This morning whilst browsing the web I stumbled across this great article written by Jeffrey L. Cohen, posted on Social Media B2B: 10 Rules for Epic B2B Blogging. Even though it was posted a few months back the content is good and I agree with all the points made, and actually most also apply to consumer blogging too.
Writing a blog post is a bit of a science if you want it to reach as many people as possible. In 2011 a study by PR Newswire revealed that press releases that included some kind of social/multimedia element could generate 77% more views and live online still generating interest for a whopping 20 days!
As more and more of us use social media, blogging should be a core component of a B2B company’s approach to social media, and it certainly is at Microsoft Advertising.
10 Rules for Epic B2B Blogging made reference to 10 rules that should be followed to build an epic blog for your B2B company:
- Blog on Your Own Domain
- Create an Editorial Calendar
- Use Keywords in Your Titles
- Be Human
- Educate Your Readers
- Break Up Your Posts With Headers
- Speak in Your Customer’s Language
- Make Posts Easy to Share
- Include a Call-To-Action
- Publish Consistently
I would however like to add to these rules with some that we apply at Microsoft Advertising (some written by Mel Carson) as I think they are equally important:
- Add imagery: A picture is worth a thousand words and you should include at least one image in your post. When Bing first launched, research they had conducted said the human brain can assimilate the information from an image FORTY times quicker than the written word.
- Content: It might seem obvious, but it’s important for a blog post to have structure. Think of a blog like a story. The intro; what is the business problem you’re solving for? The middle; flesh out the middle with facts and figures. People love to read and share them. We’re digital marketers; we thrive on the mediums accountability, so use numbers to back up your thoughts and reasoning. The conclusion; include the call to action even if it’s asking for feedback on the post.
- Length: How long should a post be? There is no hard and fast rule; it totally depends on the subject and what your goals are for the post. Think about how long your audience has to read something. I probably wouldn’t go over 1000 words
- Try and test: If you don’t try a post you’ll never know! Give it a go and see what kind of response you get. Reference any content you using by acknowledging the author and add any external links
- Events: Utilise any events or engagement you have, where you can summaries key learning’s and useful discussion points that you can share to a wider audience.
Let me know if you found this useful and get blogging!
Leena (Follow me on twitter @LeenaShahUK)
Microsoft Advertising UK Marketing Communications Manager