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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