September 9, 2011: Summer is winding down, school is back in session, and business owners are assessing where they are with respect to B2B search engine marketing goals in 2011. Hopefully you’re coming back from the long weekend with renewed vigor and ambition, and well ahead of plans and goals for the year.
One of the content marketing opportunities we find important to reassess, and potentially kickoff if there has been a delay, is a B2B blogging strategy. Not certain why? Here are ten reasons why developing a B2B blogging strategy could be important for achieving your goals with SEO this year and beyond.
Create opportunities for new keyword strategies
Content fuels keyword visibility and what better way than through regular blog posts. Matched with keyword research, develop an editorial calendar that tackles topics related to keyword strategy or that your site’s SEO strategy is lacking in, with respect to rank and visibility.
Support existing keyword strategies
Support existing keyword targets by providing cross-links through new blog posts generated. By establishing connecting, relevant keyword-centric hyperlinks, you are allowing search engines to crawl what most likely is more static, less frequently changed material (such as product or solution pages) that also is likely (or should be) optimized for a primary keyword target.
Provide thought leadership in support of business development initiatives
Thought leadership and the sharing of professional knowledge in social media channels help influence the B2B decision making process. Blog posts can address common issues and challenges, or tackle current trends in the industry. These posts can often be used in reference, before or after business development discussions.
Create an ongoing communication stream with customers and prospects
Ongoing communication is important for keeping prospects and customers connected with the organization. In addition to the online newsletter, B2B blogging provides a subtle way to routinely stay connected to the subscribed prospect, via RSS or even email distribution.
Provide an opportunity to support lead nurturing campaigns
In particular for the B2B organizations that sells enterprise solutions, the website most likely will not be the final place sales occur. The corporate blog is a place where lead nurturing, in the form of providing valuable, ongoing content marketing assets, will help establish credibility in getting prospects to a attend webinars, tradeshows, events, etc.
Provide content for distribution in social media platforms
One of the first questions we get from organizations looking to adopt a social media strategy is what content should they provide in those platforms. Regular blog posting efforts provide a piece of the conversation that can be created and distributed for social media sites.
Create an opportunity to acquire backlinks
Not necessarily as obvious as one might think. In addition to blog directories and places to submit RSS feeds, quality blog posts provide a reason to reach out to potential link partners (site owners and bloggers for example), by showcasing relevant information or expertise.
Create an opportunity to develop a relationship with industry sources
Establishing credibility is critical, not only in developing good links but in connecting with the right people in the industry. Blog posts help strengthen existing professional relationships and establish new ones by way of traditional communication, blog commenting, and discussions based off of blog content in social networks.
Provide a reason for search engines to revisit your website more frequently
Search engines like fresh content and blog posts are a perfect way to create this freshness. Regular updates and new blog posts provide a reason for Google and other search engines to come back to the website (either directly or through third party links and social media mentions) more often, hopefully crawling and accessing additional material via cross-links.
Provide overall depth in website’s indexing in search engines
New pages provide more opportunities for keyword integration and ways for users to find your organizations content through search engines. While this process might seem intimidating to start, we quite often see year over year results improve dramatically when a consistent new content development strategy is executed over time.
Hopefully at least some of these reasons provide the justification to get your B2B blog strategy initiated this Fall. What other reasons have worked for your organization? I would love to read your thoughts and opinions via the comments below.
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