Preparing Client-Attracting B2B Blog Posts

Savvy marketers know the importance of implementing a B2B blog as part of their marketing strategy, but not every company is equipped to make it happen.

If you’re finding the idea of starting or staying consistent with your company blog overwhelming, you’re not alone.

blog spelled out with blocks

Do any of these sound familiar? 

•Too time-consuming to organize a blog.

•No clue how to do it.

•Don’t know where to start.

•Not sure what to write about.

•Too hard to keep up with it.

•No one on staff that can write well.

•Don’t see what’s the big deal about a blog.

As I said, you’re not alone. Your inbox and to-do list are busting at the seams as it is — am I right?

Research shows that although a high percentage of businesses have a blog, countless blogs are sitting dormant from neglect.

Today we’re going to cover the most basic questions:

What is a blog and why do I need one?

Blogging, once simply a form of online journaling, has evolved to become an integral part of doing business in this online world. Business-to-Business companies are now adding blogs to their arsenal of marketing tools, and for good reason.

A blog is a powerful lead generation tool, as it increases followers and draws new prospects to your website through social media sharing and search engine searches. Blogs with a lot of activity make Google happy (This may or may not be the technical term).

Blogs also keep your website fresh with new content and are valuable for lead nurturing as well. Both prospective and existing customers will return to your website time and again to seek information and find answers.

A blog post is an article that gives your audience something of value. It can be used to showcase or demonstrate products, advertise events, answer frequently asked questions (FAQ), bring ideas to light, and more. Done well, it can set you apart as a thought leader in your industry.

Staying on Top

Savvy customers do their homework. They’re coming to your website before calling you or coming into your business. Your blog can showcase your expertise, and allow Google to send prospects to your website with their questions, instead of to your competitor’s.

One reason many companies fail to get their blog launched is a shortage of good writers. Whether you intend to write the articles yourself or hand the assignment off to a professional copywriter, you will first need to answer some important questions.

Asking the Right Questions

Why? – Before writing your article, you need to clarify the purpose and intended outcome.

Who? – Identify your target audience and their needs.

What? – Determine the topic and choose the content to be included.

How? – Create a system for writing that maintains a consistent style and voice.

Where and When? – Establish a plan for publishing your blog posts through the appropriate channels.

I’ll cover these questions is detail in upcoming blogs.

Getting Help

Very few business professionals have time to write their company blog while running a business. Hiring a freelance content writer is the most common, cost saving, and effective way to achieve your goals. If you have questions about outsourcing your B2B blog, contact me for more information.

Cindy White is a freelance copywriter specializing in helping businesses reach their target markets for increased sales and improved client relations through compelling, well-crafted copy. Initial consultations are always free of charge. 

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