Looking to boost your web traffic and grow your leads? You need to start blogging — and regularly. B2B companies that blog 11+ times a month get almost 3x the traffic of those who blog only once a month, and 4x the leads of those who blog 4-5 times a month.
Why business blogging delivers such impressive ROI
Blogging gives readers a window into who you are, what you do, and what you believe. It showcases your products, services, and expertise within your vertical. Not only that, but it creates a conversation with customers and can draw wider interest from traditional news media. Plus it's a boon for your website's SEO, letting you organically rank for key search terms related to your industry.
Finally, it's a great way to generate leads via newsletter or blog "update" subscriptions. Every time you post a new blog, you can push it to your social channels and subscriber lists, drawing people back to your site.
Building a business blog people love to read
Business blogging is all about consistency, credibility, relevance and reach. To get started, define your audience and determine what they need or want from your blog. Your blog "voice" should speak directly to these key readers and it should deliver what they expect to see.
When getting started, don't just dive into the deep end with a series of ad hoc posts. Take some time to figure out how you want to position yourself, what you want to cover, and what kind of posting frequency your team can handle.
Then start preparing a content calendar. Break it up into the themes you want to cover, as well as into content "types" such as interviews, how-tos, lists and opinion pieces. Take note of key industry dates as well as seasonal events, and assign relevant content accordingly. But leave yourself a bit of flexibility just in case something newsworthy crops up!
Leveraging SEO for Google success
SEO, or Search Engine Optimization, involves following some basic principles for making your blog posts as search engine friendly as possible. When putting together your blogging calendar, reference Google's keyword tools to ensure that you're creating content that's relevant to your audience and what they're searching for online.
Build each post around a particular keyword, referencing it in the main title, subheads, images and here and there in the body text. Keep it organic! You're still writing first and foremost for people, not robots! Linking to other content on your blog, as well as out to external content can help boost SEO. Plus as other sites start linking back to your blog you'll start to climb the rankings.
Don't forget the all-important CTA!
Every blog post should encourage readers to do something. Maybe it's to get in touch, download an ebook or sign up for a course. You have their attention so make the most of it.
Keeping this in mind will help you create content that's relevant to your audience and your business. Say you're a coworking space and you're about to host a networking event. Don't just do a post summarizing your event. Prepare a how-to for your readers showing them how to host their own successful event, and then offer up your space as a solution for them to make their event a reality!
The result is a post that's on-brand, of interest, and actively promotes what you do.
Need some help getting started with your business blog? We can help!