What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Why make the distinction? Consider the all American apple pie. Such an iconic dessert, yet, it’s rare that you’ll ever come across two identical family recipes. Sure, most start off with the same standard ingredients: butter, sugar, flour, apples—just to name a few. But it’s the magic that happens with those ingredients that gives each one its own claim to fame and a coveted spot in the family recipe book. Now that I’ve got you salivating, let’s begin our tasting menu of B2B marketing inspiration.Flavor Profiles
Most seasoned bloggers (no pun intended) agree that to be successful you have to post, post, and then post some more. Of course, the “correct” number will differ from blogger to blogger, but the general consensus is to publish at least one blog per week. Post too frequently and your audience may become overwhelmed; post too sporadically and followers will forget you exist. Bear in mind, however, that without worthwhile material, the timeliness of your posts becomes irrelevant. You’ve got to have the right balance between frequency and content. For an example that executes this combination successfully, check out the Marketo blog.
If you are a beginner or simply feel stuck and need help, check out Michelle McGinnis’ ideas from Eloqua. She summarizes how to successfully write a B2B blog in four basic steps. Don’t make the mistake of glossing over the basics. Sugar looks a lot like salt, but you would never substitute one for the other.
There’s no need to fly off the deep end in the name of being “different,” but find ways to tastefully distinguish yourself from other great B2B marketing blogs. Check out PointClear CEO & President Dan McDade’s blog ViewPoint. Dan’s M.O. (modus operandi, AKA “method of operation”) is to tap into the minds of today’s finest business leaders for their views on all things B2B, sales, marketing, and lead generation. He’s a fan of using lists and bullet points to organize his information and thus make his “points clear.” (Pun very much intended.)
You know those meals that magically “hit the spot”? Craig Rosenberg’s Funnelholic is just that kind of blog. His fun, yet informative, B2B marketing blogs are cleverly written and always have a way of hitting the nail right on the head. The topics are sometimes snarky, but never boring, and they are always relevant. If you are looking for revenue related information and ideas, you must check out Craig’s blog.
Sweet or Savory?
Two words that will change your life: salted caramel. Who would’ve thought that the pairing of such opposites could bring heaven into one’s mouth? Wouldn’t it be wonderful if there was a blog out there that could do the same with B2B information? Matt Heinz’s blog delivers solid information on current and trending topics in a writing style that is still relaxed and casual.
Or perhaps you are looking for even more depth for your B2B marketing blog content; in which case, Ardath Albee’s blog would be an excellent resource. Ardath has a way of being able to delve into the nitty gritty, showing readers what businesses look for in B2B blogs. Her recipe for success? Ardath emphasizes the importance of posting quality content on a consistent schedule in a style that is authentic and unique to the blogger.
Thirsty for a little something to finish off your meal? Consider a refreshing after dinner disgestif and take a look at the Content Marketing Institute. It’s important to note that even the most impressive blogs are bound to lose their luster, and nothing halts progress like complacency. CMI is an excellent resource if you’re interested in using more visiual aids. Sometimes words can’t communicate a concept or idea with the same impact that a picture can—hence the old adage, “a picture is worth a thousand words.” Even a change of layout can work wonders—so don’t forget to spice things up every now and then.
We started out by asking the question: “What makes up the perfect B2B marketing blog?” There’s no reason business blogs have to be boring. Your followers aren’t looking to read a dissertation, so lay off the pretentious industry jargon. Be an avid reader of other B2B marketing blogs and look for ideas and inspiration as we’ve done here. Remember, the role of marketing is to communicate and inform. A successful blog does both with excellence. I’ve shared my favorite picks. What are some of yours