This is part two of our Blogging Mistakes series. You can view Part 1 here.
Blogging done right has the potential to do more than just move the needle for your business. B2B blogs that encompass that magic mix of being informative, fun, and engaging can bump up a company’s online presence tremendously and, from there, the possibilities are endless. In fact, websites with a blog tend to have 434% more indexed pages. That’s because an important factor of SEO optimization is having a lot of content for search engines to ‘crawl’ and index. Smart and regularly posted blog content helps search engines more easily recognize that your website is a resource with tons of relevant and useful information. High-quality blog content that is SEO-optimized can help you connect with more qualified individuals. (Source: Impact).
When mapping out your blog content calendar, it’s imperative to develop topics that are relevant to your industry and to offer readers guidance on how to meet their goals. When your blog is perceived as valuable and personalized to readers, it will yield the biggest ROI. Other ideas for blog creation are to include comments and thoughts on industry events, and other leaders, and to share practical and savvy thoughts on industry news, analysis, and trends. Instead of talking solely about your business products, instead, craft articles that demonstrate the company’s unique point of view, showcase your company’s personality and establish you as an expert. This ‘reader first’ approach will help your company connect with readers and new customers. Let’s dive into Part 2 of the biggest mistakes you can make with your blog.
Not being timely
The most effective blog posts find a way to tie into current events that are either common cultural knowledge or part of an industry trend. Did a major data breach occur at a financial services company, bringing corporate security top of mind? Is Black Friday coming up and your potential readers may need to rethink scalability? Is the World Cup starting soon and your company delivers dynamic project management and scheduling software? By playing off a current event, your posts will be more relevant, timely, and interesting.
Failing to encourage engagement
The purpose of having a blog is to get information out about your company. At the end of the day, your company wants to convert the readers of the blog to new clients. However, if you have your blog set up as a one-way platform for your business’ ideas, you aren’t giving your readers a way to engage in conversations or ask questions.
Missing the metrics
There are strategies to encourage more engagement between you and your readers. From the business standpoint, tracking analytics give you insight as to how much success your blog actually has. It shows you what topics and titles are working, or not working for your readers.
Leverage analytics to determine which posts are getting the most traffic and comments so you can understand what type of content your readers are engaging with the most.
Not optimizing for lead generation
The more readers you drive to your blog, the more potential leads you can generate. When creating your blog post, include call-to-action links to encourage readers to keep learning more about the product or service highlighted. A CTA allows readers to dig deeper into the industry in which you are trying to concur. Having your reader click a link that gives them a way to sign up for your newsletters, or your monthly webinar is a great way to capture new leads. When you’re not optimizing your blog with offers and calls-to-action, you’re missing out on a tremendously powerful business opportunity to generate leads.
When using call-to-action links, decide what you’re offering. If the offer is more content-focused, place your CTA at the bottom of your post when the reader is at full attention. If you have a product-focused offer, put the CTA either at the top of your blog or on the sidebar. These are more effective locations for those visitors that are not so interested in reading the content but looking for a specific product. You may already be linking to other articles or outside resources within the body of your blog articles, but you can also sprinkle in anchor text links to some of your content offers related to that post’s topic. These links could then be used to direct readers to landing pages with a relevant offer as a way to help supplement lead generation.
Forgetting to ask for input
Lastly, promoting interaction and building connections with your blog readers and potential customers is a critical final step in the B2B blogging process. One way to accomplish this is through your CTA, as highlighted above, asking readers to email you or ‘reach out for more information or with comments.’ Blogs can also include questions within your post, asking readers to share their opinions and experiences related to the topic. Encouraging readers to post comments and their resources, or to link to your blog from their social media accounts will not only spread your message and increase exposure, but it will also strengthen your credibility and help to establish yourself as a thought leader on the topic. Keeping the comment section alive allows prospects to be heard and helps promote conversations about the blog post. It’s also critical to remember to embrace feedback, whether it’s positive or negative. Feedback can help give you a measuring stick to figure out if your blogs are resonating and if your topics are on point. Show the readers that you are devoted to the community and you care about what they have to contribute.
While it may seem like a major undertaking, the key to successful blogging is to start small and be thoughtful and consistent. Smart B2B company leaders, like yourself, got into business for a reason! You have plenty to talk about and a lot to contribute. A B2B blog gives you the ability to share that knowledge in a more natural and conversational way. Creating a killer business blog is part art and part science. With the right blend of vetted processes, best practices, and creativity, you’ll be well on your way.
Ready to get started? Carve Digital can help. Just shoot us a note or give us a call at (720) 593-6479.