Dear Business Executive,
We both realise that B2B Buyer Journeys are getting longer and more complex. Buyers are doing more research and looking into more sources of information before making their buying decisions – 96% of buyers want more content from industry thought leaders (DemandGenReport.com).
If you plan to keep your customers, attract new prospects, showcase your credentials, and raise your profile, then thought leadership is the key to your marketing plan.
B2B Blogging consists of publishing insightful content that addresses the needs and challenges of your audience. If you consistently provide your audience with helpful content, that’s well written and researched, they’ll perceive your company as reliable and trustworthy; And they’ll naturally turn to you once they need a solution to their problems – In fact, companies that blog generate 67% more leads than companies that don’t (DemandMetric.com).
So, how can we help you?
Research your topics
The very first step in your B2B Blogging Plan is keyword research. The only thing worse for your company than not blogging is blogging about topics your audience care little about – 74% of website visitors get frustrated when presented with irrelevant content (NeilPatel.com).
Here we think about what problems and solutions your target audience is already searching for online.
Keywords are the phrases they use when searching for information or a solution to their problems.
Keyword research starts with broad keywords and ends with more specific search phrases. Let’s take an ERP software as an example:
- We’ll start with a broad search term such as “ERP”
- We’ll brainstorm phrases your target audience would likely use when researching or thinking of buying a solution like yours. So, from “ERP” we’d end up with “Best ERP Software” or “What to look for in an ERP”.
- Decide on the best keyword phrases based on their search intent: Using the examples above, “Best ERP Software” is a phrase with buying intent, whereas “What to look for in an ERP” is likely someone in the research phase of their buyer journey.
Optimise your articles
To make it easy as possible for the search engines like Google and Bing to find your blog articles, we will place your keywords into your content, title, meta description and image tags.
This is not keyword stuffing, which results in blacklisting by the search engines. It’s about placing your chosen keywords naturally throughout your content, so that your readers enjoy it, and the search engines index it. Your optimised articles play their part in your website’s search engine optimisation (SEO).
When your readers enjoy your content, they naturally share it on their social media profiles, giving additional signals to the search engines that your content is worth ranking.
Build your authority
Blogging alone isn’t enough. There’s enough competition for keywords that you need to give the search engines good reasons to rank your blog articles; And your website visitors good reasons to return.
You do that by leading the conversation in your subject matter. That’s why it’s so important to match your keyword research with your audience’s search intent online. Essentially, they’re looking for answers to their questions or solutions to their problems. Once you’ve demonstrated through your blog you’ve “understood where they’re coming from”, you’ll be their hero. You’ll have shown thought leadership.
You build authority in 2 ways:
1) By blogging consistently – Remember when we said the second worst thing is not blogging? … Well, the third worst thing is not blogging consistently. Choose a schedule and stick to it. However great your articles, when you publish “once in a blue moon” or whenever you feel like it you lose credibility in the eyes of the search engines and of your readers. Inconsistency feels like untrustworthiness. And that’s bad for business. Blogging consistently gives your brand personality and increases trust.
We’ll create a content calendar for you that will keep you publishing on schedule.
2) By writing share worthy articles – When your industry peers and audience like your content, they share it on social media, and they link to it. This creates back links, signalling the search engines your articles are worth ranking. And of course, raises your profile.
Distribute your articles
Blogging isn’t a one-way conversation.
- Use your blog’s comments section to invite opinions and questions from your audience. Your audience will also share your articles on social media, sparking a two-way conversation around your brand.
- Use these conversations as inspiration for future articles. Perhaps answer a question posed by your readers.
- Repurpose your blog articles for your newsletter or other types of content
Repurpose your content
Besides SEO and lead generation, B2B blogging is a great starting point for other types of content. You can repurpose your blog articles for your social media and email newsletters, and you can turn them into a variety of formats including e-books, white papers, and infographics.
In fact, we encourage you to use your blog as a starting point for all of your content marketing. You become an expert in your field, and you give direction to your content, saving yourself a lot of time and effort.
Build long-term relationships
B2B blogging builds long-term relationships with your audience and has a compounding effect on your brand’s value. It gives you a platform to show your thought leadership and your company’s values. It creates a reference point for new and repeat business.
Talk to us
If you believe success in marketing is a combination of thought leadership and lead generation, then you will find B2B blogging is the perfect channel for your company.
Impellium’s blogging services are managed by me, William Alldred, editor of the Impellium blog and a Verified Copywriter with American Writers and Artists Institute. I look forward to telling you more about them later.
I encourage you to leave your details in the contact form opposite. This will give me the opportunity to send you my media kit.
In my media kit you’ll find:
- A little bit more information about me
- Some blog samples
- A copy brief
- A fee schedule
The next step, if you’re interested, is a 30-minute discovery call. This is an opportunity to discuss your needs and goals in more detail and find out if we’re a good fit.
I sincerely hope this interests you, and I look forward to helping you meet your goals.