Should You Be Blogging For Enterprise Customers? Yes, Here’s Why.

When I sit down to write a blog post, I stick to a routine that has some flexibility.

The way I write changes from time to time, but two things never change: WHO I write for and How to deliver the best experience.

What questions do you ask yourself when you sit down to write? Are you thinking of your audience?

For example, if you write for companies, how do you design this content to achieve your goals? If you write for the professional who is part of a large organization, how does your blog respond to their needs?

Although a corporate audience can reach fewer people, blogging can be a big driver of ROI and acquisition for these customers.

Many marketers agree – Blogging is an important part of your content strategy.

Blogging is much more than just filling your website with content. Did you know that B2B marketers get over 70% of their leads come from blogging? Or that companies that prioritize blogging are 13x more likely to see a positive ROI?

When blogging for customers, you’re not just providing useful content. Correct optimized posts lead to increased brand awareness and conversions.

Corporate customers have their own specific needs and challenges, separate from customers in a startup. Your blog can help you with these requirements, such as: B. when managing a positive scale within a company.

A successfully Corporate blog emerges from a successful one strategy. By implementing a writing process, your content stays with the business goals.

1. Think about the purpose of your company blog.

The good foundation of any strategy is to define the purpose of your goal. So think about why your blog will exist. Would you like to raise awareness of your brand and increase conversions?

Content that serves a purpose is easier to write because it has focus. For example, if the reason for starting your blog is to increase the number of business leads you earn, all of your content should support that goal.

If you have a clear purpose, you can also fill in some of the gaps for the rest of your blogging strategy, such as: B. Distribution and topic research. To define the purpose of your blog, think about your company’s goals and how your blog can help.

For example, if one of your goals is to bridge the gap between the phases of awareness and joy for leads, think about how to create content that allows customers to think deeply about the value of your business. Blog posts can be very appealing ways to entertain and inform the reader. With widgets such as calls to action, you can offer your customers more opportunities to familiarize themselves with your company.

Once you’ve identified the purpose of your blog, you can set a goal to create content that will achieve those goals.

2. Determine your persona.

Your company already has a buyer personality – a fictional idea of ​​the perfect customer. Think of this customer when writing. If appropriate, you may want to develop a completely different person who is exclusively for your company.

If you are create a persona Ask yourself from the bottom up what your business customer will find most useful about your blog. What stage on the buyer’s path do you want to go with your content, and how does a blog help you get there?

If you have someone to point to for your blog content, you have an idea of ​​how to put yourself in the customer’s shoes and focus on the writing that best serves them.

Suppose you create a persona called “Enterprise Ernie”. When you created Ernie, you identified challenges and vulnerabilities that prevented him from doing his job better, such as: B. Obstacles that arise from working as a marketing team manager for a company.

When you create content, you can focus on how you can help Ernie be a more effective marketing team manager. They will create brainstorming topics that solve these challenges and offer resources to reinforce this message.

3. Do keyword research.

Optimizing your blog for SEO shouldn’t be the extent to which you use SEO for your blog. SEO can help make better business decisions, including better blog topic development. This is done through keyword research.

Keyword research is an SEO tactic that identifies possible words and phrases in the minds of your target audience. This is done by referring to the search queries your customers enter on Google. At HubSpot, keyword research provides information about the topics we write about every quarter.

Use this process with a tool like Ahrefsto understand what you need to write about to better serve your customers. If, when doing keyword research, you find that “customizable chatbots” is a common trend among audiences. They solve questions that are common in your audience.

This way, your content has a high chance of achieving a high ranking and increasing traffic when people in your target group use keywords in Google.

4. Think about possible topics.

After doing keyword research, you understand what corporate customers want to read. Create a log of topics that your keywords fall under, such as B. “Marketing Automation”, “Marketing and Sales Alignment” and “Product Launches”.

This does two things: first, it helps you organize blog ideas, and second, your content becomes diverse. Different items solve for your customer at every stage of the buyer’s journey. If you no longer have your topics, you can fall back on your list if you think of more or need more ideas.

5. Determine how you structure your posts.

Keep the structure of your posts consistent. This supports your writing process and keeps your blog’s appearance consistent. An effective post format guides readers through your content.

Use the tools available with your blog software to create a structure that suits your needs. When I started blogging, I completely ignored the use of headers and bulleted lists – for organizational reasons too Not recommend this.

Headings separate the large parts of the text in your articles. For example, the snippet in this section, “How to Create a Corporate Blogging Strategy,” tells the audience what this section is about. The H3s in this section, such as “Determining how your posts should be structured”, state that I will give an explanation of the format.

Even if your structure boils down to “use at least one H2 and block quota in every post”, you and your readers will stay on the same page through rules for keeping your post. You will know what to expect.

6. Outline the content to stay focused.

Outlines sometimes feel like they’re boxing in creative freedom. But if you’re a busy professional and need to structure your time, outlines are a gift.

Organizing your ideas in an outline gives you an idea of ​​what you’re going to write. Once you’ve chosen a topic like “Chatbot Software Tools”, write down what the post would look like. If you decide to write a list of 10 software tool options, list them in your outline and start structuring your piece according to the rules you chose earlier.

A complete overview with short sentences about my introduction, the main part of the article and what is to be emphasized in the conclusion is a great advantage to keep the ideas in order. Plus if you don’t like planning everything, not – outlines are to your advantage.

7. Write and edit your contribution.

Now you can write. Move your fingers and don’t forget to have fun. Writing doesn’t have to be pain. If you know what to write about and how to write it, the rest will come.

You may need to do additional research to improve your points. So take your time and give your sources. If you have trouble letting the sentences flow, you know that it takes time to really refine a technique. In the meantime, like tools like grammar, Hemingway Editor, and ZenPen Review your letter and add suggestions for improving the content.

Even if you have tools installed, edit your post when you are done writing. Check for spelling errors and read for flow. If you are nervous about being a “good editor”, don’t worry. Here are some resources that can help you with this:

8. Optimize your page with on-page SEO.

You are almost done. This step cannot be forgotten if you want to achieve this positive ROI. On-page SEO increases the likelihood that search engines will select your articles to fill search engine results pages (SERPs). Let’s talk about what you should do to optimize your site:

• Select selected image – Selected images with an alternative text description tell Google what your image communicates with the reader. Write a sentence that contains your keywords, e.g. B. “This is a marketer who selects chatbot software tools.”
• Include tags – Tags are keywords that describe a post. In a chatbot software list, tags are “marketing software”, “software tools”, “chatbots”, etc. Write down in your CMSe which tags are used for each post. All of this information informs search engines about the content of your posts page.
• Composing a Relevant Title – The title of your post is the first thing many readers (including search engines) see. Even if it’s tempting to make the title funny, make sure to include keywords so that you end up with the right SERPs and can clearly signal your readers that you have the content they’re looking for.

Here’s a refresher Blog SEO. Once you’ve covered all of your basics, you’re ready to post.

9. Decide how and where you want to promote your blog.

Part of your strategy should include an advertising plan. Together with on-page SEO, you ensure that your content is seen by the right people. You may have the same idea for each post across the board to optimize this process, or you might have a different idea for different posts.

For example, HubSpot’s social networks do both. Sometimes similar news is posted on different channels to reach larger audience segments, but sometimes news is tailored to each platform.

Regardless of which method you advertise your blog for, make sure you do it effectively. This means that you choose a platform on which your customers are frequent. It would be quite difficult to share business customer posts on a channel with few prospects.

Analyze your target audience’s web behavior to get an idea of ​​where they’re spending their time online. This can be achieved by looking at the demographics of web users and social channels and comparing the results to gain a full understanding.

For example, 30 million companies are on LinkedIn – If the purpose of your blog is to make your brand known to other companies, promoting your content on LinkedIn is a good place to start.

10. Reuse and update old, applicable content.

Maybe you have a backlog of old content on your blog. Or maybe you have a lot of outdated content in general. Before deleting this content from your archive, think about how it can be used for the current status of your blog.

For example, if you wrote a post about navigating Twitter for Business in 2017, you should update it. Instead of rewriting the entire article, this time-saving method is more efficient.

Find content that can continue to help your audience and align it with your current purpose and business goals. This 2017 post on adaptive testing is ideal for a corporate audience, while a post on starting a startup should either be deleted or rewritten to serve your customers.

All right, we have defined a strategy to make your corporate blogging process run smoothly. Read on to identify the tools that will make your booking process seamless.

1. HubSpot

HubSpots Blogging tool is an independent function and part of Marketing Hub Enterprise and Marketing Hub Professional. This is software that helps companies drive growth efficiently and effectively.

Blogging software features provide a fully integrated platform for stunning, professional content. The tools in the HubSpot system achieve the clean, elegant appearance that corporate customers are looking for. Almost all elements important for the administration of a blog are available, from embedded multimedia tools to simple formatting options and analyzes.

With on-page SEO suggestions (see above) you can direct traffic to your blog and analyze potential improvements. The HubSpot system does not suggest that a post be broadcast live unless SEO-based steps such as adding a featured image have been completed. This will give you a reminder in case you forget a step.

Business customers can enjoy a blog that blends seamlessly into the rest of your website’s layout, supports an interactive experience, and includes easy navigation.

2nd WordPress

WordPress is one of the most widely used content management systems. It is a platform that offers website creation software. WordPress offers tools that are essential for running a blog, such as formatting options, layout editing and templates.

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An outstanding feature of WordPress is the widget hosting. You can implement a lot of widgets on your blog to personalize the experience for business readers. For example, you can add a page scroll widget to give your blog layout an infinite scroll setup.

When you update a WordPress account to one of their accounts paid plansYou get access to a range of on-page SEO tools that can help you drive traffic and growth. The e-commerce plan gives you the ability to host an online store from a WordPress website.

3rd ghost

If you’re looking for an Node.j open source blogging platform, Ghost may be your winner. This service enables entrepreneurs, developers and publishers to create and expand a fully functional, user-friendly blog from scratch.

Ghost offers content management, a text editor, SEO functions and email newsletters to support the success of your company blog. With the software, you can add paid memberships to your blog with no transaction fees – keep everything you earn.

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If you are looking for one CMS that is popular on GitHub Ghost can be a great option and can be customized to suit your needs. If you focus on increasing sales with a member service, Ghost offers the software you need to make that vision a reality.

4th Blogger

With Blogger, users can create, monetize, manage, and archive a detailed blog on a free domain. If you are a small business owner, Blogger can be a good choice to get your feet wet while running a blog.

Extensive functions Blogger offers such as layout templates, flexible editors and multimedia support are tools for creating attractive content for companies.

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Blogger is also an integrable platform. For example, you can connect your account to Google Analytics to address your target group and gain insight into post performance. Blogger itself also offers analytics so you can compare these reports to inform your strategy.

A corporate blog solves customers’ needs at another level of an organization. You can increase traffic and conversions and offer your readers valuable information. When you think about how to redesign your blog, you really think about your purpose and goal. This way you make informed decisions about where you want to lead your channel.