Which brings us to the topic of business-to-business (B2B) blogs.
The companies I work with run the full gamut on the blogometer. Some have one or more B2B blogs, others are thinking about starting one. Some started blogs which they've since abandoned, either intentionally or through inaction.
Still others want nothing to do with blogs and perceive the whole concept as a gigantic black vortex eager to suck yet more of their precious time into the ravening maw of the etherworld. But I digress.
Many companies launch B2B blogs because they feel compelled to join the online frenzy of blogs and corollary social media (Twitter, Stumbleupon, Digg, Facebook, and so on). What they didn't do was plan ahead. Now, months or sometimes years into the venture, they've surfaced for air, looked around and realized they have no sense of direction and no way to determine whether or not their B2B blog is useful, valuable, readable, stumble- or tweet-worthy, or contributing to their business.
Ask yourself these key questions. Does your blog promote your company in a carefully considered, strategic manner? Do you have a defined goal for it? Do you have a plan of action that connects it to your business? Do you have an outline of topics that incorporates what's hot now, along with items of lasting relevance?
If you're a typical small business, the answer to at least one of these questions is "No."
B2B blogs (unless they’re purely for “fun” or “attaboys”) should be planned, controlled and targeted in the same manner you'd handle any other core marketing, advertising or promotional tool. In essence, the blog should be an integral part of your overall marketing strategy.
So, how do you build a blog plan? Next time, we’ll demonstrate a simple approach.
________________________________
Related: B2B Blogs
2. Pick a Strategy
3. Generate Topic Ideas
4. Take Action
5. Expand Your Plan
Planning
The Truth about Planning
Painfree Action Planning: Overvew
Painfree Action Planning: Core Elements