B2B marketing professionals need to adapt to the evolving social media landscape. Many traditional strategies are not working anymore, Marketing Pilgrim reported. Most marketers rely on Facebook and Twitter updates, but these social channels don't always guarantee results. Blogging is one of the most effective ways of catching people's attention.
Marketers want to know all about this content marketing strategy. In 2013, 58 percent of marketers were blogging and 62 percent wanted to learn more about it. Additionally, 66 percent planned on increasing blogging activities.
While blogging is a powerful form of marketing, it needs substance and variety. Mashable suggested offering a mix of leadership articles and guest topics, research and analysis-based pieces, light-hearted material and advice columns. It's less about selling the company's products and more about conveying the industry's culture and trends. With a range of angles, B2B marketers will be able to reach a wider audience and engage individuals with captivating blog posts.
One of the most beneficial parts of maintaining a blog is ranking high in search results – search engine optimization practices are key. Keyword analysis tools, such as Raventools, Google Adwords and Wordtracker, will help marketers know which search terms are most important and enjoy a healthy return on investment.