Is Blogging intangible?
I think Blogging is a great B2B search marketing tool that is reliable, scalable as well as measurable. Time and again research shows that customers and browsers click on the list of organic search results.
Outsourcing Blogging?
If you are outsourcing Blogging to a specialist, don’t fall for empty words like blog community, blog rules and customer engagement. Talk and seek accountability – ask for numbers and hits from targeted unique visitors.
What works in Blogging?
B2B blogging is all about singularity and focus. Stray not. Stay put on a relevant topic or a keyword that can impact your bottomline. Anything else is indulging in ego tripping and pointless puffery. B2B marketing can ill-afford non-coherent, off-the-track business writing.
How to evaluate a Blog Post?
So how do you evaluate the effectiveness of a blog post? Just ask two simple questions:
- Does the post focus on a customer-centric singular keyword?
- Is the content fresh, informative, innovative and speaks the searchers’ language?
What is the secret behind great blog content?
Stories. Tell live cases and stories without puffery. Speak one to one. Avoid coaching, mentoring and selling. Disciplined and clean humour helps. Make your content search engine friendly as well reader friendly.