Why Your B2B Blogging Isn't Working

Author

Marguerite Inscoe: Consultant & Fractional CMO

Despite what you might think about the title of this article, I'm not recommending sensationalism to make your blog posts more attractive. But you are welcome to use the tactic every once in a while to keep things interesting (smiles).

The lack of a well-defined audience is the most likely reason your company’s blog posts aren’t getting read. The content is generically broad, requiring the reader to translate it into his own context. It obvious the writer is saying what she wants to say instead of sharing what she knows her readers would find helpful.

Business prospects don’t have time for that.

Of course, there are many other reasons for the lack of exposure besides the one I just mentioned, but they are secondary in nature. Meaning, if you are not distinctly relevant, distribution is a waste of time.

So what’s the solution? Well constructed buyer personas. They make it much easier to build effective marketing and sales content.

Don’t groan on me now. Either you’ve heard of buyer personas before and don’t want to bother with it. Or, it’s a newer concept and just another thing on your plate.

(If you do have good buyer personas, use them correctly for producing content, and still have issues with visibility, contact me.)

Back to the lack of buyer personas.

Perhaps you lack the information needed to create buyer personas, and that's why it hasn't happened. There could be internal constraints too. It takes a bit of time to work through the details, agree on the target personas, and you want buy-in from team members. However, when you do the work, communication gets a lot easier and more meaningful with the team and prospects.

Let me warn you, even with a template (which just below) things can get tricky. You might discover you don’t know as much about your buyers and their influencers as you thought you did. But that's easy to solve when you’ve got a plan.

So without further adieu, here’s an introduction to creating a buyer persona for your B2B company. You can download an example and template here.