You should not make these 5 mistakes as a business blogger.
Recently I discovered the term content fatigue: a nice term to describe the content surplus. As more and more B2B companies discover that it pays to be a publisher, there is a surplus of content - or a lack of readers, just the way you look at it. That makes it seem pointless to engage in content marketing. That's not it. You just shouldn't make these 5 mistakes. B2B companies in particular benefit from content marketing. Business decision-makers are more likely to make informed decisions than consumers, they have a great need for information. Publishing content - if it is good - increases the authority position of an organization. By being noticed on a regular basis with your target group with relevant content, your reputation and credibility will grow. And isn't that exactly what every B2B organization wants? Therefore, here are 5 mistakes for corporate blogs that you should avoid at all times.
No 1: Not wondering what is relevant to the target audience Of course you are proud of a new product or a new collaboration. You would like to share that with the world. Yet it is questionable whether your target group is also waiting for this themselves. You can find out in a simple way. Ask yourself: would I like to consume this content myself if it was from a sender I didn't know? This way you can discover how you can communicate in an interesting way about trivial matters such as a move or new assignment. Is your office moving to another city? Then write a story about the rise of this place and the economic significance of this region. Is your organization going to work for a fast-growing start-up? Tell your target group why young and innovative companies are so necessary for (the development of) our economy. The target audience for our blog is IT managers.
No 2: assume that the target group is homogeneous "The target audience for our blog is IT, managers." That could be a great briefing for a content creator. Yet it is only half the truth, if not less. After all, it is unknown how diverse this group is and what level of knowledge IT managers have. You also do not know whether the readers of the corporate blog have ever met your organization. Never assume that a target audience is homogeneous because that's not even the closest group of friends - let alone your target audience of business decision-makers. Consider the customer journey when developing content. In addition, write content for various knowledge levels and the various levels in the organizations of your target group.
No 3: Not discovering who the blog visitors are One way to find out if the content you create is relevant is to discover who is reading it. There are a number of ways to find out who your corporate blog readers are. There are countless tools that automatically identify who visits your website. The Google search for "website visitors identify tool" gives in any case about 178,000 results. There must be something useful there. The most obvious - and most valuable - is to simply ask. Allow visitors to sign up for a newsletter or download a whitepaper, which requires leaving contact information (such as an email address). This quickly gives you an idea of the readership of your blog. This gives a good picture of your possible target group and should therefore be a guide for the content production.
No 4: assume that the blog is read from A to Z. Some content creators have the idea that a blog is read as a book is read: from A to Z, without missing a single part. I still want to ask who still believes this: how much content do you read by going to the homepage of a company or organization? And how much content do you read where you end up via Google or social media? I assume that the latter group is in the majority. This is good news for corporate blog editors. Someone who visits your blog often does that for a specific piece of information. This makes it possible to reuse certain content. So you don't have to keep reinventing the wheel.
No 5: Assume someone is waiting for your opinion Building awareness through publishing content is a proven recipe. But as with any recipe: a dish is only really tasty if the right ingredients are used. Organizations that choose to not just communicate about themselves and move into their target audience are already beyond their competition. After all, by sharing your research, a professional from your target group can again profile itself as a knowledge partner. Yet there are still plenty of corporate blogs where views, opinions and observations are shared without substantiation. It is precisely in a business context that there is a need for data. Figures (usually) don't lie. Content created from data is easier to share. After all, by sharing your research, a professional from your target group can again profile itself as a knowledge partner.
Better content marketing The above tips should help improve the quality of corporate blogs. This way you can - even if there is a surplus of content - stand out from your target group. I wonder what tips you have that are missing in this overview? I am also curious what tools you recommend to identify the visitors of your site. Video & Vlogging training for companies: rated 9.3 Want to make videos and vlogs for your organization? Which can! In the training Video & vlogging for companies you will work with expert Pelpina Trip and in 2 days you will learn everything about filming and editing with a smartphone or (compact) camera and you will receive tips to reach your target group. Also make your own videos?
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