I spoke to a marketing consultant a few years ago who told me that when he makes marketing plans for his customers, he rarely includes the content of a B2B blog because it takes a lot of work.
The main objective of your organization’s B2B blog should be to build a long-term relationship with your audience. In other words, you want to make them a group of believers.
The more detailed a blog post is and the more examples it contains, the more reliable the content will be. Readers will see its effectiveness and, even if they do not read the entire article, they will be impressed by your experience.
This is the first step in building an audience that believes in you, which is why I’m not a fan of posting in less than a thousand words – I don’t think they can cover a topic enough to profile themselves as experts.
This article lists five tactics that will help you build your B2B blog with a loyal audience.
- Tell a story about personal transformation
People love stories. Telling good stories allows your audience to empathize with the protagonist, often to the point of beginning to feel the same emotions and want to act in the same way. This is an excellent basis for building a loyal audience.
The Hero’s Journey is arguably the most important plot in the scriptures and literature (think of the Bible or Star Wars).
But that does not mean that its content should cover all 12 stages of Joseph Campbell’s clear journey. B2B marketing company Velocity Partners proposes a simpler storyline: that of transformation. But I think you can make it even easier: tell a story of failure or adversity that has been overcome.
Most CEOs don’t want to tell stories of how they failed, which is a shame, because it’s one of the easiest ways to connect with your audience – everyone has setbacks and failures, and we all want to get over them.
- Share data that no one else has
Another way to make your audience believe in you is to back up your ideas with your data.
Here are some ways to do this:
- Sharing customer data.
- Share surveys with your customers.
- Share information about your product or service that you can obtain from your data team.
It may be necessary to make the data anonymous, but the numbers should tell the story, even without the names of the customers.
- Link your product to a broader, more relevant topic
Many marketers like to publish articles relevant to a specific story to control the traffic associated with these keyword searches. The tactic is called “newsjacking”. In my experience, however, newsjacking requires a skill that many marketing departments simply lack.
Instead, I suggest going with a broader theme and connecting it to your product or service, as long as the theme fits well, of course. This is what Kevin Wheelan calls the “Tie-In” content marketing strategy.
- Include several case studies
There is a saying in journalism: show it, don’t say it. Or, as the famous playwright Anton Chekov said, “Don’t tell me the moon is shining. Show me the glow of light in the broken glass.”
Apply this principle to your B2B blog: if your product is robust, provide examples that show how robust it is. If your product is more accurate than your competitors, you should provide a detailed customer case study with numbers, even if you don’t know the customer’s name. If your product can be used in various sectors, please indicate the actual usage scenarios.
B2B blog posts are not winning anytime soon. They require cross-departmental planning, collaboration, and time to rewrite and edit by multiple people in your organization. So, why invest time and effort? Because in an online world where a lot of content is produced, your organization will have to work harder to get your audience’s attention.
If you can create compelling content that cannot be easily duplicated and that shows your experience, you position yourself as an expert in your industry, build your authority and gain the trust of your audience.