This is How Your B2B Blog Stands Out
Updated: Aug 16, 2019
Have you ever wondered what makes your corporate blog a real wow experience for the reader?
Well, a true highlight blog post in B2B contains special elements that make it a success. Before we study the perfect overall concept together, let's take look at why you should blog as part of your B2B marketing and why real "blog pearls" are so important.
Why blogging at all?
Blog posts help make your site better indexed by search engines. The more posts you publish, the more URLs you create for Google and the better it'll find them ( keyword SEO and internal linking).
But the posts of your company blog are also primarily used to help your target group. And to assist your buyer personas with instructive content that is of concern to them. This can be a FAQ list, news from you and insights into your industry, tips on how to better use products, and more.
The formats of your B2B blog may also vary, including charts and statistics, tutorials, presentations, videos, audio files, or fact sheets. So you can dig deep in the blogging toolbox.
Please keep the user experience in mind! Responsive design is indispensable so that your readers get the best reading enjoyment on various mobile devices. In addition, you should always have the following standard repertoire for your blog post:
Readership (see Buyer Personas), Keywords, URL, Title, Images and Graphics, Alt Texts, Call to Action and Meta Description.
Let's take a closer look at the individual elements.
Your blog post is rooted in the right keywords. It's best to use long tail keywords, not just individual (generic and often sought-after but well-worn) terms, but phrases or even whole
The more specific you become, the more precisely those individuals or potential customers will find their way to you, exactly the one that deals with your blog post. Stay strong and follow the principle "less is more". Do not try to put multiple topics in a single post and sprinkle an entry with a variety of keywords. This would confuse readers and ruin their appetite for your content.
The individual blog post address also supports your findability in the search engines. It should contain your chosen keywords, be descriptive and easy to read.
The title of your post is the most important element of your article and entices the reader to read the rest of the text. So do it justice and give it adequate attention and care. In the title, pinpoint what the post is about, integrate a keyword and make them curious. And be brief: The ideal title is between 50 and 55 characters long (without spaces). Otherwise Google will cut off your titles in the search results.
Pictures, graphics and alt text
It is a truism that images support written word, promote attention, and support retention. A wild sprinkling of attractive motifs does not serve these goals - the image selection must of course fit with your individual content. To flatter the eye, leave enough white space between pictures and text.
However, a bit of (important) text may hide behind the picture and this is what is called the Alt-Text. It describes in a nutshell what is to be seen on the subject and helps the image (and the article) to be found in the search engine and also reveals to the reader what he gets to see even before the image has been loaded in the browser. It's best practice to include your keyword(s) in the Alt text.
Call-to-action and social sharing
Of course, you do not blog because you have too much time or just want to entertain the world with beautiful words. Your corporate blog's primary purpose is to attract readers
and then turn them into qualified leads.
This is a call-to-action, so an action request to the user. For example, the offer to download a free e-book or an infographic - in exchange for contact information and possibly other information on his professional position, etc. Place these buttons strategically favourable positions and make them meaningful and visible - for example, at the very end of a post or on the Pages.
Would you like to learn more about lead nurturing and turning prospects into leads? Please also read my other blog posts:
Other buttons can also be useful to you when building a larger range. Integrate social sharing buttons that allow your readers to easily share your content on popular networks like Facebook, Twitter or Xing.
Again a short but immensely valuable aspect: the meta description. That's the name of the little explanation that appears under the page title in the search engines results. Take this opportunity to make it clear to the potential reader what to expect when clicking on the link.
Build your keywords and make him curious. But, as I said, be brief - your explanation should be limited to a maximum of 150 characters - after that it will be truncated in the search engine's display.
Good blogging repertoire - successful blog post
Summing up again, what makes your blog post a real highlight:
• Carefully selected keywords, not too broad, but not too specific
• A handy URL and an attractive title
• A clear and focused topic
• Images that support the text
• Alt text that succinctly describes the pictures
• An encouraging call-to-action
• Social Sharing Buttons, to facilitate the spread of your blog post
• A meta description that makes you want to read
With a blogging strategy as part of your B2B marketing, you can prove that you are a true authority and a thought leader in your industry.
It promotes the trust of your existing and future customers and provides active and up-to-date help. Blogging brings traffic to your website. Finally, your B2B blog will help you with all your SEO efforts.