Are you worried the well of ideas for your B2B blog will run dry? Fear not. Here are seven ways to keep the good ideas flowing.
Congratulations! You’ve launched a blog for your B2B company. Management and the sales team are on board. The blog posts are helpful and educational. The content is focused on your buyer persona’s interests and challenges. The site traffic is increasing and you’re generating high-quality leads. Woo-hoo!
Then panic sets in. How can you possibly keep creating blog posts that will continue to engage and delight your readers and attract more traffic, leads and sales?
Anxiety about not being able to come up with blog topics is common for just about every person tasked with creating content.
For your blog to be successful it needs to be an educational hub of high quality content. It needs to have a sharp focus and a clearly defined buyer persona.
Then, you need to keep delivering fresh and relevant content. You can do it - here are seven ways to develop an endless supply of magnetic content for your blog:
- Long-tail keywords – By doing keyword research, you’ve identified a number of long-tail keywords that you want to rank for on search engines. Your company has expertise in those areas and your buyer persona is searching for them online. Review that list of keywords on a regular basis and measure how your rankings are improving or need more work.
- Recent industry related news – This helps ensure your blog has particularly fresh and relevant content. It also helps to position your blog (and your company) as an industry authority.
- Common customer questions – This can form the bedrock of your blogging foundation. Gather your sales and customer service people and brainstorm a list of the most common questions they receive. Within just a few minutes, you can likely generate 25-50 blog posts ideas.
- Respond to blog comments – The great thing about blogs is that people can leave comments and questions. Make sure to respond to the blog comments promptly and then generate a post about the topic. If one person is leaving a comment or question it is probably something many more are interested in. And you can also look at comments on other industry blogs (or even your competitors. Similarly, respond to questions being asked on LinkedIn Groups and on Quora.
- Take a stand (go negative or positive) – It’s OK to have a strong opinion about a topic of interest to your buyer persona. It should be thoughtfully and factually supported, however. Taking a stand on your blog also tends to generate more comments and social sharing, which can increase your traffic and subscribers.
- Hot industry topics – Similar to taking a stand, blogging about hot industry topics can generate a lot of reader interest and emotional involvement.
- Invite guest bloggers – Not only does this create additional content and save you time, it can help your company build lasting relationships. As your blog’s readership and authority grows, it becomes easier to recruit guest bloggers (and you’ll start receiving more guest blogging requests).
photo credit: Ewan-M via photopin cc