If you’re an industry veteran, chances are good that you have a lot to say about your company, product category and industry. Executives like you have seen everything during their careers. That puts you in a great position to consider blogging.
A blog provides many advantages in B2B marketing. Blogging will engage you with prospects, build credibility, generate website traffic, help with search engine results, etc.
But here’s the challenge…some B2B executives don’t know how to start and maintain a blog. That’s the reason for this article – to provide insights on how to start a blog.
There are several types of blogs so for clarity’s sake, let me explain which kind of blog I’m talking about. In this article, I refer to the type of blog that offers readers free advice on how to solve their problems. It’s up to you to decide how frequent your posts will be. From my experience, once per month is sufficient.
BE YOUR CUSTOMER’S GO-TO PROBLEM SOLVER
Selecting topics for your blog posts can be challenging. The topics have to be issues that are important to your target market. Go through customer correspondence or pay attention to customer service calls to get ideas about what challenges they face. Pay close attention to problems they are trying to solve. These make great topics for blog posts.
CRAWL BEFORE WALKING
Start a collection of topics you’re passionate about when it comes to your profession, product or industry. The collection doesn’t have to be extensive, a few will do. Jot them down on a piece of paper. Better yet, create an MS Word file and record them electronically. It will make it easier to edit them when it comes time to expand on them.
Each topic or raw idea in your collection will evolve into short blog posts. The first step in writing your post is to outline it. Think about the 3 or 4 main ideas to cover on the topic and then begin to write down your thoughts on them. Target 600 to 1,100 words for each topic. Folks will lose interest in anything longer.
START AS A GUEST BLOGGER
Conduct online research to find existing blogs in your subject matter area that welcome guest contributors. Review the specific topics and determine what topic might be missing from the discussion. Help that blog fill the gap as a guest blogger. Understand the requirements they ask of guest contributors and make sure you follow them.
ASK A PRO
Seek out the help of a trusted web developer who can build a blog feature on your website. The firm that developed my company website using Word Press included a page for my blog. It’s very easy to upload my blog posts using my dashboard in Word Press.
If writing isn’t for you, find someone you can count on to do your blogging. They can show you their process for developing engaging marketing content, selecting different formats to make things more interesting and help you decide on the right “voice” or personality for your blog. Affinity can help, contact us today about getting started.