With so much emphasis on digital marketing and content these days, it is essential that B2B organizations don’t allow their company blogs to become stale. Consistently publishing fresh educational and entertaining articles to your blog can help build brand awareness, drive website visits and increase conversions, provided you’re giving your audience what they want. 

Personalize For Your Target Audience

“Personalization is based on enabling you to get the right information, to the right people, at the right time -- whether that information is email content, a new offer, or an interesting blog post. Generic marketing makes people feel assaulted; personalized marketing makes them feel understood. It differentiates your company as one that cares enough to listen to leads and customers, and deliver the information they want.” Developing detailed buyer personas and conducting surveys with clients past and present can give you valuable insights about what your audience will want to see next.

Cover A Variety Of Relevant Topics

Your company blog should be both educational and entertaining. You’ll want to cover a variety of topics that will be of interest to prospects at each stage of the funnel. While many of these posts should focus on the benefits of your solutions, it is important to include other topics that would be of interest to your target audience. Some examples include humor geared toward a specific industry, social issues, company culture, volunteer work and anything else that is of interest to your target audience.

Repurpose And Renew Old Content

“When you first publish a piece of content, the performance might be average. However, over time, it gains traction and does a little better. When you repurpose that content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it.”  Written blogs can be updated with new findings or statistics, or even turned into videos to reach a wider audience. Having a new writer put their own spin on an older piece can lend a fresh perspective to a topic you may have covered multiple times.

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