Connecting with your customers. The right way.

Treasure hunting: Blogging, the right way

Blogging is certainly, or at least can be, when cleaned appropriately, a real jewel in terms of traffic, audience and overall visibility. And you know what’s even better? Blogging and B2B are perfect together, as long as the music is right. The only problem is that marketers don’t exactly know how to use blogging properly, so they quickly conclude that it simply doesn’t work. And, obviously, it’s the blog post’s fault, never the marketer’s.
It’s time for the big Why, right? Why blog at all, if you don’t know how, if you don’t even like it and if you don’t believe in its power? Well, let us tell you why.
We like nothing better than actual pieces of evidence, as these really make good arguments and they’re really difficult to battle with. It’s all about choosing battles you can actually win, right?

According to a 2016 report, realized by Social Media Examiner1, it seems that 78% of marketers decided to run content strategies based on blogs. In other words, they believed in the power of adequately made blogging and held nothing back. 78%. That’s almost the entire online market. And 62% even made that extra mile and optimized their blog content for mobile use.

This should show the level of popularity blogging as a method, has. Sure, you could fight back and say that you have no idea how and if their work paid off. Well, we don’t, not exactly, but what we can say is that it is 2019 now and almost any ( if not all) B2B website has a blog category. So, this means that even if the hype wore off, marketers have not given up on blogs. In fact, some are using strategy more than ever, posting articles in a greater number.

So, is one of the reasons the big push of the market? The trend to blog on and on about your opinions, strategies or how to guides? Yes, partially, but there are other reasons for which blogging is necessary.

When running an effective blogging strategy, you obtain an increased traffic, a greater audience that can be later on converted to buyers, you increase your list of subscribers, or put differently, leads, and you obtain exposure, which finally can lead to an increased profit. And we are not even going to get into the SEO and ranking benefits, plus the improvements it can have upon your brand.


Now that we’ve mentioned leads and traffic in the sentence, obtained in one big effort, optimizing blog posts for mobile use starts to make sense. And so does blogging in the first place.

But it is worth mentioning this idea again. Blogging can bring great, important gains to your company, as long as it is done appropriately. Otherwise, it’s just a huge effort for your team, lost time and unsatisfying results.

How to blog PROPERLY

The how is the next pressing matter on the list. We know and see where you are coming from. Blogs, as we as all other tools have goals to fulfill. They aim to do something. This could be traffic, leads, subscribers, brand enforcement, and so on. For this reason, when working on the content, you need to bear in mind these goals and carry them around with you at all times. In your topic, in your writing, even in your design, that goal needs to be fulfilled. But there is something else you should know.

Blogging serves the writer, as well as the reader. In other words, given the fact that all your goals are somehow linked to your customers, you need to first convince them that you are worth reading. So, again, your best friends come to your rescue, those fisty buyer personas that can’t help themselves from offering a tip or two.

By knowing who your target audience is, you understand how you should speak to them. The tone of your articles, the design, the topics, the vocabulary, all come together and create a text that brings value to your customers, that allows them to make better decisions regarding their business, that offers them actionable tips and pieces of advice.

You want to be regarded as a trusted source of information that offers actionable knowledge.

Now, when it comes to blogging the right way, there is something you should know. Knowledge is everything of course. But so is your writing. After all, when reading, we don’t always choose books that offer us concrete information on life, on how to be healthier, richer, more satisfied with our life. No, we sometimes escape and go for reading for the pleasure of it. In your blogs, you need to mix pleasure with knowledge. Choose a language and a tone of voice that appeal to your audience and that makes visiting and reading your blog a real pleasure.

The problem with Blogging

Unfortunately, there are problems in this Paradise. It couldn’t have been that simple. Follow your pleasure for writing, and you will improve all other aspects of your business. And as it happens, it doesn’t always go this way. In order for blogging to have the much-desired results, you do need to feed the reading monster. If you do start blogging you should continue blogging on a regular basis, making sure that there is enough new content and things don’t get too old.

Unfortunately, B2B marketers don’t have the time to handle this passion and leave the blog completely unattended. Of course that from one point on, the blog no longer delivers, no new readers, no new subscribers, no traffic, no exposure. It stops doing its job. Naturally, you think that all your work was in vain, without actually realizing that this strategy is the kind that needs to be pampered. There is no stopping blogging.

It delivers as long as you deliver.

Optimize for success

In B2C, things are rather simple. Pictures rules the world. In B2B, information is the key and when you present information in the form of blogs, whitepapers, ebooks and so on, you need to consider one aspect, which is rather important. You need to understand that your readers might not always read your words when they are sitting quietly at the desk, with their coffee by their side, and a note to jot down ideas. They might be struggling to get to work, changing the bus with the tram and then the subway. They are moving constantly and their only connection with your blog is the smartphone.

So, it is useless to do your work, to research, to think of a topic, to try to write that incredibly captivating article you know customers are going to fall in love with if you don’t go the extra mile and optimize your blog for mobile view. Think of how many potential customers you might be losing. And they could very well be the ones you appreciate the most, the busy decision makers.


Note: 1 http://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf