Why Lack of Strategy Will Kill Your B2B Blog

by Jennifer Beever on July 31, 2014

JumpBlogging drives traffic to websites and generates leads. So, hey, let’s jump in and do this. Right?


To succeed in blogging (and in the bigger universe of content marketing), you need a strategy. Your strategy must identify your target audience(s), your topics, your target keywords, the tone or voice of the blog, frequency of posting, desired results and how you will measure results.

If You Have Multiple Bloggers

Strategy is even more important when you have multiple people blogging. When multiple people contribute to a blog, you’re dealing with different styles, voices, topical knowledge and discipline. Now you need to communicate your strategy with others so that the blog posts adhere to your objective. This requires blog guidelines and an editorial calendar.

Implement Your Blog Strategy

Once you put a blog strategy in place, it’s time to implement and make it happen. In my experience, this is where you find out the real challenges of blogging. Can you keep up with your planned frequency? Are your topics engaging? Are people following the blog? Commenting on and sharing the posts? Do you have the right features set up on the blog? You will probably find that you need to iterate

Analyze the Results of Your Blog Strategy

As you tweak your blog elements to get more and more engagement and (ultimately) conversions, analytics will play a big role. Your strategic plan identified how many followers and how much engagement. Now you need to track the blog’s performance on a regular basis. Where are people coming from? How long do they stay? Do they come back? Report and review the results weekly or monthly, depending on your objectives.

Review and Revise Your Blog Strategy

Now that you’ve started and are analyzing your results, you may find that things change in your industry or in your business that require a change in your blog strategy. You may need to add topics, speak to new audiences or target different keywords. Check your strategy as you go along and target a regular in-depth review of your blog strategy when your review and plan your marketing as a whole.

BTW, you are planning your marketing on a regular basis, aren’t you?

Other posts you might find helpful include:

5 Dangers of an Unorganized Blogging Strategy by Kelly Kranz of Hubspot

Decide How to Structure Your Content Marketing Team by David Booth of Revenify

3 Tools For Managing a Killer Multi-Author Blog by Jason Keath of Social Fresh

Do you want to start a successful blog? Be more successful with an existing blog? Contact Jennifer Beever of New Incite today. She provides strategic planning, implementation and outsource blog writing and management for growing companies.

Photo by m01229 on Flickr. Some Rights Reserved.



How to Write for the Web If You Were Born Before 1965

by Jennifer Beever on July 23, 2014


With the proliferation of the new “content marketing,” writing skills for online marketing are more important than ever. And, if you learned to write before or in the early days of personal computers, you may have some habits that no longer work for today’s online marketing world.

Recently I’ve been working with clients to generate content in the form of blog posts and webpages for their websites. I noticed that for some who were active with computers, software development and the early days of social media would submit documents using all caps, underlined phrases and sentences, and even highlighting words with different colored fonts to emphasize certain points.

I puzzled over this for just a little bit, before I realized that these are the computer and online pioneers. These folks were generating content and messages for others on typewriters and computers before many consumers who use the Internet today were even born. These pioneers were programming in little flashing emoticons and special fonts onto their green screen displays to liven things up. This was cool then, and it’s interesting that emoticons are now embedded in text messaging on phones and in social media.

But there are some things that are no longer necessary and are actually a turnoff for today’s readers (and editors). Here is a list to help content writers who were born before 1965 write better content for online use.

1. There is no need to type two character spaces between sentences.

Those of us who typed our term papers and reports in high school and college were trained to hit the space key twice before the next sentence.  Online that looks awkward; there’s too much room between sentences.  And, if you’re limited on character space as happens with LinkedIn Company Page updates (600 characters) and with Twitter (140 characters), every space counts!

2. ALL CAPS is considered screaming online and in email.

Don’t use all caps to emphasize a point. It’s tempting, but when email was growing in popularity, an etiquette emerged. This became one of the rules. Use bold or italics instead of all caps for emphasis.

3. Underlining words in online content can be confusing. Here’s why.

Today underlined text on a webpage usually indicates that the reader can click on the text and go to a link. So, if you underline your text in online content, the reader can get confused and frustrated when it doesn’t link to anything. Use italics or bold instead. I recommend using italics for one word that you want to emphasize or as the protocol for book and other titles. Use bold for entire sentences or phrases that you want to stand out.

4. Using different font colors can make your text difficult to read, and it’s confusing.

Similar to underlining, a different font color can indicate that the words in the second color are a hyperlink to another page. It’s standard to have one color for normal text (usually black or gray) and a second for hyperlinks (usually blue). Mixing in more colors is a bad design choice. In addition, some colors are hard to read. Older people have a hard time reading red. Yellow is very hard to see on screen and on slide presentations.

These are small changes that make a big difference for editors when you submit new content and to readers when the content is posted. To those of you who have weathered decades in business and are writing content for the web, congratulations! And, please don’t be offended that I’ve singled out people of a certain age. I’m a dinosaur like you. I had to retrain myself to not hit two spaces between every sentence when I typed for online use several years ago! It wasn’t easy!

If you want to get found online through content marketing and social media, contact New Incite today. We provide consulting and outsource marketing services to increase your marketing results.

Photo on Flickr by Kevin Dooley. Some Rights Reserved.



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