July 30, 2021

Your blog is one of your most valuable marketing assets. Whether you use it to demonstrate your expertise, your brand awareness or improve your SEO, it is an excellent tool for generating leads in cbd oil buyers B2B. Here are some best practices and tips for turning your leads into customers.

Define the editorial line of your B2B blog

The editorial line is the backbone of your content strategy. By formalizing it, you put all the chances on your side to position yourself as an expert in your field. Your editorial line serves as a guide for more consistency in your publications, to differentiate yourself from your competitors and to take care of your brand image.

We offer you a brief 4-point procedure here.

Define the objectives of your blog

You’ve decided to start a blog and it’s a great idea, but why? As with any communication action, the clearer your objectives, the more effective your actions will be. Indeed, you are not going to write your articles the same way if they are intended for lead generation, SEO or branding.

Define your targets

Who will your articles be addressed to? To buyers, managers, department managers? Who are these people? If as part of your marketing plan you have already defined your personas, use them to create your editorial line, otherwise contact your sales representatives or customer service in order to paint a robot portrait of your targets. Knowing them inside out will allow you to adopt a more personalized tone and produce interesting content that addresses their concerns and issues.

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Define your sections

A corporate blog generally has several sections that make it easier to find articles: practical cases, expert articles, events, etc. They support the various objectives that you have set for yourself and allow you to organize your editorial planning.

Define the topics

The subjects you will cover will have the function of demonstrating your expertise, attracting qualified traffic, boosting your SEO and converting. They must therefore be relevant, interesting and provide added value.

Define the keywords to target

Defining your keywords will allow you to use the terminology used by your targets when they make a request on the Internet. This step occurs in parallel with the previous one since it can bring up subjects that you would not have thought of.

There are a multitude of tools to generate keywords that will help you determine the most relevant to your targets. They will also give you the whole semantic universe of your subjects to optimize your articles with secondary keywords.

Schedule posts to your blog

Publishing regularly is the cornerstone of your editorial strategy. Whether you write the articles yourself or outsource them, the best way to ensure consistency in posts is to plan ahead.

Regularly publish content

The freshness of the content is an important criterion for SEO. Regular publications allow you to occupy the field, the mind of your targets and signal to SEO robots that your site is active. If you can, publish at least 4 blog posts per month.

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A tip: Alternate the articles in your different sections to work on your keywords from different angles. You will thus position yourself as a reference on your subject.

Use an editorial calendar to be as regular as possible

The editorial calendar is your best ally for publishing regularly. It gives you an overview of the articles to be produced and thus allows you to balance the different speeches: highlights, marketing campaigns, nurturing campaigns, etc.

To allow you to anticipate and follow the production of articles, there are many practical and collaborative tools for managing editorial calendars. We have compiled a list of them for you in our article on the B2B Blog Editorial Calendar.

Create your blog as a conversion lever

Your blog is a marketing tool whose effectiveness is measured by its ability to convert: make contact, share, recommend, buy, etc.

Publish interesting and targeted content useful to Internet users

With well-defined targets and interesting topics, your articles will respond to prospects’ concerns and arouse their interest. A good quality article brings added value to the reader. This is the best way to be recognized as an expert, to share and to keep visitors coming back to your site.

Use visuals to capture reader intent

Visuals are eye-catching, make screen reading more enjoyable, and highlight important ideas. Get your messages across with photos, illustrations and infographics. They allow better memorization and as a bonus, they are readily shared on social networks.

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Optimize your articles for SEO (Ural, Title tag, Hen, met description)

There are a few tips for optimizing your article for SEO. First of all, it is necessary to define a main keyword and the secondary keywords that must be inserted in strategic locations: in the title of the article, in the sub-titles, in the text and in the urn. Your article must be structured in Hen tags (titles and sub-titles) and you must also remember to fill in the SEO title and the Meta description.

To make sure you don’t forget anything when writing your articles, we have prepared an SEO checklist for you.

Introduce Calls to Action (CTA)

To ensure a good conversion rate, clearly tell your visitors what you expect from them: subscribe to the newsletter, contact you, make an appointment, download the white paper, etc. with buttons or links.

To the right, middle or bottom of the post, introduce CTAs, or “calls to action”, so your visitor never wonders what they’re supposed to do next, or they’ll likely leave your site. Likewise, SEO bots hate dead end pages.

Invite to share on social networks

You (you) invest in writing interesting articles about your market or your industry and you make sure to share them with as many people as possible. Do not hesitate to get help from your readers! Make it easier for them by inserting share buttons directly on your blog posts. There are free plugins like Sumo and Share This that are very easy to install.

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Promote blog posts

You probably understood it, just posting a blog post is not enough to get it read. We will have to promote it. You’ve already done some of the work optimizing it, but SEO takes time, especially on generic or popular topics. Here are some tips to give it a little boost.

On social media

Once you’ve defined which social networks your targets are on, you’ll be able to create posts that link to your blog posts. You can create multiple posts for the same article by changing the accompanying text and visual. By posting them a few days apart and at different times of the day, you’ll reach more people.

Through newsletters

The people subscribed to your newsletter are a priori interested in what you have to say to them. Do not hesitate to include your articles in your newsletters, this will prevent you from producing specific content and will ensure that you are seen if not read by the heart of your target audience.

Offer your content through targeted nurturing campaigns

An article with high added value is a good way to reassure a prospect of your professionalism, so do not hesitate to offer them your articles via targeted emailing’s as part of your lead nurturing campaigns.

Analyze the results of this content

Once your block article is published, you will need to make sure that it has reached the objectives that you have set for it. By analyzing the key indicators (KPI): traffic, bounce rate, leads generated, number of shares, you will be able to determine what is working well for your targets and use it for your future articles.

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The effectiveness of your blog is clearly dependent on knowing your target and setting clear goals. In other words, if you know who you’re reaching out to and why you’re reaching out to them, you’ve already come a long way in making your blog a great conversion tool.


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