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Chapter 26—Blogs

Blogs serve two purposes in B2B marketing. They help with
search engine optimization, and they demonstrate expertise.
They can be a great marketing tool—but whether a blog
will be great for your company depends on how well you
execute it. Starting a blog is easy; maintaining an active one
is more difficult. To be effective, blogs need to have fresh
material—which means at least four to five new posts a month.
Ideally, posts should be made regularly and frequently—about
two to three per week.
That sounds easy in theory, but it is a lot of work. Assuming
that a single blog post takes sixty to ninety minutes to write,
keeping an active blog requires roughly three hours per week.
For a senior person (and often they need to write the blogs to
ensure the content is compelling), that is a substantial time
commitment. If this isn’t the best way to spend your marketing
time, choose a different tactic.
However, if you’re sure that blogging will be a good use of
your marketing time, here are some tips:

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© 2012 Lisa Shepherd