[Video] Why Your B2B Blog Is Underperforming

You’ve got a blog for your B2B company, but it’s not getting the results you think it should. Why not?! It could be that you’re not using any kind of content strategy. Good content is like good business – you’ll never get the results you want without going into it with a strategy.

Check out this amazing and incredibly insightful video on content strategy.

What’s Wrong with My Blog?!

If you’re like a lot of small businesses, you’ve got a blog. Maybe you’re not sure why you have a blog, but everyone else in your industry has a blog so you’ve got one too. But now that you’ve got a blog, you need to do something with it. Many companies realize too late that they don’t really know what they’re doing with their blog, and they only update it occasionally. In fact, 7 out of 8 business blogs are ghost towns. Not only does this not help your marketing efforts, it makes your website look abandoned and turns buyers away.

It’s better not to have a blog at all than to have an unused blog.

[bctt tweet=”It’s better not to have a blog at all than to have an unused blog. ” username=”billkerschbaum”]

Just as bad is the blog with no purpose. You’re posting all the time, but you’re using a scattershot approach – just posting whatever you can think of that has to do with your business.

Sounds Like a Strategy Problem to Me

Whatever your blogging practices, you’re just not getting the results that you think you should. And what’s worse is that you keep hearing that blogs are one of the best ways of getting yourself known and generating leads.

If you’re not seeing the results from your marketing content that you think you should, chances are it’s a strategy problem. Starting a blog is like starting a business – you don’t want to do it without a strategy. If you’re not aiming at anything, you’re sure to hit it, right? Think about your blogging (and all of your content) from a strategic point of view.

[bctt tweet=”Starting a blog is like starting a business – you don’t want to do it without a strategy.” username=”billkerschbaum”]

Foundations of a Content Strategy

There are three basic pillars to a solid content strategy. Think of them as three legs of a stool of strategy:

• Goals – You’ve got your own business goals that you want to accomplish
• Target audience – You need to understand who your ideal customer is, because this is the person you need to connect with
• Buyer’s journey – Your customer’s buying process is a path, from awareness of a problem to readiness to buy from you

These are the three basic legs of the content strategy stool. Master these, and you’ll find yourself writing blog posts that attract more visitors and help generate more leads.