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					                                                               B2B Blogging
What is B2B Blogging?                                                      Glossary Terms
B2B blogging is the use of a blog or online journal to promote a           Blog – A contraction for “weblog,”; an online diary or journal
company’s thought leadership, products or services with the goal
of increasing conversions and driving revenue. In contrast to              B2B Blogging – Also known as corporate or organizational
personal or individual blogging in which a single blogger may blog         blogging; involves the use of a blog or online journal to promote
for personal fulfillment or journalistic commentary, B2B blogging           a company’s products or services with the goal of increasing
is a revenue-generating activity for a larger organization that drives     conversions and driving revenue
inbound marketing, engagement and new business through B2B                 Inbound Marketing – A type of marketing characterized by
sales and interactions.                                                    prospects and customers seeking out and finding companies
Although B2B blogging or corporate blogging may be comprised               rather than vice versa
of many individual bloggers from the same organization, they are
creating content under a single messaging umbrella with the same           Lead Scoring – The process of determining the sales readiness
marketing objectives in mind. The overarching goal of B2B blogging         of leads using a pre-determined scoring methodology and
as a demand generation tool is to convert blog visitors and readers        ranking them accordingly
into new leads and customers.
                                                                           Marketing Asset – A piece of marketing content (e.g. whitepapers,
                                                                           videos, newsletters, webinars, etc.) used to educate and generate
                                                                           interest for a company’s products or services

What B2B Blogging is NOT                                                   Search Engine Optimization (SEO) – The process of employing
                                                                           different tactics to improve a business’s ranking in organic or
B2B blogging is NOT the production of content without a specific,           unpaid search results to ultimately increase conversions
revenue-generating goal in mind. Whether a company wants to use
B2B blogging to build thought leadership, drive more traffic to its          Search Engine Marketing (SEM) – Also known as Pay-Per-Click
corporate website or optimize search engine rankings, the goal of          (PPC) advertising; the process of paying a search engine to
any B2B blogging initiative should always be to convert qualified           advertise a product or service
leads into customers and ultimately increase revenue.                      Social Media – Any strategy, software system or media outlet that
While it is tempting to quickly adopt any component of social              relies on social interaction and the participation of individuals or
media marketing as the “next big thing”—including B2B blogging—            communities to create and publish content
it is important to think of blogging as just one part of your overall
B2B marketing mix. For example, before creating content for a              Social Selling – Also referred to as Sales 2.0, the merging of Web
                                                                           2.0 technologies with traditional sales strategies, enabling sales-
corporate blog post, consider its role within the larger context of
                                                                           people to better prioritize their time and serve as experts—
your lead generation and nurturing strategies, or how this content
                                                                           not just negotiators— in the product selection process
can help your sales team with its social selling initiatives.
                                                                           Web 2.0 – A term used to describe the second generation of web
                                                                           tools and software that encourage users to become more active
                                                                           participants, creating content and interacting with each other
                                                                           within web-based, social communities
B2B Blogging - Analyst Facts
“Business blogs can shorten sales cycles when they connect decision-
makers to the designers and thought leaders who shape new products
and services.” – Laura Ramos,
“Marketing’s Role in B2B Blogging,” Forrester Research, 2007               Top Resources
“Among companies involved in one or more social media initiatives, the     • Marketo Lead Management Blog:
highest percentage (70%) maintain company-related accounts or profiles      • Compendium Blogware Blog - Blogging Best Practices
on social media sites. The second most popular activities are monitoring
company-related mentions on social media sites and maintaining one or
more company blogs.”                                                       • Compendium Blogware Blog - Corporate Blogging 101
– “2009 Business Social Media Benchmarking Study, ”, 2009
“People have a choice…and nobody is going to read your blog, link to       • Social Media B2B:
your blog or quote your blog unless there's something in it for them.”     • Groundswell Blog:
– Seth Godin, Seth Godin’s Blog, 2004
  B2B Blogging – Basic Techniques                                                   B2B Blogging – Advanced Techniques
  • Establish a corporate blogging strategy that includes overall                   • Respond to comments on your blogs in a timely manner (e.g. within
    goals and success metrics. Also consider the “do’s and don’ts”                    24 hours) and make sure all of your bloggers abide by this rule.
    of the content (e.g. DO stick to corporate messaging; DON’T                     • Invite your best customers to blog and provide useful insight
    misspell words).                                                                  on the ways they used your products or services (but avoid
  • Identify and recruit blog contributors in your organization.                      being too self-promotional).
    Having a reliable team of bloggers means you will benefit                        • Use “related posts” at the end of each blog posting to not
    from blog content that is plentiful and produced and updated                      only educate prospects and customers, but to also increase
    regularly—qualities that will positively impact your search                       page views and help SEO.
    engine rankings and improve your inbound marketing.                             • Consider whether you want your blog to be part of your
  • Blog with your keywords in mind—but don’t go overboard to the                     corporate site (which could increase traffic to the main site) or to
    point where your content becomes nonsensical or unreadable.                       reside as a sub-domain or separate URL (which could help search
  • Include relevant links within your blog content to external sites                 engine marketing results through the display of multiple links).
    that add value.                                                                 • Use high-volume visits to specific blog postings as key indicators
  • Link to your blog from every page on your corporate website and                   of the topics that matter most to your target audiences and
    include it in your other marketing vehicles as much as possible.                  build up your marketing assets appropriately.

   Top Metrics to Measure ROI with B2B Blogging                                     Blog Commenting
   • Increased number of unique visitors and page views of blog                     You can benefit from commenting whether you’re the blogger, the
   • Improved search engine rankings                                                commenter on someone else’s blog or a participant in an online
   • Increased number of qualified leads from blog-related links                     forum—here’s how:
   • Increased positive mentions of your company, products, or                      • As a blogger, write interesting blog posts that engage readers
     services by the media, other bloggers, or in user-generated                      and encourage comments. All too often, corporate bloggers work
     content                                                                          in a bubble, writing about topics that are only interesting to them
   • Increased number of comments on blog                                             or, worse yet, use blogging as an opportunity to overtly sell their
   • Increased prospect and customer insight garnered from blog                       products or services. Use your blog to discuss things, not sell.
     comments                                                                         Aim to start a two-way conversation by offering engaging
   • Increased sales insight for greater efficiency and improved                        commentary that is insightful and stimulates dialogue.
     social selling                                                                 • As a reader, only comment when you have something valuable
                                                                                      to say. There’s nothing worse than a person who only comments
   Common Metrics of B2B Blogging                                                     with self-promotion in mind.
                                                                                    • When someone comments on something you’ve said, return
                                                                                      the favor. Everyone wants to know that they’re being heard—
                                                                                      so reply to them with something more engaging than just
                                                                                      ‘thank you for commenting’.

   From “Calculating the ROI of Blogging: A Case Study,” Forrester Research, 2007

Information for this B2B Marketing Cheat Sheet was taken from Marketo
and Compendium Blogware thought leadership including:
• What’s Wrong with Social Media for B2B Marketing? -
• Considering Blogging? -
• Blogging’s Role in SEO and Social Media -

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