B2B Blogging Cheat Sheet

B2B Blogging Cheat Sheet



The B2B Blogging Cheat Sheet provides you the foundation on which to get started with your company blog. From helpful tips on blog commenting to common metrics in B2B blogging, this cheat sheet is a ...

The B2B Blogging Cheat Sheet provides you the foundation on which to get started with your company blog. From helpful tips on blog commenting to common metrics in B2B blogging, this cheat sheet is a great resource for those looking to improve their blogging efforts. It also includes a glossary of terms, top resources, analyst facts and more!



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B2B Blogging Cheat Sheet B2B Blogging Cheat Sheet Document Transcript

  • B2B Blogging What is B2B Blogging? Glossary Terms B2B blogging is the use of a blog or online journal to promote a Blog – A contracon for “weblog,”; an online diary or journal company’s thought leadership, products or services with the goal of increasing conversions and driving revenue. In contrast to B2B Blogging – Also known as corporate or organizaonal personal or individual blogging in which a single blogger may blog blogging; involves the use of a blog or online journal to promote for personal fulfillment or journalisc commentary, B2B blogging a company’s products or services with the goal of increasing is a revenuegenerang acvity for a larger organizaon that drives conversions and driving revenue inbound markeng, engagement and new business through B2B Inbound Markeng – A type of markeng characterized by sales and interacons. prospects and customers seeking out and finding companies Although B2B blogging or corporate blogging may be comprised rather than vice versa of many individual bloggers from the same organizaon, they are creang content under a single messaging umbrella with the same Lead Scoring – The process of determining the sales readiness markeng objecves in mind. The overarching goal of B2B blogging of leads using a predetermined scoring methodology and as a demand generaon tool is to convert blog visitors and readers ranking them accordingly into new leads and customers. Markeng Asset – A piece of markeng content (e.g. whitepapers, videos, newsleers, webinars, etc.) used to educate and generate interest for a company’s products or services What B2B Blogging is NOT Search Engine Opmizaon (SEO) – The process of employing dierent taccs to improve a business’s ranking in organic or B2B blogging is NOT the producon of content without a specific, unpaid search results to ulmately increase conversions revenuegenerang goal in mind. Whether a company wants to use B2B blogging to build thought leadership, drive more trac to its Search Engine Markeng (SEM) – Also known as PayPerClick corporate website or opmize search engine rankings, the goal of (PPC) adversing; the process of paying a search engine to any B2B blogging iniave should always be to convert qualified adverse a product or service leads into customers and ulmately increase revenue. Social Media – Any strategy, soware system or media outlet that While it is tempng to quickly adopt any component of social relies on social interacon and the parcipaon of individuals or media markeng as the “next big thing”—including B2B blogging— communies to create and publish content it is important to think of blogging as just one part of your overall B2B markeng mix. For example, before creang content for a Social Selling – Also referred to as Sales 2.0, the merging of Web 2.0 technologies with tradional sales strategies, enabling sales corporate blog post, consider its role within the larger context of people to beer priorize their me and serve as experts— your lead generaon and nurturing strategies, or how this content not just negoators— in the product selecon process can help your sales team with its social selling iniaves. Web 2.0 – A term used to describe the second generaon of web tools and soware that encourage users to become more acve parcipants, creang content and interacng with each other within webbased, social communies B2B Blogging - Analyst Facts “Business blogs can shorten sales cycles when they connect decision- makers to the designers and thought leaders who shape new products and services.” – Laura Ramos, “Markeng’s Role in B2B Blogging,” Forrester Research, 2007 Top Resources “Among companies involved in one or more social media iniaves, the • Marketo Lead Management Blog: blog.marketo.com highest percentage (70%) maintain company-related accounts or profiles • Compendium Blogware Blog  Blogging Best Pracces on social media sites. The second most popular acvies are monitoring blogging.compendiumblog.com/blog.php/bloggingbestpracces company-related menons on social media sites and maintaining one or more company blogs.” • Compendium Blogware Blog  Corporate Blogging 101 – “2009 Business Social Media Benchmarking Study, ” Business.com, 2009 blogging.compendiumblog.com/blog/corporateblogging101 “People have a choice…and nobody is going to read your blog, link to • Social Media B2B: socialmediab2b.com your blog or quote your blog unless there's something in it for them.” • Groundswell Blog: blogs.forrester.com/groundswell – Seth Godin, Seth Godin’s Blog, 2004
  • B2B Blogging – Basic Techniques B2B Blogging – Advanced Techniques • Establish a corporate blogging strategy that includes overall • Respond to comments on your blogs in a mely manner (e.g. within goals and success metrics. Also consider the “do’s and don’ts” 24 hours) and make sure all of your bloggers abide by this rule. of the content (e.g. DO sck to corporate messaging; DON’T • Invite your best customers to blog and provide useful insight misspell words). on the ways they used your products or services (but avoid • Idenfy and recruit blog contributors in your organizaon. being too selfpromoonal). Having a reliable team of bloggers means you will benefit • Use “related posts” at the end of each blog posng to not from blog content that is plenful and produced and updated only educate prospects and customers, but to also increase regularly—qualies that will posively impact your search page views and help SEO. engine rankings and improve your inbound markeng. • Consider whether you want your blog to be part of your • Blog with your keywords in mind—but don’t go overboard to the corporate site (which could increase trac to the main site) or to point where your content becomes nonsensical or unreadable. reside as a subdomain or separate URL (which could help search • Include relevant links within your blog content to external sites engine markeng results through the display of mulple links). that add value. • Use highvolume visits to specific blog posngs as key indicators • Link to your blog from every page on your corporate website and of the topics that maer most to your target audiences and include it in your other markeng vehicles as much as possible. build up your markeng assets appropriately. Top Metrics to Measure ROI with B2B Blogging Blog Commenng • Increased number of unique visitors and page views of blog You can benefit from commenng whether you’re the blogger, the • Improved search engine rankings commenter on someone else’s blog or a parcipant in an online • Increased number of qualified leads from blogrelated links forum—here’s how: • Increased posive menons of your company, products, or • As a blogger, write interesng blog posts that engage readers services by the media, other bloggers, or in usergenerated and encourage comments. All too oen, corporate bloggers work content in a bubble, wring about topics that are only interesng to them • Increased number of comments on blog or, worse yet, use blogging as an opportunity to overtly sell their • Increased prospect and customer insight garnered from blog products or services. Use your blog to discuss things, not sell. comments Aim to start a twoway conversaon by oering engaging • Increased sales insight for greater eciency and improved commentary that is insighul and smulates dialogue. social selling • As a reader, only comment when you have something valuable to say. There’s nothing worse than a person who only comments Common Metrics of B2B Blogging with selfpromoon in mind. • When someone comments on something you’ve said, return the favor. Everyone wants to know that they’re being heard— so reply to them with something more engaging than just ‘thank you for commenng’. From “Calculang the ROI of Blogging: A Case Study,” Forrester Research, 2007 Informaon for this B2B Markeng Cheat Sheet was taken from Marketo and Compendium Blogware thought leadership including: • What’s Wrong with Social Media for B2B Markeng? - blog.marketo.com/blog/2007/06/whats_wrong_wit.html • Considering Blogging? - compendiumblogware.com/landingpages/ considering_blogging_whitepaper_resources.html • Blogging’s Role in SEO and Social Media - compendiumblogware.com/landingpages/ blogging_seo_social_whitepaper_resources.html www.compendium.com www.marketo.com