Blogging is one of the most effective ways to reach and engage your audiences, and most businesses do it. Blog posts are the most popular form of content out there, according to SEMrush. This is because they’re able to showcase what an organization focuses on and generate organic traffic for the business.
Your B2B blog posts need to compel your readers by making it clear what they’ll learn from the start. They need to dig into a topic that will deliver insights, help your clients solve a problem, or find answers. And, your posts need to include SEO best practices so they perform on Google and get you more visitors.
Blogging can seem overwhelming, so we’ve broken it down to help you create the right plan. Here is your guide to B2B blog writing.
Key takeaways:
One of the best ways to boost your blog content is to please the end-all, be-all algorithm: Google. Google created the E-A-T factor, which stands for Expertise, Authoritativeness, and Trustworthiness, which helps get your content noticed by more prospects. These are the three ingredients the search engine uses to determine how it will rank your site or content to help it present more relevant content to online searchers. Here’s what to know about it.
Google cares about who’s authoring content. They’ll monitor for relevance and detail, but they also want certain topics – including medical information, financial guidance, or wellness advice – to be written by accredited, qualified sources.
You can establish authority by writing with confidence as someone who knows their stuff and has experience with the topic at hand.
Google doesn’t want to send users to websites that aren’t trustworthy. Your website must be secured with an SSL certificate so the algorithm knows you’re safe.
With E-A-T, Google can figure out which content is relevant, credible, trustworthy, and good, then show it to people.
Key takeaways:
Today’s content needs to go beyond keywords and search terms. You need to focus user intent, or meeting the needs of the person behind those terms, otherwise yours won’t be ranked as highly.
So, what does user intent mean, exactly? This concept refers to the reason someone is searching. What are they trying to find? If you’re only thinking about using keywords but not why someone is searching for them, a reader could visit your page only to realize it’s not going to meet their needs at all. This leads to a higher bounce rate, or people clicking into your content and quickly clicking away.
You need to let user intent guide your content. There are three types of user intent to consider:
Some keywords will tell you a user’s intent. For example, if someone types “buy an office chair,” their desire is pretty clear. Not all searches are so obvious, however. Make sure you adjust your keywords and phrases to align with what your target audience is actually looking for, then deliver something of value that will help them reach their goals.
Key takeaways:
It’s no longer a secret that you need a blog for your B2B company. Blogs help your SEO strategy and get you ranked higher on Google, but they also drive traffic to your business pages for your services and products. Here are a few key benefits of B2B blogging:
Blog posts are a must, and the right content will engage and excite other business leaders. This creates more meaningful connections.
Key takeaways:
Some business leaders think churning out blog content is the best way to get more traffic and engage people. But, quality is much more important than quantity when you’re trying to impress Google and other businesses.
Think of all the content out there. About 300 hours of video are uploaded to YouTube every minute, and there are more than 600 million blogs around the globe. Do you really think people will care about just any old content you post?
Quantity is not nearly as important as quality. What value are you bringing to other businesses? How are you different? Readers need to get actual insights from you. Here are a few reasons why quality beats quantity with blog content:
Quality always wins. Don’t just add to the white noise. Put your energy into writing better blogs instead of constantly posting.
Key takeaways:
To run a successful, engaging blog, you have to know what your audience wants and needs. You have to get into your customers’ headspace to define the questions they want answered and their biggest pain points. Why? Because only then will they read your content or consider working with you! They don’t want to jump through hoops to find an answer online or figure out what it is your business does.
A few tips on finding relevant topics:
Remember that clients are not always looking for a product when they turn to Google. They sometimes just want someone to lead them toward a solution. Telling your audience what you want them to hear never works. You actually have to pay attention to tell them what they want to know. They will only start to believe that you can help them when they feel like you understand.
Key takeaways:
Establishing authority is about more than being present and visible. It’s also about showing you’re trustworthy with quality content and valuable insights. Start by building trust. Discuss the problem before selling a solution. Businesses want to know you care about their pain points. Also, create case studies and include testimonials. Show prospects that you’ve helped real companies in significant ways.
Then, show them what you’ve got. Talk about your solution once you’ve validated their problem. Show examples about how you approach problem-solving. Reassure readers that you know the right steps to take to help them.
Building authority with your blog requires quality, well-written content, the right SEO tactics, and consistency. Pull in stats and updates from others in your industry, and don’t be afraid to talk about your opinion on certain topics – even if it goes beyond the norm.
Key takeaways:
Blogging isn’t a marketing strategy in and of itself, but your overall outreach plans will suffer without it. HubSpot data shows blogs are one of the primary three types of media in today’s content strategies, after all, and that 89% of marketers include blog posts in their content strategies. Blogs help you rank higher on Google’s SERP, show your expertise, and ensure you connect with people in engaging ways.
Here are a few tips to improve your marketing strategy with a blog:
Hopefully you can see just how important a blog is for your B2B business. Authority is key, and so is high-quality content that keeps Google’s algorithm in mind.
The good news is that you don’t have to do this on your own. ContentBacon helps you boost your blog content game with writers and editors who can adapt to your business’s unique voice. We help you post relevant, informative, and engaging content that other businesses will trust.
Contact ContentBacon to learn about our content subscription services.