If you have a small to mid-size business with a B2B blog, bad writing can make it tank.
Blogging should be part of any content strategy and social media program. However, some B2B companies mistakenly put all their focus on the frequency of posting. While it’s true that frequent blogging can boost your search rankings, it’s equally true that poor writing will degrade your authority and cause your blog to underperform.
Are you struggling with writing blogs for your B2B technology audience? This task is often challenging for those who are used to writing for a more general consumer audience, and for writers who are not technology specialists. It may be a relief to know that whether you’re writing about APIs or home remodeling, the same general rules apply. Here are some basics= tips and how they might apply to your B2B technology blog articles.
You’re about to write your blog. You sit down at your computer, but that’s as far as you get. You sit, then sit some more, and finally give up. You’ve drawn a blank, or maybe you’ve written and deleted your first sentence over and over again. We’ve all been there, frustrated by that blank computer screen and wondering how we can move past blogger’s block.
Every blogpost is an opportunity to boost SEO for your small business.
Is blogging really worth it? On the plus side, it’s been shown that businesses that blog have been shown to see up to 55% more traffic than companies that don’t blog. On the other hand, for marketers at small B2B businesses, all the time and energy spent writing articles can just seem like an obstacle to completing critical and time-sensitive projects. This is especially true if your company doesn’t have a dedicated in-house writer.
However, if one of your main jobs as a marketer is to drive qualified leads to your website, it’s important to keep in mind that helping you get found in search results is one of blogging’s main benefits—and the primary reason you need to make close friends with your B2B blog, rather than view it as an annoying office mate. By blogging wisely, you can give your search rankings a huge boost, making it well worth your time and resources.
If you’re writing for a B2B technology blog, how can you write share-worthy articles more quickly? Do a Google search for “fast blog writing” and you’ll find articles with titles such as “The Perfect Blog Article in 60 Minutes” or “Tips for Writing Blog Articles in Under an Hour.” That sounds great in theory, but while an hour might be enough time to write “6 Ways to Wash your Cat” or “Expert Tofu Grilling Techniques,” experience shows that an hour just isn’t realistic when crafting a well-researched article that includes credible facts, context, data, trends, and expert opinions. Still, a technology blog writer’s time is valuable and you face deadlines. So how can you be more efficient, while still providing high value for your B2B technology audience? Here are some useful techniques to put in your creative arsenal.