5 Steps for Crafting an Effective B2B SEO Blogging Strategy
Organizational methods that will help B2B companies achieve success with their blogging strategies.
Organizational methods that will help B2B companies achieve success with their blogging strategies.
Search engine marketers frequently recommend blogging as a tactic for achieving search engine optimization (SEO) goals. B2B marketers have consistently recommended blogging as a communication vehicle and brand awareness tool for the company, but developing a strategy that accomplishes both of these goals isn’t always easy.
The Argument for B2B Blogging
Some may argue blogging is a “dying initiative.” A study conducted in 2010 would position blogging as such, and even a “blog post” written in The New York Times highlighted the point. Before jumping on that bandwagon, consider two points.
Proper organization is important to an effective B2B blogging strategy. Here are five organizational methods that help B2B companies achieve success with their blogging strategies.
1. Define Objectives
This is the most critical step. Defining objectives helps the organization create a focused content strategy, including topics that will be developed, tone, and helping with the identification of the appropriate writing personnel.
Objectives differ. Examples include:
These objectives have potentially different audiences that will need to be considered. With multiple stakeholders potentially in the mix, the layout and agreement on objectives is imperative.
2. Establish the Contributing Team
It’s important to find the right team members to write. For B2B blogs, we tend to find a multiple author strategy works best, since there are multiple product lines, target audiences, etc. With multiple authors, the demand for new content and content ideas can be scaled across the team, as well.
Potential authors include:
In addition to the writing team, at least one person should have the responsibility for organizing blogging initiatives, including maintenance, scheduling, and comment moderation. This individual can funnel comments to appropriate writers and help advocate for the blog internally and to externally.
3. Establish a Writing Schedule & Idea Funnel
Put together a schedule for blog writing responsibilities. When working with multiple authors, resources like Google Calendar or Google Docs help organize efforts. WordPress bloggers may be interested in leveraging the WordPress Editorial Calendar plugin as well.
Keeping the steady stream of writing ideas is challenging. Keyword referral reports can be a fantastic asset for overcoming this obstacle. Even if SEO isn’t a priority of a B2B blogging strategy, keyword research may still provide a depth of opportunities.
Recommended reports to evaluate:
Try to review these types of reports monthly (more so for Google Trends). A monthly review will generate at least a handful of blog writing ideas to consider.
4. Getting the Word Out Internally
Beyond coordinating communication and commenting strategy on the blog, make sure to get the word out to employees as well. Traditional company communication seems to work best for this, including:
Keep the entire team in the loop with regular updates and highlights. Encourage social sharing (Facebook, LinkedIn, etc.) and ask for feedback and suggestions.
5. Measure Small Successes First
While in the end every strategy must pull its own weight in a B2B Internet marketing campaign, it’s easy to expect too much from a company blog too soon. Set smaller, more easily attainable goals first.
Some examples of initial goals to consider:
By focusing on small successes it can help the organization’s blogging team avoid burnout and frustration. Gradually increase goal expectations over time and as blog momentum is gained.
Wrapping Up
While this may seem like a lot of work at first, if contributors are truly interested, and a process is developed, executing a blog strategy becomes much simpler over time (it just never seems that way at the start!).
Two final points:
Next time: how B2B organizations can develop blog writing strategies that span multiple audiences and satisfy different Internet marketing objectives.