B2B blogs are still a relevant part of your social media marketing strategy
With all the fuss surrounding Google+, Facebook, and Twitter, one would think that blogs were soon to be a dying breed for communication. After all, since 2006, surveys on social media use like that from Pew Research have found that young adults are opting more for micro-blogging rather than the effort it takes to support a full-blown blog. It seems that it is easier to write 140 characters with short bursts of random thought.
But to the surprise of many, blogs have not yet gone the way of 8 track tapes, VHS cassettes and Polaroid cameras. As of the writing of this post, BlogPulse reports that there are 166,034,259 identified blogs. In fact, over the last 24 hours there were 86,652 new blogs created and 1,059,390 new blog posts indexed.
Face it – Readers on the Internet are rabidly searching for one thing – relevant content that speaks to their interests, concerns and pain points. Yet, not all readers are the same regarding the style & tone of content they seek. Young readers are satisfied with the short bursts of information that they find with their friends on social networks. Meanwhile older readers, especially readers within business, are seeking content that is more substantive.
And this is where a corporate blog fits in with your social media marketing strategy. B2B buyers are searching for content to help them solve complex issues within their business. There is simply not enough room within the 420 characters of Facebook and 140 characters of Twitter to supply the necessary content.
But for B2B blogs to be relevant and drive traffic, the blog must constantly be updated with fresh content. Good blogs are refreshed with at least one new post every week. Excellent blogs are refreshed three or more times a week.
So how is the B2B marketing team to keep up with the demand for fresh content to maintain the credibility with their blog’s subscribers? What sources of content should marketing turn to?
Top ten sources for creating substantive blog content:
1. Search Engine Audit: Often times, marketing conducts a search audit in order to develop a keyword list for search engine ranking. But a search audit conducted on a monthly basis can help you uncover a long list of potential topics for weekly blog posts. Use Google Adwords Keyword Tool to discover what keyword phrases are being churned by your target audience. Then find the significance of these searches using tools like Radian 6.
2. Social Media Audit: B2B marketing teams should subscribe to industry blogs and discussion forums. Find ways to add value to the topics being discussed. Write posts that move the conversation forward and link them back to the industry blogs and forums.
3. Social Networking: Take part in the discussions found within LinkedIn Groups, Facebook fan pages, and Twitter feeds. As you join the conversation, you will find your next blog post topic in the banter back and forth between participants.
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