Your blog is one of your most valuable marketing assets . Whether you use it to demonstrate your expertise, build brand awareness or improve your SEO, it is an excellent tool for generating B2B leads . Here are some best practices and tips for turning your leads into customers.
Define the editorial line of your B2B blog
The editorial line is the backbone of your content strategy. By formalizing it, you put the odds on your side to position yourself as an expert in your field. Your editorial line serves as a guide for more consistency in your publications, to differentiate yourself from your competitors and to take care of your brand image.
We propose here a succinct procedure in 4 points. You will find more details in our article on tips for defining the editorial line of your B2B blog.
Define your blog goals
You’ve decided to create a blog and it’s a great idea, but why? As with any communication action, the clearer your objectives, the more effective your actions will be. Indeed, you will not write your articles in the same way if they are intended for lead generation, SEO or branding.
Define your targets
Who will your articles be aimed at? Buyers, managers, department heads? Who are these people ? If you have already defined your personas as part of your marketing plan , use them to create your editorial line, otherwise contact your sales representatives or customer service to draw up a composite portrait of your targets. Knowing them thoroughly will allow you to adopt a more personalized tone and produce interesting content that addresses their concerns and issues.
Define your headings
A company blog generally has several sections that make it easier to find articles: practical cases, expert articles, events, etc. They support the different objectives that you have set for yourself and allow you to organize your editorial planning.
The topics you will cover will have the function of demonstrating your expertise, attracting qualified traffic, boosting your SEO and converting. They must therefore be relevant, interesting and add value.
Define the keywords to target
Defining your keywords will allow you to use the terminology used by your targets when they make a request on the Internet. This step occurs in parallel with the previous one since it can bring up subjects that you would not have thought of.
There are a multitude of tools for generating keywords that will help you determine the most relevant ones for your targets. They will also give you the whole semantic universe of your subjects to optimize your articles with secondary keywords.
Schedule posts on your blog
Publishing regularly is the cornerstone of your editorial strategy. Whether you write the articles yourself or outsource them, the best way to ensure regular publication is to plan ahead.
Publish content regularly
The freshness of the content is an important criterion for SEO . Regular posts allow you to occupy the ground, the minds of your targets and signal to SEO robots that your site is active. If you can, publish at least 4 blog posts per month.
A tip: Alternate the articles in your different sections to work on your keywords from different angles. You will thus position yourself as a reference on your subject.
Use an editorial calendar to be as regular as possible
The editorial calendar is your best ally for publishing regularly . It gives you an overview of the articles to be produced and thus allows you to balance the different speaking engagements: highlights, marketing campaigns, nurturing campaigns, etc.
To allow you to anticipate and follow the production of articles, there are many practical and collaborative tools to manage editorial calendars. We have prepared a list for you in our article on the B2B blog editorial calendar .
Promote blog posts
You have probably understood that it is not enough to publish a blog article for it to be read. We will have to promote it. You’ve already done some of the work optimizing it, but SEO takes time, especially on generic or popular topics. Here are some tips to give it a little boost.
On social networks
Once you have defined which social networks your targets are on, you will be able to create posts that link to your blog posts . You can create several posts for the same article by changing the accompanying text and the visual. By posting them a few days apart and at different times of the day, you will reach more people.
The people subscribed to your newsletter are a priori interested in what you have to tell them. Do not hesitate to include your articles in your newsletters , this will save you from producing specific content and will ensure that you are seen if not read by the heart of your target.
Offer your content through targeted nurturing campaigns
An article with high added value is a good way to reassure a prospect about your professionalism, so do not hesitate to offer them your articles via targeted emailings as part of your lead nurturing campaigns.
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