Tips for Better B-to-B Blogging

By George Hague

7 B-to-B Blogging Tips

1. Choose narrowly focused topics. Keep your blog short; deal with just one topic per post.

2. If you’ve got a lot to say on a topic, break it into small pieces and make a series out of it. With a series, one idea gives you three posts or four posts.

3. Tell a story in every post. It can even be condensed to a couple of sentences. Here’s where the human side of your company shines through.

4. Write in first person when appropriate.

5. Give visitors a reason to visit another part of your site. Include a link to past posts or products, for example.

6. For search engine optimization success, the titles of your posts should include keywords that are relevant to your company. Give each post a separate title.

7. Mention your employees in your blog. People like to read about people. Introduce your employees in a normal course-of-business way. Your customers like to hear about the people they talk to when they call for service.

Your company has WordPress up and running. You've just posted your mandatory this-is-our-new-blog introduction. Now what? The web is littered with abandoned blogs — i.e., stale forums with year-old musings. New content is everything on the web. An out-of-date blog does more harm than good for your company. Keep your blog fresh by following these tricks of magazine publishers:

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George Hague Author's page

A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.

B-to-B Insights: Tips for Better B-to-B Blogging