Business Blogging for B2B : Part 1 | Finding your Muse(s)
In the world of B2B content marketing, you hear a lot about story being the backbone of your brand. But, how do you insert your brand into that great story of yours? When blogging for business how, exactly, do you wrap that story around your brand effectively — without coming across as forced?
In order for your blog to be successful, you need a sustainable content strategy. You could build your internet business blog all by yourself, but not only is that a bad idea, those goals usually end up getting shelved when business starts pouring in. Having other “owners” to this project can make the business blogging less of a chore and more likely to get done.
Ideally, when looking for help, you’ll want a person with a writing background who knows your company and products very well. This person can be invaluable in the management of story driven content for your small business blogs. A wordsmith who can re-spin stories, engage your audience while delivering value and who can build in blogging SEO is worth the weight their words can bring.
But more than just finding a good writer, you’ll also need to cultivate your internal content creators – those employees inside your company that know your story or can add their own element to it. You want to find the story-tellers in your company. Not only will this keep your content creation costs in house, but employee engagement is a great thing for your small business.
Here’s a quick list of some techniques for recruiting writers out of your own “family”
1. The allure of getting “published” – this is good to ferret out those wallflower authors who might be tucked away in accounting or IT. Never underestimate the motivation that comes from having your words in “print”. Even when that print is your small business blog, it still empowers your employees in a unique way.
2. Remind them it’s helping the company – Most employees today understand that what makes the company better ultimately makes their lives better. Just be sure to let their boss know of their contribution and your storyteller will be a well worth returning to.
3. Bait the hook with prompts – If your small business blog is looking to stay relevant, try giving your story-tellers a seed idea to germinate a story with. This can be as simple as seasonal topics, what you were doing this time last year or perhaps something industry related that is timely. With the nugget of an idea given to them, true story-tellers will not be able to help themselves.
Maybe you are having trouble finding your content creators. Let’s look at who these internal contributors might be within your company. Maybe you even have someone who knows how to blog among your candidates!
- Sales – this should be a no-brainer. With front lines experience most sales people are natural born story tellers. The trick is getting them to focus on something that isn’t explicitly driving commissions. Some “encouragement” may be needed.
- Tech Support – often times these guys and girls have a sardonic humor and unique outlook that might make for a great blog post. Not to mention their insight into some of the underlying issues customers might have will give you access to a huge resource of material.
- Customer Service – again, there are stories aplenty with this lot. Be careful, though. Often times the Customer Service team can be a bit jaded if they’ve recently handled a difficult request.
- Field marketers -another great front lines resource. Since they are packaging for customers anyway, they might know how to build your business blog in a more compelling way.
- Idea generators -those employees whose brains never shut off can be a great source of material for your small business blogging.
Find and nurture these content contributors. Give them assignments that they will enjoy. Help them become better writers through a gentle editorial review. Remember that their ideas are the most important thing at this point, so don’t berate them for bad grammar or awkward sentences! Make it fun and exciting and you’ll find that your blogging audience will resonate better with the results.
In part two of this post we’ll get into some of the ways you can craft the content these scribes of yours are putting out. And, if you’re having trouble managing the content or the blogging, take a look at innoblogs, our proprietary business blogging software. With innoblogs you have a fantastic management system for organizing and scheduling posts, a tally tab to tell your writers how well they are doing and an easy interface for uploading images and other media. Contact us for more information to help you in starting a business blog that drives business!
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- Business Blogging: 3 Tips to Engage Your Readers in Conversation
- 3 Content Creators for your Business Blogging
- Business Blogging Success Summit 2011 by Social Media Examiner and Blog World
- Business Blogging Tip #3 Be Strategically Focused