Working Like a Blog: Why B2B blogging needs to be about more than just writing

“Content is the reason search began in the first place.” – Lee Odden

Blogging is currently all the rage – anyone and everyone can write and publish a blog in an effort to garner a following or grow a business.  But in the B2B world, what purpose does it really serve and if your company is not already publishing one, should it be?

A study by marketing software company Demand Metric has shown that B2B marketers with blogs have 67% more leads than those without. Is that because a blog can

  • Boost your traffic website?
  • Establish you/your executive team as industry experts?
  • Engage with your customers?
  • Strengthen your brand?
  • Create content-sharing opportunities?

It is ALL of those – but if it really is so easy then why did 52% of bloggers in the Orbit Media 2019 Annual Blogging Survey report that it is getting harder to get readers to engage with their content?

You can’t expect to just write and have visitors come to you – that’s too passive.” Anita Campbell, Author and Founder of Small Business Trends

 MD Consulting recently undertook some research on behalf of a client in the B2B FinTech sector to discover what their competition was blogging, and it quickly became apparent how companies do not think about their blogging activity in the context of an overall marketing strategy. Many of the blogs were completely irrelevant for companies’ key target audiences despite the ‘topical’ subject matter. For example a blog discussing the advantages of working from home during the ongoing Covid-19 pandemic may be of interest at a general level your audience, but will hardly establish your team as experts in the field of Anti-Money-Laundering (AML) technology or resonate with Fund Managers struggling with operational challenges as a result of working from home. Not does it tell your market something it doesn’t already know.

By failing to look at blogging as part of your organisation’s overall long-term marketing strategy then there it the risk that it simply becomes an in-vogue but time-consuming activity that doesn’t serve your business well.  So what can you do to address that?

  1. Know Your Audience. Marketing rule 101 is as applicable to blog content as it is to any other marketing activity – what is the profile of the people you want to attract to your business and what are their pain-points? Target your content to their needs and interests.
  2. Think about your blog content in the context of business goals. Is its purpose to improve brand awareness, lead generation or generate discussion or other engagement? Then tailor your content accordingly.
  3. Create a publishing schedule of relevant AND regular content. Whether you publish weekly, monthly or even several times a day, try to be consistent – but be careful not to confuse the importance of regular content with relevant. It is still much more important to have content that’s relevant to your audience than to churn out regular blogs that neither inform, educate nor engage your audience. And ensure you use your social media analytics to work out the best day and time to promote your blog posts (read more about how to do this here).
  4. At the risk of stating the obvious, write quality content. Research popular topics that are relevant to your industry, brainstorm with your colleagues and clients to develop your own angles and if you are not a good writer, then find someone who is! And don’t forget to vary the type of posts you publish and promote e.g. ‘how to’ blogs, interviews, case studies and analysis of industry developments.
  5. Monitor how your blogs resonate with your audience by checking your web analytics to learn which are the most popular and if necessary adjust your schedule.
  6. Promote your blogs. Having published quality content, don’t just sit back and wait for readers to find it.  Make use of relevant social media channels such as LinkedIn and Twitter.

Blogging is here to stay but before you jump on the bandwagon of B2B bloggers you need to put some real thought into how to keep the content fresh, interesting and relevant for your audience.  Only then will it pay real marketing dividends.

If you would like help to create and maintain a  #fintech #regtech or #FX blog for your company that resonates with your audience, get in touch with MD Consulting.





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