You probably already know it is important to have a blog. You have likely heard a lot of content telling you that a blog is everything when it comes to brand recognition, authority and social sharing. Blogs bring in new leads and then cultivate those leads towards conversion and loyal customer status.
But, you might not know what to fill your blog with. Writing about just any topic is not going to captivate and cultivate in the way you want. You need to have topics that show you are informed, centered on the customer experience and on top of the latest trends.
HubSpot has reported that companies blogging consistently increase their web traffic by 55% and see 74% more leads than those who are not blogging. The more relevant your words, the better these statistics will apply to you.
Discovering these important blog topics is not magic or luck of the draw, it is sitting right in your B2B data. Getting great ideas for your blog depends on how good you are analyzing your data.
Utilize Buyer Personas
If you haven’t already created your buyer personas, it is something you will want to do. A buyer persona helps you analyze your existing best customers so you can appeal to similar ideal customers in the future. A buyer persona will look at what job titles and responsibilities your customers have, what demographics they fall into, what they focus on outside of the workplace, what business pains they have and more. You will want to understand the motivations and buying habits of your best customers, honing in on your target audience to target more appropriately.
Segment Your List
Email marketing shouldn’t be a one-size-fits-all solution for your contact list. You will always have customers sitting at different points in the sales funnel. You will also have customers that are frequent buyers, long time buyers, brand advocates, new converts and more. If you aren’t segmenting your contacts based on your B2B data, then you are missing out on a lot of opportunities to really appeal on a personal level with your contacts.
Look for Overarching Trends
Your data might tell you other important things about your best buyers. Look into what your customers have in common, like job titles in their company, industry and company size. Figure out what trends are common in your lists to write about the topics that matter to your audience. If you have the ability, you might consider narrowing down your list segments to even deal with specific B2B data trends you’ve found for when you are writing to appeal to a specific upper management position or industry. A VP of Sales with a department store is going to be interested in very different topics than a sales executive at a tech company.
Target Your Content
B2B prospects have reported that they find content targeted to their job descriptions valuable (67%) and 82% said they valued content that was targeted to their industry, according to MarketingSherpa. This means that writing your content to specifically appeal to your best buyers will increase your customer base and improve the likelihood of getting more shares through social media.