socialauthority

Does Blogging Still Matter
With so many B2Bs on the #blog wagon, can our team still benefit from a blog?
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Top Votes
Robin Scharpf
Let's kick this off with Q1: with everyone #blogging, is it still worthwhile for our #b2b team to #blog?
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Jerry Overton
more than ever, i think. i run an agile #datascience team and blog posts are a regular deliverable.
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Paul Krappman
#Blogging is the one #social tool that allows you to provide real, in-depth info & analysis to your followers
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Mimi Murray Meagher
A1: Absloutely worthwile for #b2b to #blog!
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Jerry Overton
i often make top #b2b connections through good #blogs: my company-> me-> blogs -> experts -> their company
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Profitecture
A1: #Blogs give businesses a way to tell their stories.
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Paul Krappman
@JerryAOverton How often are you posting?
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Paul Gillin
Do is for SEO if for no other reason.
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Brian Gilb
Still relevant for gathering online traffic for #B2B
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Paul Krappman
@pgillin Great point.
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Jerry Overton
@PaulKrappman about 1x/mo externally, about 1x/week internally to the enterprise
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Profitecture
A1: So true, @JerryAOverton and guest blogging is good to get in front of your audience and boost your SEO in a cost-effective way.
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Paul Gillin
HubSpot research has shown that once a week is optimal. There is actually no significant benefit from blogging more often than that.
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Jerry Overton
@pgillin cool. do you have a link to the research handy?
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Mimi Murray Meagher
@JerryAOverton I so often think external, internal is good also!
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Jerry Overton
@MeagherMimi many times, it's better than powerpoint, because you get long running digital conversations started.
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Paul Gillin
@JerryAOverton Actually, the latest research shows that 2-3 times per week is optimal. This is different from a couple of years ago. http://blog.hubspot....
Robin Scharpf
Let's dig in to @JerryAOverton answer about internal vs external #blog. Why internal blog?
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Profitecture
To keep team members informed and excited as they are the best advocates for the company.
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Brian Gilb
This can be more technical and increase the awareness of your team
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Jerry Overton
its an easy way to start long running digital conversations in the company.
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Paul Gillin
Much more interactive and personal than email.
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Robin Scharpf
Who are ideal contributors to internal #blog?
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Profitecture
@JerryAOverton I like when the blog author keeps the conversation going in the comments.
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Paul Krappman
@JerryAOverton That's interesting. Do you find any issues with #shortattentionspan?
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Jerry Overton
@Profitecture what are best practices in getting people to post comments?
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Mimi Murray Meagher
Building engagement internally. Do you then leverage internal expertice for your external blog?
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Profitecture
@JerryAOverton Using provocative questions, for one.
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Brian Gilb
Have a question at the end of your blog that evokes them to provide feedback.
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Paul Gillin
@JerryAOverton I really like that point. Conversations should be ongoing and open. Another strike against email.
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Jerry Overton
@PaulKrappman no the opposite. conversations go on and on because people can join on their own schedule
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Profitecture
@JerryAOverton A company needs to have a culture of honesty and transparency if you want people to share openly.
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Jerry Overton
@Profitecture yes! and that's a big barrier to blogging in general. people have to get used to public conversations.
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Paul Krappman
.@JerryAOverton I suppose you also end up with a self-filtering community so the quality of comments is higher?
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Jerry Overton
@PaulKrappman yes and you get a wealth of ideas and connections. ideas lead to more ideas and people actually start volunteering for things!
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Paul Krappman
@JerryAOverton "People actually start volunteering for things!?" Now there's the magic bullet! #b2b
Robin Scharpf
Q3: Who are ideal contributors for a #b2b #blog?
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Jerry Overton
techies. a blog post is a very effective way to pick up new tech skills-- learn in bite sized chunks
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Mimi Murray Meagher
A3: Often times it's marketers, but they should leverage #SME's for #B2B #Blog
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Paul Gillin
Subject matter experts (tech folks) and top execs.
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Brian Gilb
Past clients that can help showcase how effective the blog and the host company is. Helps to get more potential business.
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Profitecture
A3: Customers, clients, your CEO & subject matter experts. Anyone who can tell a story about your company. #blog
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Paul Krappman
A3: .@pgillin tells a great story about @indium – all of their engineers keep a blog. Huge success.
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Robin Scharpf
Agree @MeagherMimi! Too often marketers own #blog; they should feature more sellers, engineers and other #smes
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Paul Krappman
.@IBM uses a series of meta-blogs that have content from @ibmpartners, influencers & IBMrs
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Jerry Overton
presenters. blogs are great companions to public presentations: drive interest from the prez into offline digital conversation.
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Profitecture
A3: If your product/service is technical, get your tech folks talking with others in techy forums like @Spiceworks
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Paul Gillin
@PaulKrappman I spoke to Indium a few months ago. They have so many leads that their focus has turned to quality rather than quantity.
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Paul Gillin
@GilbBrian Yes, guest posts by customers are great when you can get them. Case studies are also good material.
Robin Scharpf
Q4: What does the future of #blogging look like for #b2b?
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Brian Gilb
Places like #Tumblr will have more reach for #B2B
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Paul Krappman
We have already seen blogs become ubiquitous in #b2b, but format will continue to accelerate to rich media posts.
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Brian Gilb
The #LinkedIn Pulse seems to be more of the platform for blogging now. I see more #B2B blogging moving there as well
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Profitecture
A4: Video blogging! How-to demos, videos are easy ways to showcase products and services.
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Robin Scharpf
.@PaulKrappman are you suggesting the reader's experience will evolve for #blog?
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Jerry Overton
#blogging as innovation catalyst: "outside in" is a powerful way to xform a company. #blog posts jumpstart the process.
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Paul Krappman
Yes. The written word is being slowly subordinated to rich media-based posts.
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Mimi Murray Meagher
A4: Leverage your #B2B #Blog on various networks...is #periscope the new #Blog?
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Paul Gillin
I think shared platforms will become more influential. I'm impressed at how effective the LinkedIn publishing platform is.
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Profitecture
A4: Agree with @GilbBrian about shorter form content being more popular in the future and @PaulKrappman about visuals.
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Brian Gilb
@MeagherMimi #Vlogging is a bit of a different beast.
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Mimi Murray Meagher
@pgillin I love the LinkedIn publishing platform!
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Paul Gillin
Anyone run across any great ideas to get subject matter experts involved?
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Jerry Overton
@pgillin i have blogs posted in so many places. how do you manage platform sprawl?
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Paul Krappman
@pgillin Incentive$...Leads that develop from a #blog post gets them a spiff if a deal closes. #b2b
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Robin Scharpf
.@pgillin incentives and setting expectations are needed to get SMEs engaged in #blog
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Robin Scharpf
Some #sme's love blogging, but usually a small % so add'l incentives necessary.
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Paul Gillin
@JerryAOverton Are they all your own blogs? If so, consider consolidating them, exporting the entries and importing them into one place.
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Jerry Overton
i think many SMEs would engage just for the luv of it...if they get proper cover from management.