B2B Blogs | 2. Pick a Strategy

Your B2B blog should be an integral part of your overall marketing strategy. This means it should add value, create demand, solve problems and inform customers.

It should systematically and regularly tackle topics that build the most important segments of your business. (Yes, that means you must have a handle on your business.)

In Part 1, we took a quick look at the necessity of having a plan for your B2B blog. Our goal today is to start that process.

Let's keep it simple. This easy strategy will help you rough out a plan for a new blog or wrestle to the mat an existing blog that's out of control.

Let's say, for example, your business has three distinct product/service lines:
Product Line 1 = 60% of total revenues
Product Line 2 = 25% of total revenues
Product Line 3 = 15% of total revenues
If you blog once a week for the next three months, that's roughly 12 posts. Allocate those posts as follows:
Product Line 1 = 7 posts (roughly 60%)
Product Line 2 = 3 posts (25%)
Product Line 3 = 2 posts (roughly 15%)
The pie chart above shows what that might look like. Multiply your three-month plan times four, and you have a broad 12-month strategy in place. This simple approach parallels your primary product/service areas and reflects revenue drivers.

That was pretty easy, wasn't it? Are we done? No, but at least we've taken the first steps toward creating a functional, targeted B2B blog action plan.

There are other approaches that would work equally well. This one has the advantage of being fast and easy, so you can begin thinking about how to populate your B2B blog with business-building content. Next time, we’ll take a look at how you can spin this simple strategy into a list of relevant blog topics.

Related: B2B Blogs
1. Do You Have a Plan?
3. Generate Topic Ideas
4. Take Action
5. Expand Your Plan

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