Blogging platforms like HubSpot, WordPress and Blogger have made publishing content on the web easier than ever before. Blogging and creating other content like eBooks and webinars is a powerful way to help more of the right people discover your business online.
When thinking about blogging, take off your hat as a business owner and instead try to think like a magazine publisher. The goal of your business blog should be to publish articles that are not promotional but instead share industry expertise, much in the way a column or an article in an industry magazine would. Think about what you are writing and the words you are using. Don’t use industry jargon that only you and your employees would understand. Instead, think of the words your customers use to describe your business and use those words in your blog posts.
Getting Set-Up Blogging
While writing content that is interesting to your prospective customers is important, you first need a way to publish that content online. Many paid and free tools exist that provide a way to let you easily publish online. When selecting a blogging platform, take a few things into consideration. The most important thing you can do when you first start blogging is to make sure that your blog is a section of your business website. Without a blog, a website is kind of like a brochure that doesn’t change often. A blog makes your website more dynamic by injecting new content every time a blog article is added. Search engines reward higher rankings to websites who consistently add fresh content. These higher rankings translate into new visitors and leads for your business.
Blogging Platforms to Check Out
While it is important that blog software be easy to use, it is more important that the content you create be interesting. If you are looking for a blogging platform for your business, check out these options: HubSpot, WordPress, TypePad, Dupal, Posterous.
Key Components of a Great Blog Post
There are a few key components of an effective business blog post:
- Title of Post
This should be Keyword Heavy, Interesting and Concise.
The title should capture the theme of the post using key words business leaders will pay attention to.
An effective blog article is well written and provides informative text. Using headers to block out main points makes it convenient for readers that scan content to evaluate spending the time to read the entire post.
A text only post may appear dry especially a post that is long. Use visuals and other multimedia content to provide additional interest to retain the reader’s attention while keeping it memorable and fun to read.
Embedding links to relevant content will confirm the accuracy of the information of the blog article. And if these are tied together with lead generation form’s will help convert readers to leads as they move through the sales funnel.
- Call to Action forms
Providing links to supportive content in the blog article such as Downloads or links to webcasts and other online content. This not only provides the reader an opportunity to learn more on the posts topic, but it will boost engagement for further business growth.
What Should My Business Blog About?
Most business blogs start with a purpose. What are you trying to educate your industry and potential customers about? This education is not about your product, but instead about common industry issues and the problems that your product or service helps to solve. A great way to start blogging is to think about the 10 most common questions you get asked by prospective new customers. Take each one of those questions and write a short article explaining an answer. Do this once a week for 10 weeks and you have the strong foundation for a successful blog. Once those first 10 weeks are over, check out this list of additional ideas to keep your business blog packed with interesting content. Remember to let your expertise and passion shine through your blog content and keep some of these business blog best practices in the back of your mind.
For more information on B2B marketing online, download the 2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online from Hubspot.