Blogging Tactics for Your Business

November 08, 2019

As you work on perfecting your digital marketing tactics, you have many options available to you.

Your goal is to select the tactics that are going to be the most effective for your business and then employ those digital marketing tactics in ways that eventually result in conversions. In order to help you accomplish this, we have created a list of the most popular digital marketing strategies, and come up with some best practices that you can use as you implement your content marketing efforts.

  1. Blog Posts

If you only plan to use a couple of digital marketing tactics, blogging should be one of them. It is inexpensive to set up and run a blog, and it takes very little technical know-how to get started. However, this does not mean that you can simply jump in with both feet and get the results that you want. If you want a blog that results in subscribers, shares, and engagement, you have to do a lot of planning, and follow a few guidelines.

  1. Never Write a Blog Post Without a Plan

Before you begin generating blog post ideas, know what you want to tell people and what you want them to do with that information. For example, are you writing a blog post in support of a current marketing campaign? If so, you want the tone and message that you use to match the other content that is being created for that marketing campaign. You’ll probably also want to add a CTA button that leads to the appropriate landing page. On the other hand, if you are simply looking for shares and engagement, you might want to write about a trending topic in your niche, and then encourage social shares.

  1. Know Who You Are Targeting on a Macro and Micro Level

If you do not have clearly defined customer personas already, you will need them before you begin blogging. Then, figure out which of them will be interested in reading your blog (not all will – you will have to reach them in other ways). In addition to this, you should also know which of your persona(s) you are targeting with each individual blog post.

  1. Brand Consistency is Huge

When it comes to both content and aesthetics, never use the sight of your brand. This means using the same fonts and color schemes when you set up your blog as you did on the remainder of your website. It also means that the same values you adhere to on your website, on social media, in your advertising, etc., should be carried over into the content of your blog posts. The last thing you want to do is publish blog posts that contradict your overall messaging. Brand consistency can also create a trust for your business.

  1. Put Thought into Your Publishing Strategy

It may help to think of your blog as an industry trade magazine. If you read a trade magazine, you will see a variety of articles. Some of these will be geared towards experts and decision-makers, others will be geared towards entry-level consumers. In addition to this, there will be opinion pieces, sponsored content that plugs specific products and services, instructional posts, and even a bit of fluff. A trade magazine publisher would never put out a copy of a monthly publication that contained only one or two types of content. Treat your blog the same way by ensuring that you release a variety of posts each month.

  1. Vary Your Content-Type

In order to ensure that you are always producing engaging content, make an effort to publish various types of content. This is not to be confused with publishing content targeting different personas, or content addressing different topics. This means that you should produce a combination of video content, infographics, text-based content, and image-heavy content on a regular basis.

  1. Be Authoritative and Opinionated

Thought leadership is extremely important in B2B. Don’t be afraid to take a stand and give your opinion. Make predictions. Tell your readers what you think is up and coming in your industry, and what you think is a dud. If you are afraid to risk giving your opinion, how are your potential customers supposed to view you as an authority figure? Adding value to your post can also engage your potential customers and create mutual insight agreement on business partnerships in the future.

Too many B2B content marketers assume that their marketing efforts are limited compared to those in B2C niches. This couldn’t be further from the truth. People are still as attracted to elements such as images, video, interactive tools, and mobile-friendly options when making purchasing decisions for companies as they are when making purchasing decisions to themselves. But as long as you know your customer and your brand, you can use almost every one of the digital marketing tactics--including blogging--to expand knowledge or your brand, build relationships, and generate leads.