Whether you have been blogging for years or are just getting started, these writing tips can instantly improve your B2B blog.
The blogsphere is packed with B2B marketing bloggers competing for followers and search rankings. Quicker fixes with microblogging and the lures of social media make getting attention even harder. But Twitter feeds and bookmark and share chiclets can’t make up for lackluster blog writing. B2B blogs features and functions have changed, but the fundamentals of good blog writing have not.
If you are looking to start a new B2B marketing blog, or improve the one you have, here are the B2B blogging tips I have found most helpful.
Quick B2B Blogging Tips
- Write about what you know and like.
- Be passionate and enthusiastic.
- Be helpful.
- Be true to yourself and the brand you represent.
- Write with the reader in mind.
- Create useful content that’s worthwhile.
- Stay focused and be relevant.
- Don’t just echo the conversation by repeating other bloggers; add to it by contributing your insights. (Or at lease your attitude.)
- Have an opinion. (And a compelling argument to back it up.)
- Use attention-getting strong titles.
- Engage with the first paragraph and lead with your best stuff.
- Give credit and link to sources.
Formatting & Structure
- Write for the web. (And not like a marketing brochure.)
- Make it easy to scan. Break your post into information chunks with subheads, bullets, and spacing.
- Use the inverted pyramid style of writing.
- Don’t forget SEO. Include focused, relevant keywords, tags, and metadata.
- Include short, descriptive, and helpful links to credible sources. (Readers know what Wikipedia is and LinkedIn is.)
- Go beyond text. Include images, video, and downloads. Don’t forget transcripts, metadata, and tags. (Yes, I know I this is all text, but it is about writing.)
- Invite conversation and create opportunities for engagement.
- Offer something valuable.
- Leave things out.
- Ask questions or end with a question.
Did I miss anything?
Be brief and mindful of your audience’s time. Odds are, you are not as interesting as you think you are.
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