Most B2B blogging has been justified under the rubric of thought leadership, community, engagement and other such relative intangibles. But it can also have a powerful impact on search-engine visibility and hence lead generation, said Chris Baggott, CEO and co-founder of Compendium Blogware, in a Feature interview with B2Bonline.
Consider, Chris says, that the vast majority of business blog readers are first-time visitors, and most of them found the blogs through search. This should cause a rethinking of business blogging strategy away from one or a few author-centric blogs toward many blogs, each narrowly targeted to individual topics based on searchers’ keywords.
You need to think ahead about what searchers will query on, and then talk about that in your corporate blog …in those actual words. Says Chris: “If you are trying to solve problems in your blog, use the language of the people who have those problems. Not only does this help the search engine understand what this specific blog is about, it leads to significantly higher engagement and conversion.”
Sure, this approach will require generating lots of content; but the answer to that is to engage many more employees in the task …folks who are closer to the real solutions and user case studies than the marketing people who usually do most of the blogging. Hmmm… haven’t we heard something much like this before? Oh, yes… it’s just like the recipe for leveraging social media. So by involving more of the company in the effort to win hearts and minds, we can expect to get more qualified/engaged organic leads, more conversions, and deeper customer relationships… sounds like a win to us!
