B2B Articles - February 25, 2021

Blogging for B2B lead generation marketing

Content marketing: Blogging for B2B lead generation marketing

Through the use of blogs, your business can attract prospects and leads, which ultimately allows your business to grow. Blogging promotes a more focused way of targeting your prospect's issues and concerns. This approach to blogging aligns with the overall core concept of inbound B2B marketing. Blogging for B2B lead generation is an important tactic in any marketing campaign; read tips on how to do this successfully.

Top tips for blogging for B2B lead generation marketing

  • Content fuels marketing, and it should reside at the epicenter of all marketing efforts. Overall, view your content as a vital tool for attracting customers and building relationships based on trust throughout the buyer's journey.
  • Content should also be contextual, thus providing a more holistic approach to addressing your customer and future customer's needs. In turn, this affords brand promotion and amplifies your marketing efforts.
  • Above all, your content must do three things, entice, connect, and retain your potential customers. Through content, attempt to empower, assist, educate, inspire and even entertain your target audience. The by-product of these attempts is more significant brand awareness and trust.
  • Cultivate content that connects with users on every level and within every stage of the buyer's journey. multiple levels and throughout the sales lifecycle. (This includes the post-sale period!)
  • Although blogging's primary reason is for a brand to generate leads, it should also establish goals that focus on formulating relationships and brand engagement. 
  • You must maintain a consistent blogging schedule, voice, and pace. Consistency builds momentum and increases your blogging effectiveness. 
  • Content design is critical. Therefore, ensure your content is exciting and easy to read. You can accomplish this by adding images, utilizing shorter paragraphs, or adding video to your content offering. Remember, engagement is crucial, and retaining a prospect's interest affects lead generation. In general, adding extra layers of substance to your content enhances trust and appeal. 

Types of blog articles for B2B marketing

  • Empowerment marketing: Providing answers to a potential customer's concerns builds trust, empowering them to make informed buying decisions. In turn, your helpfulness demonstrates authority and thought leadership.
  • How-to blogs: Though solving a problem for a prospective buyer is fulfilling for you and the potential customer, providing them with the blueprint to solve it themselves is exponentially more rewarding. Providing a future customer with assistance by sharing solutions builds a higher level of trust and brand awareness.
  • Informative blog posts: In any industry, timely information is vital in decision-making. Therefore, providing relevant information on trends significant to your buyer's personas elevates your brand and increases trust.
  • Resourceful blog posts: These include guidelines, tools, hacks, and lists. These content offerings are a vital and effective way of cultivating trust, and they also enhance social sharing and SEO.
  • Combine posts: In the world of ever-present content, you will inevitably need to repurpose. Here, you can combine themes from previous articles, thus creating a new blog post. Also, it is a good practice to link the newly repurposed post to these earlier posts, which forms a point of reference for your readers.
  • Comparison blog articles: Versus or comparison articles are a useful blogging tool. It provides an opportunity to educate and empower your potential buyer. In turn, these articles can be linked and referenced to add additional texture to your blog. Overall, quality and accuracy are essential in the effectiveness of the blog.
  • Branding blog posts: At the core of branding is the art of storytelling. The ability to concisely detail the what, how, and why of your brand is significant in your business's ability to promote its message. If a company can effectively accomplish this, it can connect with leads, prospective customers, and buyers. In summary, brand journalism can help your business share its brand story.

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Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We drive demand generation campaigns, ABM programs, B2B content, sales enablement, qualified leads, and B2B marketing efforts. 

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