Corporate blogging is a tremendous opportunity for any B2B and B2C company. It helps a business to communicate with customers and use a nontraditional platform to have conversations with them.
Today, participation in conversation is marketing. It is not enough to market to customers, a business has to engage with them.
As a communication channel, blogging has become tremendously influential for customer relations.
Blogs can have a tremendous impact on PR, sales, corporate policies, product development, marketing, and customer service.
A Blog is about Dialogue
A blog can start a real conversation and can bring something to the table that is valuable to the people at the receiving end.
Blogs are resources that can speak to different stakeholders that a business wants to connect with.
The posting frequency is important because a consistent posting frequency helps to build a community. Blogs can share facts, insight, trends, and relevant initiatives. It can show the personality of a company which would facilitate genuine conversation.
Having dynamic content is a successful marketing strategy for a B2B or B2C. If visitors are aware that new content is being continually added, particularly industry-related blog posts, a good percentage of them can be expected to come back.
The blog posts also have to be interesting and informative. The essential difference between B2B and B2C blogs is B2C tends to emphasize on customer service and aim at improving brand loyalty, whereas B2B use blogs as effective marketing tools to drive traffic to their website.
B2B blogs generally deal with trends and industry specific issues. For instance, Dell’s blogs keep readers updated with ‘how to’ articles which explain how a particular product or feature works.
Customers expect personalization everywhere. The idea behind personalization is people want relevant things as solutions to their problems.
As far as B2B is concerned, there can be blog posts about post-sale customer experience.
According to a survey, 65% of business buyers are likely to change brands if a vendor does not use personalized content to communicate with their company.
For instance, Nuxeo, a content management platform software, implements machine-learning algorithms to keep visitors engaged longer than just the one article that they had come to read.
Adopt Appropriate Writing Styles
Once a business is sure about the type of audience that a business wants to engage with their blog, it is also important to choose a writing style that they would like. A busy product manager might not have the time to go through a lengthy blog.
They might prefer something brief and informative. The appropriate writing style will make the difference between attracting the target audience and alienating them.
It should also be kept in mind that the personality of the company should come across each blog that is being written. Sentences and paragraphs should be short and easy to understand.
Mike Paffmann is the CEO of Virgo PR. He has previously worked as a Vice President at Clarity PR, 5WPR, and Highwire PR.
Virgo PR is a full-service digital marketing and digital PR agency that caters to clients in all industries. Paffmann has over a decade of experience in the public relations industry and has provided diverse media relations programs for brands and corporations across enterprise, software, eCommerce, technology, and consumer apps of all sizes. He has worked with clients including IBM, Genies, Glint, Rebel Ventures, AppAnnie, Owl Labs, car2go, Vkanesee, and more.