Analytics & TestingContent MarketingSales Enablement, Automation, and Performance

5 Keys to B2B Blogging

This week I’m working on a presentation for the Webtrends Engage conference. My topic is quite specific and the time slot is very brief (10 minutes), so it’s challenging me to do one heck of a presentation! I’ve been asked to speak to successful B2B Blogging.

I’ve narrowed the keys to Business to Business (B2B) Blogging down to 5 distinct strategies for the presentation:

  1. Be in front. It’s not enough to blog, you must be in front of all the other competitors and other noise out there. You have to be in front of customers, in front of relevant social networks, and in front of competitors’ search engine results. No longer can you simply wait for people to find you.
  2. Provide a path. Every page of your blog is effectively a landing page. You must supply ways for visitors to contact you, must supply reasons for them to contact you, and you must make it simple and easy.
  3. Feed the senses. People don’t read blog posts, they scan them. Some don’t read at all, they look for visual and auditory mediums. If you’re not using white space effectively, doing sound and video, you’re not connecting with a large percentage of your prospective audience.
  4. Capture Information. A blog is a fantastic way to provide information and build authority with prospects and customers. You don’t have to do it for free though… it’s okay to survey and request information about your reader. Providing additional resources such as whitepapers or webinars requires registration.
  5. Measure in Dollars. Engagement isn’t measured in comments, it’s measured in dollars and cents. It’s essential to integrate a business analytics tool that can accommodate accurate measurement of your blogging efforts.

Each key, of course, can have an associated presentation… but don’t lose sight of the big picture if you’re blogging for business with other businesses.

Appreciate this content?

Sign up for our weekly newsletter, which delivers our latest posts every Monday morning.

We don’t spam! Read our privacy policy for more info.

Douglas Karr

Douglas Karr is a fractional Chief Marketing Officer specializing in SaaS and AI companies, where he helps scale marketing operations, drive demand generation, and implement AI-powered strategies. He is the founder and publisher of Martech Zone, a leading publication in marketing technology, and a trusted advisor to startups and enterprises alike. With a track record spanning more than $5 billion in MarTech acquisitions and investments, Douglas has led go-to-market strategy, brand positioning, and digital transformation initiatives for companies ranging from early-stage startups to global tech leaders like Dell, GoDaddy, Salesforce, Oracle, and Adobe. A published author of Corporate Blogging for Dummies and contributor to The Better Business Book, Douglas is also a recognized speaker, curriculum developer, and Forbes contributor. A U.S. Navy veteran, he combines strategic leadership with hands-on execution to help organizations achieve measurable growth.

Related Articles

Back to top button
Close

Adblock Detected

We rely on ads and sponsorships to keep Martech Zone free. Please consider disabling your ad blocker—or support us with an affordable, ad-free annual membership ($10 US):

Sign Up For An Annual Membership