Business-to-business and technology companies often avoid blogging; it takes time, it feels more exposed than a website, and it has a lingering reputation for frivolity. But blogging brings new life to a static technical website and reinforces your marketing message for both readers and search engines. Those results are worth going after. Here are answers to some of the most frequently asked questions about blogs for technology and B2B companies.
What Can We Blog About?
White papers and success stories (or case studies) are strong marketing tools for companies that offer B2B and technology products, services, and solutions. Think of your blog posts as chapters or sections of a larger white paper and as a vehicle for your success stories. You might discuss the latest industry trends; solutions on the horizon; or research you’re undertaking. You might describe recent customer problems and their solution; the industry standards you meet or exceed; and your approach to compliance issues. Perhaps you have advice for customers on how to choose among the companies that offer products or services similar to your own.
Each of those topics, just a sampling of the many available, could generate several posts over a year.
Where Should We Blog?
You should first of all blog on your own site to gain the advantage of new content and repeated keywords. But also consider contributing to a group blog site that is specific to your industry, location, or field; your appearance on another blog confirms your expertise, and your post will be read by the exact audience you want to attract.
How Much Work Is Involved?
Don’t begin a blog unless you can commit to one new post per week. A lapsed blog proclaims that you don’t care about quality or timeliness, and you don’t care who knows it.
Drive traffic to your blog by announcing it to current and potential customers. Send customers to your blog for the answers to frequently asked questions. Link to your blog from Facebook, LinkedIn, Twitter, and other social media. Include your blog in your overall marketing campaign and mention it in your marketing collateral.
If you have no one in your company who can write, promote, and maintain the blog, hire a freelance writer.
Blog or E-Newsletter or…?
Blogs and newsletters are not mutually exclusive. An e-newsletter that provides a click through to an interesting post guides customers directly to your website, one of your major goals. Customers who would never write a letter to an editor will comment on a blog, giving you a chance to grow the relationship.
Old newsletter articles are a gold mine for current blog posts; a longer article can be broken up into several posts. By the same token, a group of posts is an excellent start towards a longer article or even a white paper.