• Content Producers

Publishing a great blog

Updated: Jan 7, 2020

So, you want to create a long copy business-to-business blog post that professionals actually like and share, eh? Have I got a recipe for you. Also improvising is welcomed when writing a blog, there are 10 secret ingredients that every blog writer needs to be successful.

Look for a checklist in the recap section of this post. Good reading.

1. Relevance

Whether b2b or b2c blogging, your audience’s needs and wants should be top of mind. Businesses who publish to a blog often fall into a style and pattern resembling their product brochure, complete with industry jargon and clichés. As a result, nobody cares.

Give them a reason to care

Ensure your content is relevant. Identify your ideal readers and their preferences. Write with one reader in mind. The more you can deduce and talk about their pain points and problems, the better you can position your products or services for their consideration.

2. Specificity

Avoid publishing blog posts starting at 30,000 feet. Instead, begin your story closer to your target area. For example, instead of publishing a post on why social media is so important, talk about how a real company you know uses Facebook to attract and convert high-value leads.

3. Respect

Readers today are sophisticated and knowledgeable. They reward good content with loyal patronage. Ensure your content provides them with valuable information they can’t find elsewhere. Reward your readers for their time a good writing. Let your personal writing style come through.

4. Attitude

Most b2b content sounds the same because it is the same. To get the most out of your blog post, take a stand! Show the courage to strike a unique tone. Avoid being boring. Communicate your attitude on a subject. Give your reader a reason to act. It’s better to be loved or hated than ignored!

5. Imagery

People love images and videos; the more graphics you add to your posts, the better. Platforms like WordPress make it simple for contributors to upload images and insert video links. You can build a rich visual experience that greatly enriches your story.

If you can’t afford to purchase stock, explore the creative commons. When you use campy stock photography and illustrations, you waste an opportunity to express your originality and look like an amateur instead.

6. Headlines

Headlines make or break blog posts, which is why writers spend so much time working on them. Trust a professional writer or editor to help your brand develop a following of loyal customers, influencers, and admirers. Want to practice your headline writing skills Take two or three of the boldest headlines you can write (Rated G) and ask someone you respect for their feedback.

7. Subheads

Skillfully written subheads do two things: help readers skip through long copy content quickly, and reinforce key value proposition of the brand. The truth is there are many types of content consumers. Some read every word while others skim through the salient points before they take action. Go ahead and accommodate them all. Use short and snappy subheads that propel your story forward.

8. Discoverability

Helps readers find your work and boost your search engine results by optimizing every post. Most modern website/blog solutions feature built-in SEO tools that facilitate this work. You’ll likely have to revise the copy in your posts to coincide with SEO opportunities. The tool will guide you through this process in the publishing phase.

9. Amplification

If you want to use your blog for lead-generation purposes (a common b2b objective), make sure you set aside budget to promote your posts. Leverage email, and social channels like Twitter, LinkedIn, Facebook, and Instagram to promote your content. Search advertising works well for some brands and it’s easy to manage a monthly budget.

If you use automation software like Dynamics 365, Marketo, or Eloqua, remember to weave blog posts into your nurture (or drip) email campaigns as well. In short, use every viable communication mechanism at your disposal and within your budget to promote your blog posts.

10. CTAs

Ensure your blog posts include a call-to-action (CTA) relevant and compelling to your reader. Consider content offers like a free download, video or augmented-reality experience. Readers who consume your content deserve a small reward.

Summary of elements

1) Relevance

2) Specificity

3) Respect

4) Attitude

5) Imagery

6) Headlines

7) Subheads

8) Discoverability

9) Amplification

10) CTA

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