Pipeline Generation BLog

Inbound Lead Generation: Improving Your B2B Sales and Marketing Blogs

Posted by Michael Damphousse
b2b sales and marketing blogs paul pierceYou want to talk about improvements? You know what needed improvement? The Boston Celtics, that's who. If you're a fan of basketball, or maybe even a fan of rivalries, maybe you, like me, watched the Boston Celtics crumble last Thursday night (June 17th). Two storied franchises, the Los Angeles Lakers and the Boston Celtics, both vying for the NBA Championship in a Game 7 match. Winner takes all, losers go home with their heads hanging low. For Celtics fan, it was a great game - up until the 3rd quarter. Spoiler alerts here, folks: The Celtics blew it. The Lakers tied the game and then went up and never looked back. It was a bad night for the Bean's Green, and their play in the 4th quarter certainly needed improvement -- minute by minute improvement -- constant improvement.

What about your B2B sales and marketing blog, though? I read 20-40 of them a day, do they need improvement? Are you on the verge of "blowing it" and driving prospects to competitors, or losing your industry leader status? Chances are, it could use some constant tweaking (I'm speaking to myself, too). Here are three ways, as we head into the second half of 2010, that you can improve your B2B sales and marketing blog:

  1. Revisit your blog's goals - When you first started writing your blog, you had a goal in mind. Maybe it was to establish your organization as a thought leader, maybe it was to bring awareness of your services or solutions, and more than likely, it was to create interest in your prospect audience. Somewhere along the line, maybe you've moved from one of those goals to another. That's not a bad thing, but maybe you've confused your audience. Go back and revisit what you intended to do when you first started. If that goal is still a worthwhile pursuit, resolve yourself to stick with it. If not, make the changes necessary to make your blog into what you want it to be.  In my case, I had two goals, and I'm sticking to them: establish a leadership role in the b2b demand gen space (demand gen blog tag here), and to promote without being too self serving, the appointment setting and outbound marketing services offered by Green Leads.  Not to mention SEO and Lead Generation.

  2. Write from a place of passion - This one really should go without saying. If you've lost passion for writing about your services or solutions, it's time to pass the torch onto someone else who may have some. That doesn't mean you can't pick it back up later when your batteries are recharged, but if you're not excited about what your writing about, neither will your audience be excited to read it. If you've got a "corporate" type blog, look for someone else who may have an interest in writing and encourage them to share their talents. And keep the passion regular -- be it once per week, or twice a day, maintain your article publishing consistency.

  3. Don't be afraid to stir the pot - While I don't necessarily subscribe to the belief that nice guys finish last, I do believe that nice guys are free to disagree with whomever they want, and then blog about it. The following two controversy articles were two of my highest traffic articles to date:

        Web Leads: Pounce, Pause, Nurture or Wait
        Lead Generation Tips: Take a 3 Hour Lunch

    What I'm getting at here is that you shouldn't be afraid to use your blog to disagree with ideas or create controversial ones. It's a great way to get some good dialogue going with your audience. Remember, there's a good way to go about airing controversy, and there's a wrong way. We're all adults and professionals, so let's act like it.  Don't hurt your brand.

What are some of the ways you go about improving your blog?

*Photo Credit: The Game Is On via Flickr