Many B2B technology marketers shy away from blogging programs because they believe that they’re resource intensive and difficult to manage. And then there are the questions around ROI – what’s the reward for all that effort and how long will it take to create a meaningful impact?
While B2B technology marketers evaluate “impact” along a variety of metrics, at the end of the day conversion is king, and a quality blogging program can get you there.
What are the four key B2B technology blogging techniques that drive conversion?
1) Create Context for Your Value Proposition
B2B technology marketers often struggle with communicating the value their products and services offer in a way that’s tangible to customers and prospects. Most companies rely on case studies to highlight key success stories. However, while case studies are clearly important assets that build credibility, it’s a delicate and arduous process to secure client approval and the use cases and results are typically highly specific. However, blog posts that offer a point of view on a targeted topic important to a specific vertical – supply chain management for retailers, for instance – can provide critical context such that prospects understand a wide variety of potential use cases that address chronic and acute pain points specific to their businesses. Pain points drive urgency, and urgency drives conversion.
2) Map Content to Marketing Initiatives
Before getting started with blogging, it’s critically important to have marketing goals and objectives in place that drive the content development strategy. If penetrating a new vertical is a key objective, then blogging about a particular topic that’s important and timely within the targeted vertical – fraud prevention for financial services providers or email security for health care providers, for instance – is a highly effective strategy. Or, if a company is rolling out a new feature or technological innovation, the organization can use the blog as a vehicle to showcase key capabilities and differentiators in context through use cases. The beauty of blogging is that there are no restrictions that prevent you from publishing what are essentially elegantly executed advertorials that drive conversion.
3) Build-In Links and Calls-to-Action
Ideally, whenever an organization blogs there should be opportunities to click-through to another touchpoint – a content asset, a product demo, or some other enticement to migrate a prospect further down the conversion funnel. In addition to embedding links and calls-to-action, B2B technology marketers need to pay special attention to landing pages – the click-through path should progress the prospect to a web form with a clear call-to-action and carefully considered lead capture fields.
4) Leverage Syndication
If an organization has gone to the trouble to create great content, it’s only logical to leverage it to its maximum advantage. With conscientious planning, blog content can be republished on a variety of syndicated sites, extending the reach of each piece significantly. Savvy companies repurpose this content for contributed articles, casting the net even wider.
Most B2B technology companies have some sort of blog in place, and most are operating without a strategy. With vigilant planning and quality execution, the blog library can become an organization’s most valuable content asset and a key conversion driver.