The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Six Formats for B2B blogging
Posted on July 22nd 2011
If you are planning a blogging strategy for your B2B marketing or running a company blog, one of the biggest challenges you face is asking your colleagues to write blog posts. And when you do that, one of the most common questions you get to hear is – ‘So what should I blog about?’
This question is not always easy to answer. After all how are you supposed to know what the other person should blog! But the problem that your colleagues are facing is obvious. A hectic day to day schedule often does not leave much time to blog for the company and even if they are determined to create a post, thinking of the right topic is always a challenge for people who are not frequent bloggers.
Since a lot of companies must be facing similar problems, I thought it might be a good idea to create a blog styling guide to help people get an idea of various B2B blogging formats that they can explore.
However, please see that blogging is a way to socially express yourself and there can be no universal template. Hence please feel free to explore your own formats / styles to write articles. But if you are looking for ideas to write blog post or to suggest post to others, this style guide is for you.
What formats can you write:
A) Research - In this blogging format you share your research on certain topics and come up with a conclusion. Such types of posts make more sense when your job involves a lot of research. You can dig into a particular subject and come out with trends and insights. Here you can also talk about best practices in a particular domain, best examples of certain things etc
For example you can see a research post on benchmark examples of B2B Facebook landing pages, a research post on how banks and financial institutions are using social media, 20 examples of F-Commerce beyond F-Stores and my post on how world’s top brands are adopting social media
B) How to-s - This is a format where you are educating or teaching somebody how to solve a particular problem. This very post belongs to the same category. Such blogs become very easy to write when you work on new problems
C) Share - In this format you start with sharing something thought provoking - a video / excerpt of another blog post / picture / podcast and add your opinion on top of it. This kind of format in increasingly becoming popular with bloggers since it is short in size and comes as an outcome of your daily research
For example see this blog post from 37 signals where the writer is sharing a video and adding his opinions on top of it, Kaushal Sarda’s post where he shares videos on designing next generation cameras
D) Documentation of ideas or upcoming projects – Many companies believe in open research, i.e. they believe in sharing their ideas and thoughts with the community. These companies believe in the philosophy that sharing emerging ideas with the community aids in making them better.
If you are a part of such a company and are working on a new idea, it is good to document and blog about it. Apart from the obvious benefits it brings as an added blog post, documenting your thoughts helps you clear them in your head and provides a ready reference you can hit back.
As examples, see Gauravonomics post on his idea of a novel and a complimenting social game and my post on how thought leadership in B2B companies can be gamified
E) Opinions - Your thoughts on a popular subject or trending topic etc. You can use various listening tools like Alterian SM2, Radian 6 or even Twitter to see what is trending in your areas of expertise.
F) Cases and learning: You handled some situations in a project and learnt something valuable; hence you are documenting it, so that others in the company / community can learn. As an example you can see this post on learnings from Amazon outage – building fault tolerant systems on cloud
G) Any other format - there are actually many other possible formats / structures. If you use any other format - add to the thread.