So you have a blog, that’s great! Now what? Blogging requires writing skills, enthusiasm for your company, and industry expertise. It also requires energy, creativity, and perseverance! It’s all about consistency. Everyone is busy, so it’s imperative that your blog posts catch readers’ attention and provide value that helps create loyal followers while also building your brand and establishing your organization as a thought leader in the industry.
Many B2B companies write blogs about their own products, company, and achievements. While this type of content is necessary to promote the brand, it often comes across self-serving rather than educational and engaging. Taking a ‘me first’ approach in your blogs is a limited and short-term view and, in most cases, it causes potential customers to lose interest in the content you’re providing very quickly. Part 1 of this blog post will cover the biggest blogging mistakes and tips on how to correct them before your blog (and your business) is left in the dust.
Not integrating your blog with your website.
This may be one of the most important issues when writing a business blog. You put the blog out into the world, but no one has seen it or heard of it because it isn’t attached to anything your company has done! Not having your blog integrated with your company’s website can damage your search engine optimization as well as your branding and the centralization of the business’ content. When using your blog for business purposes, you need to make sure to integrate both the blog and website by using consistent branding and design. The goal is to keep your visitors on one site and not send them to different URLs. Ideally, you want your blog to live on your website ‘blog’ page. These will improve your search engine optimization. “Maximizing your content to be SEO-friendly means including a common keyword that is utilized throughout the title, images, header, and body of the blog,” SEO expert Tom Harness of Harness Digital Marketing says. “It’s not rocket science, but it’s extremely important.”
Not spreading the news
You not only want to attach your blog to your website to get it noticed, but you want to spread the news in all aspects of your business. Adding your blog post to your email signature, mentioning it on your LinkedIn page, or adding a link to your monthly newsletters is a great way to drive traffic to your blog; also share your blog posts on your social media sites to help expand your audience.
Publishing infrequently or inconsistently
How often should you post on your blog? Well, the answer is as often as possible. The point of creating a blog is to get more people aware of you and your company. If there is only a blog post once every few months, that isn’t helping your business grow. You need to publish your blog often in order to make it effective. Keep it up-to-date with informative news about your industry and keep it fresh. Readers don’t want to read a blog that only talks about one topic. Posting once a month with interesting reads is more beneficial than posting weekly with recycled content.
Publishing too much product-centric content
Ok, so you have your blog going, great. However, you haven’t been seeing much return from said blog. Why is that? When creating a blog, you want to make sure that you are informing readers about your company and how your company’s services can help them by explaining how your services link to a larger industry. The blog shouldn’t be so heavily focused on you- your products, services, achievements and why you are so awesome. You want your blog to be a valuable resource for individuals in your industry. Content should be educational, data-driven, and thought-provoking and related to your industry. You want your readers to engage in what your business has to offer and associate your business with knowledge, expertise and a consistent personality. At all times aim to be creative, credible, and trustworthy and offer interesting insight, plus products and services.
Not only do you want to keep your content informational, but you also want to be sure to avoid any blog clutter. This can be a turnoff to your readers. Busy blog sites are an eyesore and can be extremely overwhelming for your visitors. Readers want to be able to find things quickly and easily, and having a blog that is cluttered with gadgets, widgets or too much information can make their headspin and not have return visits. Help make your reader’s visits easy, informative and keep them coming back for more. Limit your product/ company-focused content and be sure to provide your visitors with palpable buying advice. remember they are your customers, so be sure to be knowledgeable and helpful.
It’s a challenge to develop high-impact blog content that’s consistently unique, relevant, and resourceful. However, with enthusiasm about your business and industry and the right marketing team in place, blogs can be a highly effective B2B marketing tool and part of a larger strategy. Done right B2B blogging can engage customers in new and meaningful ways to expand relationships and grow the business. Stayed tuned for Part 2 of our “Biggest Blog Mistakes” post to learn how to avoid missteps that can hinder marketing efforts!