B2B Corporate Blogging

How To Set Up a B2B Corporate Blog… The Right Way

I recently read a blog post on “How To Set Up a B2B Corporate Blog,” but thought a more appropriate title for the post should be, “4 Ways To Start a B2B Corporate Blog.”  Jeffrey Cohen offers 4 different ways B2B corporations can set up a blog, but I wanted to expand on his post and offer my opinion as it relates to the “The Right Way” to set up a B2B corporate blog.

This post is not going to get into technical aspects of setting up a B2B Corporate Blog or which blogging software to use, rather, my personal opinion on how to set up a B2B Corporate Blog the Right Way.

Questions B2B companies need to ask before setting up their B2B corporate blog:

1)  How much time/resources can we commit to a corporate blog?
2)  What is the goal of the corporate blog? (For example, Lead generation, Branding?)

How To Set Up a B2B Corporate Blog The Right Way

1.  ALWAYS have at least 1 B2B corporate blog on your corporate domain either in a sub domain (blog.site.com) or sub-directory (site.com/blog). Why? Each blog post written is another web page for Google to index.  It is important to continually add web pages to your B2B Corporate domain and one easy way to do that is to blog.  If a corporation is thinking about blogging but using another domain as the blog BEFORE setting up a blog on the corporate domain, I would not recommend that as a best-practice.

2.  Use a Keyword Phrase in the Sub-domain or the page slug for the Blog. For Example, instead of having “blog” as the keyword used in the URL, add a keyword phrase relevant to your business in the URL.  If my company originates loans for corporations, I may title my blog, “Corporate Loan Origination Blog” (CorporateLoanOriginationBlog.site.com or site.com/Corporate-Loan-Origination-Blog).  Adding a keyword phrase relevant to your business increases the relevancy of your website and on-page SEO.

3.  After your B2B Corporate Blog is set up in either a sub-domain or sub-directory on your Corporate Domain and you are having success, it is then and only then that I would consider creating another website with a keyword focus as a second Blog, perhaps with a strategic focus.  Blogging takes time, effort and resources.  The best way to build the authority of your corporate domain is to add web pages continually to that domain and increase the quality and quantity of inbound links to that particular domain.  Once the authority of your B2B corporate domain is built up, then companies should consider other options, like keyword focused web sites as a blog.

If you enjoyed this post, you may want to learn about “Creating a B2B Social Media Marketing Strategy.”

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  • EricWerner

    Ryan –

    Do you have any thoughts on whether a sub-directory or sub-domain is better for a b2b blog?

    Great looking blog – I'm using Thesis too.. it's so smart.

  • http://rbeale.com RBeale

    Hi Eric,

    Thanks for stopping by! I do not think one is better than the other. The point I am trying to make is that a blog set up in a sub-directory or sub-domain is still giving credit to the B2B Corporation's domain as opposed to having wordpress.com or blogspot blog where the credit goes there. I will ask some friends of mine who are a bit more technical and see what they think about sub-directory versus sub-domain and I'll do a follow up post to answer your question.

    Thanks again! Thesis Rocks. What is your URL?

  • EricWerner

    That's a great point to stay away from wordpress or blogspot unless you don't have the means. I'm recommending that our company blog go on a directory so it has been on my mind, but I've seen endless debate about the directory/subdomain question.

    Great that we're getting the news out that businesses need blogs – even if they are not selling shoes or sharpies the blog does so much. We've had so much push back from clients who think that 'legitimate' businesses don't use blogs.

    Glad to see you're doing well. I'm at http://www.atlantaclickadvisor.com

  • Anonymous

    Ryan –

    Do you have any thoughts on whether a sub-directory or sub-domain is better for a b2b blog?

    Great looking blog – I’m using Thesis too.. it’s so smart.

    • http://rbeale.com RBeale

      Hi Eric,

      Thanks for stopping by! I do not think one is better than the other. The point I am trying to make is that a blog set up in a sub-directory or sub-domain is still giving credit to the B2B Corporation’s domain as opposed to having wordpress.com or blogspot blog where the credit goes there. I will ask some friends of mine who are a bit more technical and see what they think about sub-directory versus sub-domain and I’ll do a follow up post to answer your question.

      Thanks again! Thesis Rocks. What is your URL?

      • Anonymous

        That’s a great point to stay away from wordpress or blogspot unless you don’t have the means. I’m recommending that our company blog go on a directory so it has been on my mind, but I’ve seen endless debate about the directory/subdomain question.

        Great that we’re getting the news out that businesses need blogs – even if they are not selling shoes or sharpies the blog does so much. We’ve had so much push back from clients who think that ‘legitimate’ businesses don’t use blogs.

        Glad to see you’re doing well. I’m at http://www.atlantaclickadvisor.com

  • EricWerner

    Ryan –

    Do you have any thoughts on whether a sub-directory or sub-domain is better for a b2b blog?

    Great looking blog – I'm using Thesis too.. it's so smart.

  • http://rbeale.com RBeale

    Hi Eric,

    Thanks for stopping by! I do not think one is better than the other. The point I am trying to make is that a blog set up in a sub-directory or sub-domain is still giving credit to the B2B Corporation's domain as opposed to having wordpress.com or blogspot blog where the credit goes there. I will ask some friends of mine who are a bit more technical and see what they think about sub-directory versus sub-domain and I'll do a follow up post to answer your question.

    Thanks again! Thesis Rocks. What is your URL?

  • EricWerner

    That's a great point to stay away from wordpress or blogspot unless you don't have the means. I'm recommending that our company blog go on a directory so it has been on my mind, but I've seen endless debate about the directory/subdomain question.

    Great that we're getting the news out that businesses need blogs – even if they are not selling shoes or sharpies the blog does so much. We've had so much push back from clients who think that 'legitimate' businesses don't use blogs.

    Glad to see you're doing well. I'm at http://www.atlantaclickadvisor.com

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  • http://3rdpartyblog.com/ Rich Hill

    You offer great B2B advice and information. Having a corporate blog is an absolute must for all businesses large and small.

    Blogs are dynamic, and by constantly updating content makes your company blog a favorite with the search engines for the keywords chosen.

    Thanks for a great post, good content and high traffic equals income.

    • http://rbeale.com RBeale

      Thanks for stopping by, Rich! Glad you enjoyed the article.

  • http://3rdpartyblog.com/ Rich Hill

    You offer great B2B advice and information. Having a corporate blog is an absolute must for all businesses large and small.

    Blogs are dynamic, and by constantly updating content makes your company blog a favorite with the search engines for the keywords chosen.

    Thanks for a great post, good content and high traffic equals income.

  • http://rbeale.com RBeale

    Thanks for stopping by, Rich! Glad you enjoyed the article.

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