You can’t write, you don’t have anything interesting to say and you don’t have an audience anyways…so why should your small, B2B company have a blog? Fear not! There are several very good reasons, and there are also good solutions available for your B2B firm’s blogging problems. Nevermind the fact that if you’re passionate and knowledgeable about what you do, these things likely aren’t true in the first place; all you need is some direction, which is easy to implement with a little effort.
First, remember that you don’t have to do the blogging yourself. Look at it this way: you pay people to handle all kinds of administrative and marketing tasks, and blogging is no different. A good SEO and social media agency can blog for you on a monthly, weekly, bi-weekly or even daily basis to keep your audience engaged and your website content fresh with the keywords you want to be found for in searches; if they do that second task well, it can help you achieve higher search engine rankings – and since your name is on the blog, you get all the credit. Why wouldn’t you want that?
Second, don’t be so quick to write off your value in the blogosphere. As long as you have a business, you have information to share. How-to articles, checklists, FAQs…there are so many ways you can share that information with your audience in blog posts. When you tackle your audience’s questions or provide them the information they need to complete a task, you move much closer to closing a sale with them, because now you have something they want: answers.
Perhaps, like many business owners who are new to “this whole blogging thing,” you worry that someone who does not have a background in your industry does not have the ability to blog about it. When you hire a social media agency to blog for you, they should employ bloggers who are capable of doing the research necessary to write informative, accurate and engaging blog posts for you. Many agency bloggers are very successful at this.
This isn’t to say that the business owner’s role is “hands off” at this point. Even with a social media agency’s help, B2B firms with blogs need to have a vested interest in their blogs’ tone, accuracy and industry relevance and effectively communicate these points to their respective marketing companies. Remember too, if at any point you are unhappy with your marketing agency’s work, you can 1.) try making suggestions for future blog post topics, 2.) provide them with resources for accurate information about your industry, 3.) share your customers’ concerns with your social media firm as possible topics to write about, or 4.) simply find a better agency to work with. Don’t let one bad apple spoil the whole bunch when it comes to trusting your blog to a social media agency.