As you start to build out a B2B blogging strategy for your company, here are some criteria to consider, ensuring your blog is adding value to your overall marketing strategy.


shutterstock_1936394751. Define your blog’s objective

Is it mostly about generating traffic to your blog? Is it about filtering those leads and driving qualified traffic to gated content on your website to capture prospects? Either way, your objective should be defined first so that your content is created with it in mind.


2. Determine who your audience is

Your products and services might cater to several stakeholders and decision-makers. That’s ok – a blog can target multiple audiences, as long as you’ve defined them in advance and are creating topics specifically for them. Consider what they’re searching for online. Google Analytics and tools like SEM Rush can help you define what keywords are driving traffic to your site.


3. Create a content strategy

content strategy starts by defining the business you’re in, who your target audience is, and then determining what specific sets of needs and pains your products/services solve. You can then create a set of topics or themes that are highly relevant to both your audience and what you sell. Keep in mind that as someone is making a decision stage, they go through a few stages to their decision – defining their problem, determining how to fix it, and evaluating different vendors. Your content should ideally speak to them throughout their decision-making process.


4. Build an editorial calendar

Use your content strategy to guide the topics you choose – they should be directly related to what you sell and what your target audience’s business needs are. Remember, keep the topics focused – a blog post should be digestible and focused. Check out this cheat sheet to help get you started.


5. Cross-link your content

Blog posts should never contain dead ends. Think about related products, services, or posts that might be interesting to readers, and include them within the text or at the end in an “other relevant content” section.


6. Measure and learn

If you already have a blog, pull baseline metrics from Google Analytics to set the stage. Important metrics to measure: clicks per post, time on page, and bounce rate. Ideally, you can organize your posts against your content strategy so that you know which categories and themes are the most engaging. Then, watch the results over time.


What’s Next?


  1. This is total BS. This type of advice has companies spending valuable time “blogging” … What is a blog? What makes a blog different from a website? It is a web log. Why is it important for your company to “log content on the Web”? Why not just generate content on your domain and share it socially. Isnt that the end objective anyway?

    1. Unfortunate that you didn’t attach your name to your comments, because they’re very good. We would agree with you that the goal is to generate content on your domain and share it socially, with the objectives usually being to attract more relevant traffic to your site and convert more of that traffic into permission-based marketable prospects.

      A blog is just an article publishing tool, nothing more. When we work with clients, our advice is always to include your article content (aka blog) as part of your primary domain, not on its own subdomain. When we build new websites for them, we will migrate their blog content into the new site if it’s on a different domain.

      Functionally, WordPress as a web CMS treats blog posts (articles) differently than pages. Posts have categories, tags, and other functionality that pages do not. We use posts, and often custom post types, to facilitate the publishing of all sorts of different content assets: resources, articles, case studies, and more. We also organize all of that content into meaningful categories for the visitor, and we cross-promote that throughout the site.

      Thanks for asking!

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