Creative writers and thought-leaders are the catalysts of the marketing industry. They maintain the essential flow of information between and amongst key business people, facilitating the mechanism by which marketing as a concept copes with technological and social evolutions.
But sometimes they can’t help but get caught up with creative ideas that they forget the necessary elements for B2B lead generation to work. While their passion for creating content is commendable, it should not be dismissed from their minds that in reality, the core objective of blogging is to attract prospects. And without the proper elements, that objective is an elusive target.
Here are some of the important components of a B2B blog:
- A relevant image – If you want to know how much impact an image has on the readership of a blog post, try posting a text-only article and see if someone would be attracted to even begin to read it.
- Tags – There’s not much emphasis given to the importance of tags in creating B2B content, but it is definitely an indispensable element in facilitating the searchability of an article.
- Call-to-action links – An article is just an article if it doesn’t direct a reader into the next step of the lead generation process.
- Links to author’s profile – This is important to establish authority and for readers to see your organizational affiliations, as well as other possible sites related to you.
- Links to other articles within the blog – Whenever one of the other previous blog posts is relevant to the current one, you can insert links (containing the complete title or keywords) in between paragraphs. This enhances your viewership and develops kinship to your blog.
- Subscription options – It’s the ultimate lead generation instrument, but you don’t have to shove sign-up forms into readers’ faces. Make it subtle, short and not pushy.
- Social media buttons – Don’t be such a square; link your social media accounts, especially the big 3: Facebook, Twitter and LinkedIn.
- Keywords – Yes, content is king, but without the proper keywords (especially in the title and the first paragraph), your blog will be a hard-find. You don’t need to stuff the same words over and over to achieve the desired effect, though.
- Awesome content – All the previous items on this list will not even matter if your content itself is boring, non-informative and poorly written. Bank on high-quality articles, and everything else will fall into place.
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