You’re clear on your goals, have clarity on your audience, and you’ve crafted a concise message, so now what? First up in our communication plan series is a blog on… blogging.
Blogging should be an essential part of your content marketing strategy and a core element of your communication plan. Having an up-to-date blog/archive/content repository is essential for B2B businesses because:
“B2B buyers consume an average of 13 content pieces before deciding on a vendor.”
Before we deep-dive into the many points of blogging, it’s worth noting that Google has recently rolled out its latest algorithm change; aptly titled the ‘helpful content update’. It’s about (damn) time and something we have long advocated. The purpose of the update is to make it easier to find high-quality ‘helpful’ content rather than content that’s purely for SEO purposes. This change means authentic content that speaks to its true audience will be firmly favoured over low-quality-keyword-heavy-written-for-the-sake-of-it.
More than just a driver for traffic to your website, blog content is multi-purposed, and when done well it
In fact, 70% of people would rather read a blog or article to learn about a company than via an advert.
But, to stay seen, trusted, and up to date, you need to be adding regular, authoritative content to your website.
Note: This is not carte blanche to be prescriptive. Don’t churn out bland content for the sake of it. Our advice is not to put a number on it; the four blogs a month trap will lead you down a dull and winding road of sub-bar unimaginative copy – your clients will feel it, and you’ll lose focus and energy.
Ask yourself, “What’s the point?”
If you have to force it, don’t write it. Remember who you’re writing for. Keep it focused. Keep it valuable.
Once you broaden your horizons, you’ll start to see more opportunities.
Consider:
Here are some quick considerations to make your blog content more accessible.
Read the full blog on making your marketing more accessible here.
Don’t forget to:
Be clear on what you want visitors to do next. Here are some ideas on call to actions that might engage a B2B audience.
Generating activity on your website makes search engines happy, which is a massive tick in your business’s online presence.
If you’ve already got a blog, then before you begin creating anything new, review what you’ve got. Remove outdated content and look at what tools and pieces of content you have at your disposal. Repurpose and recycle; this will also help you identify any gaps you have so you can get working on what you need or what you’re missing.
In fact, by removing outdated or unhelpful content from your site, you’ll actually help your other content rank higher, thanks to Google’s latest update. This blog post is about 75% recycled content!
Plus, did you know that every bit of content you write adds to your CO2 emissions? Don’t push out content just because; consider the value. If you haven’t considered your audience, who are you writing it for? And, if it feels outdated or no longer serves a purpose, it’s wasting energy and time, two of your most valuable resources.
Start with a content strategy, and grow personas to understand your target audience. The more understanding you have of the audience, the better your content will speak to your customers. The more they engage, the more trust they build, and therefore the more sales you will generate. And, it keeps every piece you write purposeful; for your users and the environment.
Leaving your blog to go stale suggests to your audience that you don’t have the time to invest in them. Not only this, but you will also lose out on search engine rankings if you are not adding any new content to your website that compliments (not sells) your business. Make your blog work harder for you by being smarter with your content.
Need a hand getting started? Book a 15-minute feedback call with me, (Cíara, Content Lead at The Typeface Group) where I can review your content and give you couple of points to consider.
We are fully remote!
Want to send us something?
PO Box 9a
Belvedere House,
Basing View
Basingstoke
Hampshire
RG21 4HG
Give us a call: 01256 614921
Registered Address: The Brandenburg Suite, 54-58 Tanner Street, London, England, SE1 3PH | Company no. 08228374
