Marketers today are more savvy in content marketing than ever. In fact, 76% of B2B content marketers indicate that their brand already own a corporate blog. But the content beast is insatiable: “Lack of time” and “producing enough content” are top challenges that content marketers contend with, according to a MarketingProfs and Content Marketing Institute study.
This predicament is something I’m very familiar with. As part of a small social media team for a B2B software company, one of the many things that really keep me up at night is how to grow our company’s blog. This challenge is partly about engaging and relevant content: How do you consistently produce content that your target audience will love? But on the other hand, it’s also about distribution: How do you increase readership and attract the right people?
The good news is that we don’t have to reinvent the wheel every time. Many B2B corporate blogs are already doing well. If you’re looking for some great examples, consider the following:
About Marketo Marketing blog: Marketo, a marketing automation software company, keeps a steady stream of blog posts. In most weeks, they produce 4 to 5 quality blog posts, which is no easy feat.
What you can learn from Marketo:
- Make it easy for people to subscribe. If you look at the right hand side of the Marketo blog, you’ll see a persistent form that invites people to sign up.
- Invite people to stay longer. Share a list of your blog’s most shared posts to get people to access your hottest content.
- Keep it fun! Marketo occasionally publish fun—but still relevant—blog posts. To see an example, check out their post on the 17 Signs You Eat, Sleep, and Breathe Social Media.