Blogs remain as a strong weapon in B2B lead generation, and its popularity is not showing any sign of weakness.
IgniteSpot.com says 77% of netizens are blog-readers, where 6.7 million people blog on blogging sites, and 12 million people blog via social networks.
By now you would think bloggers have already mastered the art of writing a blog post, and perhaps they already have. But when you’re talking about B2B, blogging is not just about doing it right – it’s also about doing it effectively.
B2B bloggers are more concerned with engagement, shareability and SEO optimization. Those, among other things, make blogging a bit tricky, except when you know these things:
Identifying with your audience – Imagine yourself as an American blogger tasked to write in behalf of the Eskimos in Alaska and their sentiments regarding the lack of cable TV shows. Now that’s something you couldn’t just write about off the top of your head. You have to at least learn about their culture and know how it feels to be like them. It’s the same with business blogging. If you’re clueless about your market’s situation, how could you gain their attention through writing?
Starting with a bang – Your blog title and intro are the first two elements people notice. Just how important are they? Sometimes, just by reading the title, people may decide not to continue reading. And even if they do start reading but found your introduction uninteresting, they still wouldn’t go on. Titles and intros are what drives and keeps them in your post.
Organizing your content – An overwhelming amount of information is not helpful. You need to learn how to sort different ideas of content within your content. You can use sections, bulleted lists, and sub-stories. Help your reader understand the message you want to send across.
Optimizing for search – Although a blog post’s quality is not decided by keywords alone, they are still a vital element in lead generation. You don’t want to waste a good article by not making it searchable. If nobody stumbles upon your blog, it’s like it doesn’t exist at all.
Positioning CTAs strategically – Calls-to-action are tools not only for marketers to benefit from; readers also consider this as a valuable resource. If they liked what they’ve read on your blog, they would desire for plenty more, and CTAs provide that avenue. They must be available in strategic places where they are clearly defined and easily found.
This article originally appeared at: http://www.sales-and-marketing-solutions.com/an-easy-formula-in-writing-a-b2b-lead-generation-blog-post/
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