There is a misconception that business blogging is a waste of time and effort, especially when it is difficult to see results right away. In fact, 80 percent of B2B marketers have incorporated blogging into their content marketing strategy because it is one of the most efficient and inexpensive ways to enhance your inbound marketing efforts and drive traffic to your site. Not only that, showcasing your knowledge of complex subject matter can help build trust with readers, making them more likely to work with you in the future.
It all starts with identifying a topic that will engage your audience. Provide content that they will want to read, not just what you want to write about. Not sure where to start? If your clients often ask you the same questions, answer them in a series of blog posts. Look at the keywords that drive traffic to your site and form posts around those. For example, if you sell lightbulbs, you could write about the differences between halogen and fluorescent bulbs and explain which would be better for lighting a warehouse versus a restaurant.
The writing process forces you to sit down and think about your target audience, their needs, and your messaging. Then, as you write, it enables you to put together a clear point of view that you can use in sales pitches, speaking opportunities, and more.
Beyond displaying your team’s expertise, a blog can also be a great vehicle to highlight your company culture and your team. You can recap community service events, share details about company retreats, and interview team members. At GMP, we recently shared a post where our team members discussed their careers in the marketing industry. It’s definitely more lighthearted, but it adds a personal touch to our website that helps our clients get to know more about us.
Last, but definitely not least, don’t forget to share your blogs through social media platforms and email campaigns. Don’t wait for people to find your content, put it out there to drive traffic back to your website. By linking to other content on your site within a post, you can also help to ensure that visitors stay on your site, taking them down a path towards a sale.
If you think your company is ready to enter the world of blogging, or if you want take your current business blogging to the next level, contact us today. We can help you develop a content strategy that will reach your target audience and support your sales.