The document discusses the benefits and best practices of blogging for B2B companies. It recommends that businesses use blogging to educate their target audience, gain trust, and establish authority. Some key tips include understanding buyer personas, creating shareable and problem-solving content, using calls-to-action and focusing on metrics like article views and lead generation to measure success. Regular blogging can increase website visitors by 55% and lead conversion by 70% according to the document.

1. BLOGGING
for B2B

2. MARIA
TASHKOVA
@mariya_tashkova
Freelancer
Inbound Marketing
Grew tobacco with my
parents for 11 years

3. .AGENDA
WHY BLOG?
PRINCIPLES OF BLOGGING
WHAT ABOUT THE BOTTOM LINE?
RESOURCES

4. .WHY BLOG

5. BUSINESS BLOG
Published articles which provide educational,
helpful and otherwise valuable content for a
business’ target audience.

6. 55%
more website
VISITORS for
companies
that blog

7. Every blog post gets
published as an
individual INDEXED
PAGE on your
website.

8. Having more VISITORS increases the
opportunities for developing LEADS and gaining
CUSTOMERS.

9. An opportunity to
EDUCATE

10. Gain TRUST

11. … and establish AUTHORITY

12. A chance to engage
your prospects and
customers in a
CONVERSATION.

13. 70%
increase in
LEADS
CONVERSION

14. .PRINCIPLES OF BLOGGING

15. Who is your
AUDIENCE?

16. BUYER PERSONAS
Semi-fictional characters
that marketers use to
represent the company’s
ideal customer and plan
marketing activities
accordingly.

17. Study your existing
CUSTOMERS.
Monitor the ONLINE
CONVERSATIONS.
Gather INDUSTRY
INSIGHTS.

18. Additional QUESTIONS
1. What work issues worry this person?
2. How is this person dealing with the problem today?
3. What motivates this buyer to take action?
4. What is this prospect’s decision process?
5. Does this person consult industry peers/ colleagues?
6. What sources of information does this person use?
7. What words does this person use to describe the issue?
8. What might prevent this prospect from choosing my
company?

19. Who is
involved in the
BUYING
PROCESS?

20. MAP WHAT YOU KNOW TO
HOW THEY BUY

21. How do you
ADDRESS
those questions
through your
blog?

22. Align your
CONTENT to the
key BUSINESS
OBJECTIVES you
want to support.

23. EXAMPLE. GOALS AND SUPPORTING THEMES
1. Increase sales
Raise awareness/ Educate/ Target communication
1. Promote brand differentiation
Competitor comparisons/ Variety of offerings/ Quality
1. Grow customer loyalty
Customer care/ Loyalty programs/ Lifestyle choice

24. Average modern adult ATTENT!ON SPAN
8seconds

25. BREAK THROUGH THE
NOISE

26. TITLES
MATTER
CLEAR
CONCISE
ACTIONABLE
KEYWORDS-RICH
INTRIGUING

27. HIGH-VALUE content
competitive comparisons
nuanced approach to success stories
REIMAGINED CONTENT

28. SOURCE IDEAS continuously.

29. Utilise SOCIAL LISTENING
frequently asked questions
conversation topics and sentiments
conversation spikes by topic
frequently used visuals
favored social media platforms

30. post
IDEA

31. AIM FOR VARIETY

32. SHOW!
Don’t tell.

33. Posts with videos attract 3 times more
INBOUND LINKS than plain text posts attract.

34. Be a
PROBLEM
SOLVER!

35. Be
SHARE-WORTHY

36. SEO

37. SIZE MATTERS

38. HOW DO SMALL COMPANIES DO IT?
PUZZLEPART.
Business apps for SharePoint
Norway’s no. 1 Office 365 and SharePoint
development company
Blogging since 2011
69 blog posts
10.1K website visits for 2014-2015

39. Great title
Subheadings
Bullets
Images
Internal links
600+ words
Authors bio

40. CALL-TO-ACTION (CTA)
An instruction to your target audience that
provokes an immediate response, which leads
them down the conversion funnel.

41. Insert them at the TOP of your blog page or
blog posts.

42. Don’t forget
IN-LINE LINKS/
CTAs
Typically referrals to
other relevant to the
topic blog posts.

43. BOTTOM of the page CTAs a very important.
Webinar sign-
ups
Free eBook/
White paper
Podcasts
Demos
Trials
Consultation
session

44. RELEVANT CTAs

45. TEST FOR SUCCESS
MESSAGE
COLOURS
DESIGN

46. Be STRATEGIC
about the information
you request from your
customers at
REGISTRATION.

47. Making use of CLEAR and SPECIFIC
CTAs time after time provides an opportunity
for developing QUALIFIED LEADS.

48. I HAVE
LEADS!

49. PROVIDE
VALUE and move
them down the
CONVERSION
FUNNEL.

50. .WHAT ABOUT THEBOTTOM LINE

51. SET YOUR
METRICS
WHAT DOES
SUCCESS
LOOK LIKE?

52. article views
return visitors
number of subscribers/ downloads
inbound links
comments
social validation
bounce rate

53. LOOK FOR

54. TASHKOVA CONSULTING
Inbound Marketing and Branding
Contact. mariyatashkova@gmail.com
Connect. @mariya_tashkova