B2B Blogging: Cut The Bullshit And Give Real Answers To Real People

By Liane GrimshawComments

B2B Blogging: Cut The Bullshit And Give Real Answers To Real People

Blogging is the drumbeat - scratch that - the heartbeat of a stellar content strategy.

I’ll let the numbers speak for themselves...

B2B brands who implement a strategic game plan to blogging:

  • Receive 67% more leads than those who do not.
  • Are 13 times more likely to see a positive ROI. [HubSpot]
  • Generate 97% more backlinks to a website

If you really want to get discovered, reign in an audience and showcase your brand as a go-to knowledge base, not blogging isn’t an option anymore. But there’s MASSIVE difference between knockin’ up a bit of copy and creating something that’s going to get a reaction.

Make no mistake, this stuff isn’t easy.

With over 75 million blog posts published each month on WordPress alone, it’s safe to say competition for readers is intense!

But with nearly half of all marketers prioritising their blog as ‘the most important piece of their content strategy’ (Social Media Examiner) — we know how real the benefits are.

Our eBook Blog, Sweat and Tears: The non-nonsense guide to crafting your next B2B blog post brings context to the chaos. It’s geared to give you everything you need to create SMART content that hits home and leaves readers in a better position.

Relevance and quality rule the roost

Blogging continues to endure in both popularity and effectiveness. It drives traffic to your site, educates readers and guides top of the funnel buyers along the path to purchase.

But to realise its true potential, businesses need to understand how to make it work for them AND their audience.

It’s not rocket science - but it’s a discipline which has clear guidelines, both creative and technical. This isn’t about random musings, the hard sell, or voicing your opinions on tenuous topical subjects. It’s about creating carefully crafted content which is aligned with your business strategy and helps prospective customers.

Blogging takes graft, commitment, time and know-how to produce the value required to hook readers and turn them into advocates. And these are shoes that many brands are failing to fill.

Believe me.

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Brand marketers are investing more time and bigger budgets into content creation. Publishing frequency has skyrocketed by over 800% in the last five years. And yet, we’ve seen an 89% decline in engagement (TrackMaven).

Why? Because quality has suffered

With some agencies demanding upwards of 5 blog posts (10 in some cases!) per day from each of their content creators - the push for more, more, more has put writers in an extremely sticky situation - and many are jumping ship.

It’s scary how many brands I see churning shit blog posts out into the content ecosystem, everyday. Blogging for blogging’s sake is a sure-fire way to fail your audience people!

Void of relevance, value and personality - these posts achieve nothing besides clogging up social feeds and wasting your oh-so precious time.

Time for a reality check...

Marketers must wake up to the fact that the ill-informed ‘more content, means more exposure’ mantra is failing. [CLICK TO TWEET]

There is far more to blogging than volume. It’s a practice in which the many participate - 80% of B2B marketers to be precise (Content Marketing Institute) - but only the few have mastered.

In the words of Content Marketing Institute's Jodie Harris...

“Anyone can throw together some personal opinions or controversial remarks, toss in a few supporting stats or anecdotal examples, share it in a public forum, and call it a “blog post,” but that doesn’t mean it’s truthful, meaningful, or even valuable content.

Consumers want to trust their information sources and are increasingly expecting that content be rigorously researched, factually accurate, and worthy of their time and attention – meaning that it helps them make better decisions and confidently complete the tasks they need to get done.” 

I mean, she’s not wrong.

B2B Blogging, but better

Brands that offer complex products and services must create content that guides, nurtures and converts. B2B brands aren’t bought into on impulse, their buyers take time to make purchase decisions. It’s their neck on the line after all!

New approaches and sophisticated techniques, arriving off the back of the Inbound movement, have compensated for drastic changes in B2B buyer behaviour.

A customer-centric mindset, along with innovative uses of data and technology, has made it possible for marketers to truly get to know their audiences for the first time.

We know that buyers want value and clarity.

But they also want content that makes them feel.

Quality takes time. And so, content creators are being forced to up their game.

Each post must be thoroughly researched, it must concisely articulate valuable information and communicate in a tone which connects with its intended audience.

Marketers are supplementing snackable content - such as videos and infographics - with long-form blog posts that ooze substance and speak to readers on a deeper plane.

A mixture of the two is where the sweet spot lies.

And for blogging to fulfil its purpose, articles must reflect the demands of an audience at each and every stage of the buying journey.  

Those who combine consistency, credibility and quality are ahead of the pack - and nailing down best practices (and a content workflow) will have certainly helped them get there.

The HOW

From the creation of the content itself, to maximising dwell time, driving conversions and the next step once you’ve hit Publish - we’ve been busy pulling together our guide to B2B blogging to help you deliver and amplify blog content that drives results.

Did you know that...

  • 80% of people will read your headline, while 20% will go on to read the post (HubSpot)
  • 50% of B2B content receives 22 social shares or less (Buzzsumo)
  • Google uses over 200 criteria to decide where your blog post ranks in SERPs

These are just a handful of the insights you’ll find in our eBook, which has been assembled to inform your creation process and boost the impact of your blog posts.

It’s time to focus your efforts on only your most meaningful ideas.

It’s time to ditch the filler content, cut the bullshit and give real answers to real people.

Put the needs of your audience at the forefront of everything you create, flavour blog writing best practices with your brand’s own eccentricities and - for all our sakes - make it meaningful!  

 

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