However, Ive found with my team that leveraging our industrys big brands in our blog posts is a great way to keep excitement and interest in the blog. Even better, dropping those big brand names brings in tons of traffic just one of many benefits!
If youre looking to get better results from your B2B business blog, check out these six ways you can do so. Its time to start using your industrys power players to achieve success!
1. Create associations with big brands.
Its critical that you associate your small business with the big boys. Lets say your business is accounting and bookkeeping. Everyone already knows about Ernst & Young, KPMG, and Deloitte. So, why arent you blogging about these household names?
By creating unique case studies about these brands, you automatically create associations in the mind of your reader between you and these accounting powerhouses. Also, reach out to these big brands on Twitter and through other social media platforms. When people see you interacting with these brands, theyll come to see you in the same light!
2. We know the brand. Make your point.
Also, as you write your blog posts about these big brands, keep in mind that you have a certain advantage Your audience already knows who Deloitte is (or whatever brand/industry youre writing about). Theres no need to go into the companys history or describe what it is that they do.
Skip all the introductory work you would have to do if you were writing about a small company, and get straight to the point. Blog posts with bite-sized takeaways are much easier to read, and much more likely to be shared.
3. Leverage your connection through social media.
When youre ready to send that blog post out into the world, make sure you connect through social media with the big brands youre writing about. My writers have received tweets from Nordstrom, blog comments from General Motors, and much more, all because of social media integration.
You basically want to wave a flag over at the B2B company youre mentioning in your blog post. Sure, they could find you through Google or their reputation management software, but why not make it easy, and increase the odds of being heard?
One minor note: When you name drop big businesses on Twitter, prepare for the wave of spam bots that will follow you. No big deal just dont be surprised when it happens.
4. You cannot possibly be too specific.
Really. Every small B2B business owner knows about the leading software programs like SalesForce and SEOmoz. As a result, we all have learned a good deal about them rather inadvertently. If youre going to blog about these or other major B2B companies, make sure your blog posts are specific.
If youre writing about a public company, dig up all the financial information that you can through EDGAR (part of the U.S. Securities and Exchange Commission). Or, cite some resources found in gated case studies done by your competitors.
Whatever you do, be specific!
5. Dont let competition affect the quality of your content.
Its important to remember that youre leveraging big businesses. They arent necessarily your competitors. Dont let fear of losing a client ever hold you back from blogging about a big business or sharing a big businesss content.
When you blog about a big business/competitor, youre not writing free ad copy for them. Rather, youre demonstrating your knowledge and expertise about the industry. Your readers will recognize this, and appreciate it.
6. Be nice.
Its always important to be nice, but please pay special attention to what you write when blogging about the big businesses in your industry. You never know who might want to partner with you or buy you out in the future. Dont let a derogatory blog post from your past haunt you.
Theres nothing wrong with gently pointing out how something could be improved upon. Just make sure that youre not railing a competitor over what you consider to be a flaw.
How else will you leverage big brands to grow your B2B company blog?