A few months ago, Jessica Simpson (no, not that Jessica Simpson) approached me to do a sponsored web conference for her company, ConferencePlus. I liked her vision. She was focused on developing a series of content that would help her customers with some tactics that were outside of the core products and services that her she and her team currently provide.
Thus, the idea for B2B Blogging 101: How to Use Your Blog to Drive Traffic to Your Online Event was born. The event will take place tomorrow and is completely free for you to sign up. In full disclosure, I’m getting paid a little money by ConferencePlus for my time in designing the content and presenting.
With that said, if you’re trying to figure out how to make a B2B blog work for your business, here’s why I think you should register to attend:
- We’ll start with some business blogging basics like the anatomy of a blog, a breakdown of some of the CMS platform options and the case for on why B2B businesses should consider blogging
- We’ll explore two main genres of B2B business blogs and the advantages and disadvantages to each approach
- We’ll talk about how to get started building out a targeted keyword strategy with terms and phrases that will draw the right audience to your blog presence, as well as some of the tools that are available for you to use
- We’ll dive into some tips and tricks for creating relevant content with the right frequency it will take to move the needle. For the purpose of this web conference, we’ll focus on how to best use a blog to drive registrants to your online event.
- We’ll cover some basic strategy, tactics and tools for distributing your blog content through social media outposts in a way that will drive inbound traffic to your blog
- We’ll discuss the process of using your keyword strategy and WISIWIG tools to optimize your blog with keyword-rich copy and metadata so that, over time, search engines will index your content
- Finally, we’ll cover a few ways that you can convert your blog readers into registrants and attendees for your online events
Some of the case study examples you will see will see come from my own experience in blogging here at NateRiggs.com. Others include tips and tricks I’ve picked up over the years from blogs like ProBlogger, HubSpot, Michael Hyatt and a slew of others I follow.
My Background in B2B Blogging
I first started business blogging around 2007 when I worked for a technology start-up, called BestTransport. The blog was co-authored by Bob Parsley (my boss) and myself, and it was a valuable learning experience. Prior to that, in 2006, I had dabbled in WordPress, building out a simple personal blog as a tool to keep my extended family updated on pictures and happenings around my wife’s pregnancy and the birth of our son, Kaden. Back in those days, WordPress was a shadow of what it is today. The open source movement was just gaining momentum and things like widgets and plugins were still fairly clunky. At times, it was frustrating to use.
Around late 2007, I started this blog (as ChasingChange) on Google’s Blogger platform, with the goal of using it to help my efforts in B2B business development for Young Isaac. But a funny thing happened. I got hooked. After year one, I migrated my content back to WordPress, on a suggestion from Jake Stoops (he blogs at Agent-SEO). Widgets and plugins had improved to the point where it just made sense. I had started to out grow the functionality that Blogger provided and needed a CMS that would allow me to dive deeper into search optimization and do more in terms of content variety and visitor conversion.
Today, my blog gets somewhere between 3,000 to 4,000 unique monthly visitors on average. While my Feedburner subscriptions tell me that I have around 125 subscribers, my repeat traffic numbers in Google Analytics are showing that about 1,200-1,300 of you come back on a regular basis (Thank you, by the way. I’m glad you read!). As it stands today, my own contact form generates somewhere around 3-5 new leads per month, with about half of that number being qualified and sales ready leads for the consulting and speaking services I offer. Almost 100% of my business is focused on B2B companies.
Are they bigger blogs out there that are doing better? Sure. Is my blog serving my needs as a B2B consultant? I would say so. Can I still improve, tweak and adjust for better results? Absolutely. Business blogging is a dynamic process rooted in continuous improvement.
Want to Learn How To Move the Needle with a B2B Blog?
Over the past few years, I’ve learned this medium and how to make it work pretty well for B2B objectives. While I’ll always be learning, I have things I want to teach you so that you too can find ways to apply blogging in your business. Tomorrow’s web conference with ConferencePlus is a chance for you to get insights, tips, tricks and tools that help you take your blog up a notch and drive attendees to your online event. It’s FREE to attend and will last about an hour.
What do you say? Will you register for the event?
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