BtoB Blogging Needs a Shot in the Arm
BtoB blogging is ailing, according to a recent Forrester Research report.
Forrester surveyed 189 B2B marketing professionals in firms with annual revenues ranging from less than $20 million to more than $5 billion and looked at blogs from 90 Fortune 500 and high technology companies. What is it that ails them? Infrequent and boring content.
So should companies heave a sighof relief and give blogging a miss? No, says Forreeter. Do it right and it can be a very successful BtoB marketing strategy.
Here are the four Blog Strategies they say can produce community marketing value:.
Be A Conversation Starter, Not A Spoiler
Make Blog Content Entertaining, Easy To Digest And To Use
Connect The Dots Between Events And Community Involvement
Invite Thought Leaders, But Coach Them On Community Etiquette
Blogging is not an inherent talent for most people. There’s a skill to writing good content. And you have to know what your audience wants. You have to know who’s who in your piece of the blogosphere. It’s not enough to speak out. We’ve been doing that for the past 100 years. People have made it clear they don’t respond to that anymore.
You have to listen and participate. It is a conversation, after all.
Corporate blog coaching can get you started on the road to success.
