A business website without a blog nowadays is like a dog without a collar: you’re going to get lost. It’ll be a lot easier for users to find you on the big bad internet if they have something to grab onto, like a page from your blog that is relevant to them and your business. Take a look at our guide to getting your blog front and centre of your website.
Nail your social media marketing
But in order for your blog to direct users to your business website, users first have to be directed to your blog. They find out about your blog via social media marketing. With a business social media account you can post snippets of your latest blogs and entice users. This takes advantage of the fact that a good chunk of the population does a lot of discovery on social media today. Discovering items that they want to buy, businesses they want to support, research into what they do or don’t like about a business, etc. By posting your blog on social media you can entice users to your business website by explaining more about your business and industry. You can find more B2B social media strategies here.
Understand SEO and pillar pages
The point of SEO, or Search Engine Optimisation, is to get eyes on your blog by making it the first thing that a user sees when they put in a relevant search term into Google. If the search results land your blog posts on the second page of their results, or even at the bottom, no one is looking at them.
There are a lot of ways you can make your site travel up the rankings, but one good way that gets overlooked, is the way you arrange your blog. A pillar page, one page linking various others together in a category, will create internal backlinks that will build authority, which is important to Google.
A pillar page literally at the centre of your content will do a lot to put your blog in front of more eyes, leading them to explore your business website more thoroughly.
Mix your evergreen and topical content
When it comes to what you actually write about on your blog, it would be very helpful to create a content calendar. Not only will it allow you to plan ahead and come up with topics that are worth writing about, but it will help you mix the evergreen and the topical content. Evergreen content is general content that is likely to stay relevant no matter what else is going on in the world, like guides and advice on general concepts. On the other hand, topical content is reliant on using what is happening in the world as a jumping off point, usually for opinions. Thinking in older terms, you would open “Personal Financing for Dummies” for evergreen content, but the finance section of a newspaper for topical content. Both will make you very valuable to users.
You’re more likely to come up with evergreen content on a calendar when planning ahead, as it’s hard (or impossible) to come up with topical trending topics. So, make space in your content calendar for your, relevant, take on the latest stories hitting the news.