Professional bloggers
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On the other hand, publishing four times a week may seem unattainable. Hiring a dynamic content marketing team (ahem) is a good place to start. In fact, most of our clients start by publishing twice a week and, over time, work their way up to publishing daily.
One way to increase blog traffic is to hire employees as authors or editor phone numbers philippines to update existing content. After all, they are already subject matter experts, and their interactions with customers give them unique insight into important topics. Turning your employees into publishing pros can take some work, but it can also help add depth to your B2B blog. The key is to arm employees with this list of corporate blog “dos” and “don’ts.”
Keep your purpose(s) in mind.
We tend to think of blogging from an SEO perspective , but that tends to focus on choosing the right keywords – after all, we’re writing all this content to help us “get found” by search engines. And that’s certainly an important function of blogging. But it’s also worth noting that blogging has three other key benefits:
Establish the author as a thought leader: Every article a team member writes is an opportunity to showcase their deep knowledge or unique insight as a subject matter expert.
Position your company and its products: Each article is an opportunity to share your company's unique value proposition.
Generate qualified leads for marketing and sales: The end of a blog post is the perfect place to put a call to action (CTA), inviting readers to share their email addresses to receive more information (such as a case study or white paper).
So we have three goals with each blog post:
Create informative, relevant and engaging content for readers.
Creating SEO content for search engines
Establish professional credibility and trust
To do this, the following recommendations will help you achieve the three objectives:
Start with the end in mind: It may seem like a self-serving recommendation from the marketing team, but think about your CTA first : What do you want readers to do when they’re done reading? Schedule a demo. Download a concrete case study. Make sure to choose something that’s related to your topic.
Choose a concise title: The ideal length for a good blog headline is 60 characters, and titles between 8 and 14 words get the most engagement on social media. Twitter is on the shorter end, while Facebook and LinkedIn are on the longer end. Lists often get good results (e.g. 5 Reasons Why...), but they work best in B2C environments. We've written a whole article on headlines .
Studies show that Google and other search engines increasingly prefer long content : between 1,500 and 2,000 words.
Think about how people read online: People tend to process online content more than print. It's important to make blog content more "skimmable." This means that blog authors will benefit from writing shorter paragraphs, subheadings , and bulleted or numbered lists where appropriate.
Include images: Studies also consistently show that including images increases people's interest: they are more likely to continue reading, click on links or CTAs, etc. Using stock images is even preferable to publishing an article without illustrations.
Looking for a good model? Check out this post from UberCloud on “cloud technologies in the pharmaceutical industry. ” “ Why software companies should educate customers ” may also be helpful.
Bad blogging habits to avoid
In the B2B world, some of the most obvious blogging mistakes bloggers make are using clickbait titles, including links too early or too often, and adopting an overly informal tone. Other less obvious bad habits include:
Assuming the reader has the same knowledge as you: Throwing out business terms and concepts without proper explanation is discouraging. If the reader doesn't understand what you're talking about, they'll stop reading and move on to someone who's more clear-headed and informative.
Neglecting organizational and visual elements of the article: Most people skim through articles online, and text elements like subheadings , bulleted lists, and images make the content more “skimmable.” It can be helpful to make a rough outline of the article before you start writing, which will encourage you to break the topic down into logical sections that can be turned into subheadings.