Welcome to My New B-to-B Blog. Now What?
Each month, 151 million people Google the words "how to blog" or "what is a blog," so I thought I should start this first post by helping to answer those questions—and then offer some advice on how to use a blog in your B-to-B marketing efforts.
Basically, a blog is an online journal that is written for public consumption. The word blog is short for Web-log, or an Internet-based diary. If you remember Star Trek's Captain Kirk in the show's opening voiceover stating "Captain's Log, Star date 1673.1," you get the picture.
Blogs are created for many reasons, but in B-to-B marketing, your hope is that by demonstrating knowledge and expertise in an industry or on a subject matter, it will help position your brand positively in the mind of your target. That's why blogs are the ideal way to demonstrate thought leadership or to provide a perspective on a timely topic that's relevant to your customers and prospects.
Blogs are much easier to create, distribute and leverage than a typical newsletter. Content can be added or updated easily, at any time and from virtually anywhere. If a blog is designed properly, content can have a very long shelf life as past blogs can be archived and viewed at the reader's leisure. Archiving past blogs also means a search engine can find one based on a particular topic, and serve the appropriate page as a search result (make sure to include a month/year with each blog posting, if your system doesn't add it automatically, to help put your content into perspective).
Many companies discover that the biggest challenge in blogging is finding the time and resources to keep it updated and filled with fresh content. Many marketing/sales departments start out with a few topical ideas then run out of steam after a few weeks or months. Remember: There is no "rule" as to blog length or timing of your posts. No word minimums or maximums. Oftentimes, a short, pithy insight is preferable because it's easy to scan and therefore it may be read more frequently. But if you don't blog regularly (whether it's daily, weekly, bi-weekly, or monthly), your brand appears dated. Readers want real-time engagement, and if you're going to commit to a blog, you need to nurture that commitment.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.