A Forrester Research report shows that the number of new B2B Blogs fell sharply in 2007 when compared to 2006. This was because of low results and greater than expected effort. But this doesn’t mean B2B blogging doesn’t work, it means the way B2B blogging is being done isn’t working.

According to Forrester Research, the problem is that B2B corporate blogs failed to energize their intended audience and they read like “tired, warmed-over press releases.”

So what are the answers to make these corporate blogs successful? The answer is simply to give the readers information and opinions that they want to read, written in an exciting and energetic style.

1. Topic: Choose subjects that interest or fascinate your targeted reader. What information is your targeted customer searching for? Stay with leading edge, latest news and current trends. What does the future hold?
2. Passion: For successful B2B blogging, businesses need to “hire smart, passionate people.” These should be people who love their jobs, are proud of what they do and be allowed to blog with contagious enthusiasm.
3. Style: Write in a way that intrigues and engages the reader. Be mysterious with posting titles so that you entice the reader to want to learn more. Write with personality and make your blog posts fun to read.
4. Be brief: Blogs are not the place to discuss subjects at great length. Studies have shown that blog readers will read up to 300 words. If you write a 700 word blog, readers will still only read up to 300 words.

This entry was posted on Friday, August 29th, 2008 at 5:26 am and is filed under Blog Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.