B2B marketing blogs – ten tips for success - Cambridge Network

Anna Wood says:

The aim of a business blog is to encourage people to engage with the business, for example to sign up to a webinar or download a marketing document. As well as this, it should help your company’s website to rank higher in search engine rankings. Here are my top tips for managing a successful blog.

1. Every post should be valuable to a human reader, so it must be useful or insightful. How-to articles are popular and spotlights on individuals and companies can work well. A “customer of the month” post, based on a case study can work well in B2B markets.

2. At the same time, every post should meet the technical requirements of search engines so that they can process the posts easily. The length of heading, the H2 and H3 tags, page titles, external and internal links are some of the factors that matter for search engine optimisation, or SEO.

3. One common strategy is to write posts that answer the questions people are typing into search engines and try to rank high for these queries. The aim is to appear in the featured “snippets” on Page 1 of Google’s search results.

4. The headline of a post may matter more than the content, so a good headline should signal value, and it should also include the key word or key phrase.

5. I think it’s good to write posts with our own contacts and customers in mind. This helps us to reach the correct level of technical content and find topics that people genuinely care about.

6. It is best not to focus entirely on your company’...

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