Lead generation marketers can no longer underestimate the power of online blogging as a tool to seek and communicate with B2B leads. It used to be just a bonus activity to complement SEO and website activities, but now it has become a major channel in absorbing traffic and interaction from the audience.
Whether you agree or not, there’s actually a difference between a quality blog and a mediocre blog. Some would say it doesn’t matter as long as it has the right keywords and the right sharing strategy. Not true. The substance of a blog post can still draw the line between truly engaging prospects and just throwing them away.
Take it from Marketo, as they share 3 major steps in taking your blogging activities to the next level:
1. Establish a cadence you can maintain.
Don’t make a huge commitment to your blog before you’ve written a single post. Start small – you don’t have to post everyday, or even every other day. The most important thing is to be consistent. If you find that a few posts a week is no problem, you can gradually bump up your output.
To ensure your blog’s consistent output, it’s important to establish who will be responsible for maintaining it.
2. Find something to write about.
It should go without saying that your blog isn’t purely a place to pitch your newest product or talk about your company’s latest accomplishments. The sweet spot of your blog’s content is the intersection of two groups of topics: topics that your company can speak credibly to, and topics that your audience is interested in.
Generate a list of your company’s “areas of expertise,” and then make a list of subjects within those areas that your audience is likely to care about.
3. Test and recalibrate
It happens to the best of us – you have a topic you’re excited to write about, and you’re sure that your audience will be just as excited to read it…but you’re wrong. The upside is that, as long as you’re measuring engagement with your blog, even mistakes add a new data point to your future planning.
Experiment with a variety of topics, but also test different styles of titles, different kinds of calls-to-action, and different ways of promoting your blog on social media. You might be surprised by the difference a hot hashtag or a provocative title can make.