At this point, you’re already sold on the idea of starting a blog for your business, and using it to move forward with content marketing like 81 percent of B2B organizations are currently doing.
So what’s holding you back from getting started?
You have questions. Lots of them. And so you’re dragging your feet about moving forward with the project, as you don’t want to rush into the process and risk painting your organization in the wrong light. Meanwhile, your competitors are pumping out multiple blog posts per week.
If this describes your situation, I understand what you’re going through. After all, there are a lot of things to consider when starting a blog, such as:
Tone and style: Should your blog be loose and creative, or strictly business? A blog is a direct reflection of your corporate brand, and so it’s vital that your messaging aligns with the image you are trying to create for your company.
Your readers’ needs: What should you even be blogging about? It’s important that you dig into the minds of your customers, and think about why they would be coming to your website as well as the types of questions they would have. This is not easy, and requires crafting individual “buyer personas”—or customer descriptions—in order to make sure you have your readers’ best interests in mind while producing content.
Article length: Should a blog be 150 words, or 1,500 words? As I described in a recent blog post, there’s no magic answer. A blog post can be either short, or long as it all depends on your subject matter, your audience and how they typically access your content. For instance, a 300 word blog post may be more impactful for mobile readers, as it requires less scrolling over a small mobile screen.
Questions also abound about issues like ownership (should your CEO be authoring your blogs, or your marketing staff) and of course daily support. You’ll need to make sure you have the resources in place to produce consistent content on a daily basis, otherwise your blog will suffer.
With an extensive background in journalism having worked at AOL’s Patch.com and New Haven’s “Groove Magazine,” Content Boost’s Digital Content Editor Gerald Baldino certainly has a way with the written word. His right-brain mentality and creative thinking has helped him launch numerous successful content marketing campaigns for his clients. Dubbed “Saint Baldino” for his willingness to help other team members in need, Gerald is an independent author and publisher, and enjoys creating short fiction, poetry and visual art in his spare time. Gerald received his Bachelor of Arts degree from the University of Massachusetts Amherst.
Editor’s Note: This blog originally appeared on the Content Boost Blog and was reposted here with the Author’s permission. To read this post in full, click here.