The corporate blog – published on your website and amplified by regular newsletters – is an excellent tool to multiply leads, increase sales and establish yourself as an opinion leader in your industry.

On this subject, you can dig deeper with our guide on how to create effective newsletters.

A business and commercial network also develops thanks to direct contacts and interpersonal relationships. In a world that is becoming increasingly digital, face-to-face communication is giving way to online communication.

A corporate blog is the ideal medium to make your voice heard, ask for opinions and comments, and establish business relationships.

Opening a blog is a key step in the content marketing strategy of a company in the B2B sector: before launching it and throughout its activity, it is essential to build a specific strategy that works to identify the audience, the topics to cover and the main SEO copywriting measures to put in place.

Identifying the typical reader for your B2B corporate blog

The typical reader for your corporate blog is both your existing or future customer and your business partners and the managers within your corporate circle. Keep in mind that many communication managers like to follow industry corporate blogs, even when they do not yet have direct B2B relationships with these companies.

You therefore need to focus on identifying topics that are of interest to your customers and that, thanks to the presence of suitable keywords and engaging themes, rank well in search engine results for industry topics. As with your products, your blog will also have a buyer persona, that is, it will address a typical reader for whom you could even create a full profile.

This step will lead you to identify the needs, goals and activities of your ideal reader and will allow you to best tailor the content of your B2B corporate blog. Even though many content marketing experts would prefer an intuitive approach, we still recommend referring to market research and the data you have. Keeping your buyer personas in mind, you are not just writing a text, you are writing it for someone.

The editorial plan for a B2B corporate blog

As with all the marketing activities your company is putting in place, content marketing also benefits from careful planning and periodic audits. Having an editorial plan helps you make the best use of available resources, build medium-term strategies and avoid, as much as possible, surprises and last-minute emergency fixes.

Your planning should include a summary schema, broken down by deadlines and SEO copywriting strategies. We recommend working with us on a spreadsheet, where you will enter the publication dates of your blogposts, the relevant keywords for each one, the buyer persona that makes up the audience of each post, the format and the supporting material.

You should also consider that in this spreadsheet you will add the post-publication data as well: for example page view statistics, shares and interactions.

Thanks to periodic meetings and statistical analysis, we will fill in the final part of this table together, namely the audit, our assessment of the individual performance of each blogpost and of the corporate blog in general: we will see which texts performed well, where there is a need for improvement or revision, and what can be picked up again in a later post.

SEO copywriting activities for your B2B corporate blog

Keywords

Probably already in the first phase of the work, while you were defining your reader, you jotted down a few key concepts of your content, and you already have an idea of the questions your target audience might ask themselves. Will these questions be the same ones your target might type into the Google search box? Try to frame them so that they can apply to a fairly broad audience.

SEO research works on keyword analysis – the search terms – and provides information on the search volume of a given key phrase: based on this, you can decide whether it is worth creating blogposts for a given keyword. There are many tools available to understand whether your keywords are the most searched and what the queries typed and the search engine results around them are. It is important to determine the right mix for your B2B corporate blog: do not build all your texts solely around heavily searched keywords (you will face high competition), but rather aim to write using keywords with medium search volume. That way you can be sure that, for those, you will appear among the top Google results.

Finally, do not forget about long-tail keywords: these are the complex expressions, for example “blue velvet sofas”. They have low search volume but, precisely for this reason, they make sure that the content of your B2B corporate blog is seen by many users.

Links

To secure a place in the search engine ranking top ten, your site also depends on the number of other websites that contain links to the content you publish: only a blog rich in interesting and informative content can achieve this result.

Another essential tool is the insertion of hyperlinks, that is, links leading to other blogposts or company pages of yours. It will be a smooth way to let the reader find specific information while staying on your site, preventing them from abandoning their reading in search of further insight provided elsewhere. Among other things, Google also notices this and gives your site a better result if it manages to avoid “bouncing” the user toward other domains. If you want to know more, read our dedicated article on link building.

Conclusions

Even though at first glance the corporate blog seems to require a certain amount of effort, we assure you that the benefits of its presence will not be slow to show.

In commercial terms, the blog will let you generate high-level leads: readers who are interested in your products, who will engage with comments and shares, and whose contact details will prove valuable for your sales team. At the same time, brand affinity will build: your content will become the company voice, the professional opinion to rely on for a question or a consultation. Have you already read our article on tone of voice?

Beyond these effects, the B2B corporate blog will give useful support to your overall content marketing strategy: it will improve the site’s ranking on search engines and serve as a backup for your social networking activity: you can pick up the blogposts from the company’s social profiles and invite people to read more on the site.

Read also: corporate blog development.