Do You Need a Blog Strategy?

One of the most common questions we get from B2B clients is “how can a blog help my SEO strategy?”  Follow up discussions include questions like, “What would we blog about?”  “How often do we need to blog?”

This usually leads to a discussion around blogging strategy and social media strategy.  I point out that a blog may or may not be the right social media strategy for a B2B marketer.  I try to get the point across that a blog really should be part of a bigger strategy.  Some are reporting that B2B blogging is on the decline.

A big mistake to avoid is to start a blog just because it seems like a good idea.  A social media strategy should focus on the most effective ways to foster multi-levels of communication among the communities of people in your market place.

There are many social media strategy avenues available and blogging is just one of them.

If a blog is a desired part of your social media strategy it’s important to have a well defined goal for the blog, along with a commitment of resources to the blog.

Let’s look at each of these questions:
How can a blog help my SEO strategy?
Depending on your objective(s) it may provide several benefits.  One of them is if you don’t have a good blog and most of your competitors do, then you are possibly disadvantaged.  But, if you don’t have the resources to start a blog, even this reason isn’t a good one.  Find other ways to compete.  A good blog most often benefits a business by providing a friendly platform for your communities to gain insights into your company or industry that are not otherwise available.  A good blog will also provide link value for your SEO strategy.

What would we blog about?
You can blog about a lot of things.  What are the issues facing your industry?  What are the issues facing your customers?  What are some ideas you have (that aren’t confidential) that you want to express? Think in terms of product, environment and customer.  Write about things your community will have interest in and invite them into the conversation.

How often do we need to blog?
Often enough to show consistency. We blog about once per week. The frequency should be determined partly by your blogging resources and by the activity that takes place on your blog. But, if you start a blog with frequent posts, then it tails off to very infrequent blogging, you are likely to lose your audience.  Show consistency and listen to your audience.  You may need to blog more often if that’s the feedback you get from your blogging audience.

Don’t be surprised if your audience doesn’t join the conversation.  Depending on the size of your company and the size of your community, your blog may not generate a lot of conversation.  But, if it is well read, it can create another face to your business that can give you an edge, not easily duplicated eleswhere.

What are your thoughts on blogging?
Bernie

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