We’re big believers in the power of a well-crafted and executed blog strategy. Not only does blogging help build brand awareness, it’s also a key component of your thought leadership programme and a platform for establishing credibility within your industry. The fact is that 68% of consumers spend time reading content from brands they are interested in and blogs can be a key way to connect with them. It’s also true that b2b companies that blog generate 67% more leads per month than those that don’t. So, let’s get blogging!
The goal of a blog is to provide thought provoking content while engaging a readers’ interest with useful tips/tricks and applicable, relevant information that informs. With this in mind, here are some tips to consider when writing blog posts.
- Write in your own voice. This is the medium to be more conversational, casual, approachable, and authentic in tone, so the reader gets a sense of personality while still being informed about the topic.
- Tell a story. People want to feel connected. Make it personal. Share things you’ve done and seen, lessons you’ve learned, problems you’ve solved. This approach helps to make content more relatable and human.
- Choose a relevant, timely topic. Look to industry trends, new innovations, best practices, and strategies to share insights with readers.
- Posts should be informative and provide practical, relevant, and useful ideas.
- Write using short, succinct, to-the-point sentences. The use of bullet points, numbers (listicles) and bold type help call attention to key points and enhances readability.
- Incorporate keywords. Aligned with your SEO strategy, blogs can help increase web traffic. In fact, according to inbound marketing experts Hubspot, businesses that blog regularly tend to attract 55% more traffic than those that don’t.
- Be prescriptive. Don’t just tell readers to do something. Explain how. Remember your reader is your audience.
- Avoid or explain jargon. If you’re talking tech, help people understand and be clear about why they should care.
- Make the reader part of your story. Say I, we, you. Use contractions (you’ll). Write as if talking with a friend.
- Incorporate downloadable content. Share links, checklists, and step-by-step instructions.
- Include images and graphics. Visuals add interest and help to make a good story even better.
As part of our b2b content creation, if you’d like help writing blogs or developing a blog strategy, please contact TechComms, a b2b tech marketing and communications agency on + 44 (0) 203 322 8928.
