Q: Our company has a blog, but we could use help in increasing both the quality and readership. Do you have any advice for us? How can we just start producing better blogs?
A: Common (and important) question! First, I recommend that you stop blogging and ask yourself and your brand a few questions:
What are the most common questions we get during the sales process?
What information do people need before hiring us?
What stories best show the value we give to our clients?
If you first write those articles, then you’ve got content that is almost guaranteed to be useful in your marketing.
Probably, there are people in your sales pipeline right now that would want to read it. Send it to them. And next time someone asks a question that these articles answer, don’t just answer the question, send them a link.
This is called zero-waste marketing, because it’s crafted specifically to support sales. Even if you have very low traffic, this kind of blogging is very effective.
Sometimes, quality is more important that quantity.
Join the conversation on LinkedIn or @MarketingB2B on Twitter with #DearB2B. Or email [email protected] to get help with your toughest B2B marketing challenges.
