a edgier.

Blog away folks. Blog away good.

Blotting out the Confusion in Blogging & Content Marketing

B2B blogging and content marketing are buzzwords tossed around on a regular basis. A leading technique used for professional purposes and company growth, through successful implementation they have become a recognized norm in the marketing world.

When used in a business sense, the intricate details of blogging can be somewhat daunting, especially when just starting out – writers could find that, when applying their budding blogging skills to business and sales targets… things don’t always go according to plan.  Why?!

The simple answer? As fundamental as blogging may be, by relying solely on one technique, you may find yourself only getting halfway. So what can you do?

You can hit it home with the wider scope and bigger possibilities of content marketing, of course!

Now, this is where some might pause and think, “What is content marketing, and how is it different to blogging?”

Great question! We have the perfect  answer. Blogging is content marketing – the backbone of it at least. And just like any living, thriving concept, there are a couple of things that make it tick.

So let’s break it down…

Content marketing comes in many different forms, including video content, animation, infographics, white pages, social media – and blogging of course!

It’s easy to get confused by how the different aspects work and what their exact roles in marketing are so, to simplify:

The main difference and strength found when taking a marketing approach over and above blogging, is that you can essentially gain access to a more fully evolved form of content.

In doing so you can utilize the power to not only enrich your business concepts and information, but shoot past any set goals and create content that really stands out and screams success.

Exchanging your Blogging Hassles for Booming Revenue Through Successful Content Marketing

In many things, the how of what you do is the defining point in any scenario. This cannot be more true when it comes to marketing.To ensure you get the very best results for your efforts, content marketing is the perfect tool to enhance what your blog already has, and really make it stand out.
Here are a few tips best kept in mind when making your content work for you:

Plan Ahead! 

In content marketing, planning is everything. So before you even think of releasing your content, you need to start with a solid, detailed and productive gameplan. Ask the right questions and record the answers; make your own marketing roadmap. For example:

  • Why should you start using content marketing over and above your blogging?

  • How will it benefit your business?

  • What will the best platform or content form be for your goals?

  • What will your marketing budget be?

  • What are the required timelines?

  • Who is your most beneficial target audience?

Versatility Shows  

Using content marketing can be like a business makeover. People who have known you could see you in a whole new light, and when done right, people who never even noticed you could suddenly remember your name. It all comes down to how you approach your content and more so how you present it to the world.

As mentioned before, there are a couple of ways to do this, including:

  • Jazzing up your approach with interactive infographics that can visually back up any points you are expressing. People love statistics!

  • Creating increased impact through video content that can aid or enhance your written content on the subject.

  • Turning to a professional to assist with the overall presentation of your content, to add a level of attractiveness not always found with amateur presentations.

  • Concentrating your topics on what the CLIENT wants to experience.

Take Your Show on Every Road

Once you’ve taken the content marketing leap of faith, planned your journey and decided on your delivery, the only thing left to achieve is getting it out to the masses!

Most companies have their own websites and, naturally, this is the very first place they go with their snazzy content. However, in most cases, it is the only platform they use.

This is a major industry error, simply because the best way to make your marketing approach a success is by making sure you look at it and it from every angle possible. Again, there are a number of ways you can go about this:

  • Post your content on your web page, but do not stop there!

  • Utilize well- known social media sites and other websites

  • Consider paid advertising or attractive outbound marketing techniques (notifications, newsletters, marketing brochures and so on)

  • Consider using professional marketing emails with a link to the content on your website.

  • Most importantly, upload new content often and in different places.

Getting the Best of Both – By Looking at the Bigger Picture

Blogging is not only a fundamental tool when used in the correct element, it is a functioning application in the bigger spectrum of marketing and what it can mean for your content. The true strength in this matter is not in trying to use one approach more than another, but in using each approach to compliment the other.

Versatility should always be your end goal in this ever changing world, and through the use of not only blogging but social media, infographics and video content you could effectively bring your content to life.

So, the next time you get busy planning your new approach, don’t get your B’s and C’s in a knot, remember the better the blog, the better the variety, the better your chances of reaping in the rewards!