Be Best, Blogger

November 2019

Businesswoman using laptop in office.

iStock / Getty Images Plus / Nesharm

On a LinkedIn post recently, marketers were debating the value of blogs—those marketing mainstays used to build trust with your prospects, warm up the buying process with engagement and bolster your SEO efforts. Some of those weighing in on LinkedIn suggested to not post “some crappy 500-word blog that your overpaid agency told you to write,” and to “ditch the blog when you have nothing to say.” I 100% agree with those recommendations … and I’m in the agency business of sorts. (Twirling Tiger Media creates content for marketers.)

No doubt there are some B2B marketers that crank out uninspired copy to fulfill a contract, rather than to pledge aiding their target audience. If you’re one of them, remind yourself that a blog’s focus is to demonstrate industry expertise, educate your audience and offer your opinions—all for those times prospects are searching for an intended topic and click on your blog because it matched their need.

Here are five tips to better set the direction for your blog posts, resulting in having something truly useful to say, helping you stand out in a crowded field … and satisfying search engines.

  • Give your audience content they can use. Offer your support and expertise, and give people answers to their challenges.
  • Reach out to your audience to get topic ideas. Through social media interactions and surveys, ask your audience about their recent successes, pain points, and how your product or service helps ease those challenges.
  • Anticipate your audience’s needs and meet them. Once you’ve established your customer profiles and identified the questions they’re asking, you can better set the topics for your blog posts.
  • Blog consistently. Set up an editorial calendar to keep topics fresh so that you do “have something to say,” and appear dependable.
  • Understand which channels are being used by your audience. It may be time to revisit which channels your audience frequents.

Through purposeful blogs, you can develop a vibrant online presence, engage with an audience and attract leads that drive organic growth over time. And, avoid blogger burnout. From the tone of the LinkedIn post, most of your competitors aren’t doing a good job at this, so this may be your time to shine.

—Maureen Joyce

For more tips on creating an active blog, see “How to Begin Marketing Your Brand Using Blogs.”