The English language is hard. Writing is even harder. Maybe that’s why so many companies outsource their content marketing to an agency.
Knowing how to write a company blog post requires more than making sure everything is spelled correctly and that you’ve used proper grammar. Don’t get me wrong; those things are really important, but B2B blogging best practices involve so much more. Be diligent in adhering to the process, and you’ll soon master how to write a great B2B blog that’s optimized for humans and search engines.
Blogs today need to not only keep a reader’s attention, they first need to attract attention by getting found in search engines. That takes as much strategy as it does creativity — especially in complex industries like manufacturing and distribution. Use these company blog best practices to help maximize your writing efforts for both SEO and your preferred prospects/customers. (Don’t miss the on-page SEO infographic below, too! Print it and keep it at your desk for every blog you publish.)
OK, you’ve decided on a blog topic, but don’t go into a writing frenzy just yet. First, determine which keywords your desired audience is most likely to enter into search engines. Naturally incorporate these target keywords into your copy so they don’t sound forced.
Use SEO tools to research primary and secondary keywords, and prioritize them based on a topic cluster strategy. Some helpful online tools we use include:
Have you ever clicked on a headline expecting one thing and the content turned out to be a big disappointment? It’s annoying, wastes time, and makes a poor impression.
A bad or irrelevant headline can make or break your engagement and will lead to higher bounce rates, affecting your search engine results page (SERP) ranking. A headline should clearly communicate what readers will learn.
First impressions matter. The way you introduce readers to your topic needs to pique their interest and convince them that reading your blog article is worth their time.
Each subhead of your article should form the basic outline, giving readers (and search engines) a quick glimpse of the points you’ll make. Subheads help break up long blocks of text, making it easier to read and digest.
RELATED: Quick Marketing Wins 101 — On-page SEO
The main “meat” of your blog article is, of course, the overall content you create within those subheadings. This is where your research, subject matter expert (SME) interviews, and industry knowledge can shine. There are still some basic company blog best practices to consider when sharing all that wisdom, however:
Maintain a consistent tone and style between all your blog posts even if you have different writers creating your content. You may have one writer who likes to use complex industry jargon while others may use more casual language. Help them express their expertise and personality while still maintaining consistency with your brand. Your editing skills may need to come into play to achieve this goal.
Understanding how to write a great B2B blog — or any blog — takes on-page SEO into consideration.
On-page SEO refers to the most basic search engine optimization tactics like using keywords in your blog copy and other content including optimizing the meta description, HTML code, title tags, and alt tags. All of these measures directly impact how your website performs in search rankings. Better rankings, better visibility, better chance your blogs are found by prospects and customers.
Additionally, you’ll find a bit of overlap with other B2B blogging best practices pertaining to content since on-page SEO is dependent on certain commonalities.
Making the most of SEO quick wins when you’re first learning how to write a company blog post takes a little practice. This infographic serves as a handy reference until it’s second nature to you.
Once you’re done making all your points, it’s time to wrap things up. Include a paragraph or two to bring some closure and help the reader take the next step.
A major goal of inbound marketing is capturing qualified leads. Include a call-to-action (CTA) for a content offer that goes more in-depth in exchange for a prospect’s contact information.
In addition to your blog title, the meta description is what viewers will see first in search engines. It serves as a brief summary of the value that readers can expect when they click through to your article.
Reminders:
Examples:
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RELATED: 7 Ways to Craft the Perfect Meta Description that Rocks SEO and Conversions
Once you’ve completed your blog post, write out a few suggested social media lead-ins for your company’s page and for employees who like to share your content. Try to make your social lead-ins personable and inviting. While not technically part of your article, they’ll help increase traffic.
We’ve written extensively on how to create great content on our own blog, so check out these other helpful articles to learn more:
We’ve also got a much more extensive B2B Business Builders Blogging Guide you can check out.
When all is said and done, it’s good to realize that some people are born with a “writing” gene, while others more easily acquire skills like mathematics or technology. It’s okay to admit you’re not a born writer. Remember that, while there certainly are ways to improve, it may be best to focus your efforts and time on what you do best and leave the writing to those who have a track record in your industry and know how to write compelling content.
If that sounds like an intriguing idea, reach out to us to talk through how our agency can help bring your inbound marketing efforts to a new level and get results and ROI that far exceed any investment you might make.
