A blog helps attract qualified traffic to a website and promote the expertise of your business. This should not be overlooked, and this is even more the case in B2B because beyond communicating about products and services through a company’s main site, a blog allows you to talk about issues and needs of its customers.
It therefore makes it possible to position a site on larger queries at the SEO level but also to highlight the skills of a company through the production of quality content. In this context, a B2B content strategy is therefore integrated into a more global inbound marketing strategy…
But what would a content strategy be without an editorial line to guide actions? We provide you in this article with all the tips to help you define the editorial line of your B2B blog.
What is an editorial line?
The editorial line is the foundation of your communication, the basis of any content marketing strategy. This is the direction you want your blog to go.
It is in a way she who will legitimize your blog. Indeed, by carefully determining your editorial line and therefore the subjects to be covered on your corporate blog and by establishing a certain consistency in your publications, you will quickly be recognized for your expertise on said subjects.
Not defining the editorial line of your blog could therefore lead you to deal with various and varied subjects and therefore to go in all directions.
But it won’t help you become legitimate in the eyes of your readers. Indeed, they will have the impression that you can talk about everything (admittedly, this is not a bad point!) But that you are not an expert in anything… And expertise is what Internet users are looking for. Through your blog posts.
When we talk about defining an editorial line, it is also about determining how you will address your target. This corresponds, among other things, to the tone that you will use in your blog posts. The editorial line is also the one that makes it possible to stand out from the competition!
If you want to be distinguished from your main competitors, you must personalize your editorial line, so that it suits you and above all, that it corresponds to your business. Thus, it also helps strengthen the brand image and credibility of your business.
Your editorial line must also and above all ensure to improve the referencing of your website and to improve the relationship you have with your (future) customers through the distribution of quality content.
How to define an editorial line?
The definition of an editorial line goes through 5 mandatory steps:
Study the environment in order to define an angle of attack
The first step to follow is that of studying the market in which you operate. Among other things, do your competitors use a business blog? What topics do they cover?
Are the subjects numerous enough, and the problems of buyers personas too? This step is not really part of the definition of your editorial line, but it is still to be carried out upstream of any decisions relating to your future editorial line.
You are not the only ones on the market: more and more companies are developing a blog in order to establish their legitimacy and to present themselves as an expert in their field.
You must therefore make sure you understand what is currently being done in terms of content in order to follow the trend but also to stand out by bringing added value to your blog for your prospects. By studying the environment, you can then define your angle of attack in order to differentiate yourself from the competition.
Define the goals you want to achieve
Today, more and more companies have a blog. You don’t have to develop one to follow the trend but to achieve clear goals that you will have set for yourself in advance!
So, you have to ask yourself what will this corporate blog do for you: what goals do you want to achieve?
Achieve better search engine ranking and generate more leads? Create a community around your business? Share your expertise? Have you recognized professionally? Attract new customers? Talk about your products and / or services?
Be careful, depending on the goal (s) you set for yourself, you will not address readers in the same way. In addition, the purpose you have chosen for your blog will subsequently be decisive in the choice of content to write.
Set a tone for your blog posts
The style you use for your blog posts should be consistent with the communication style you already use, on your website for example. This style should be defined when developing your editorial line.
You should then ask yourself the right questions in order to create harmony between your blog and your other communication media. For example, are you going to use formal or formal in your articles? Are you going to use a direct or indirect style?
These points are to be considered at the beginnings of the definition of your editorial line. In a B2B blog, it is strongly recommended not to use “trendy” language. Although it works and is often used in B2C, it could make you lose credibility in the eyes of your potential customers in a B2B context.
Define the target of your blog and your buyer’s personas
A good content seeks above all to answer the problems of your readers. Indeed, even if your goal is to improve your SEO, you must please your target before you please search engines, and therefore be interested in them. In the case of a B2B blog, the target of an editorial line corresponds to buyers personas, usually identified from the start of your activity.
Your buyer’s personas must be the center of your attention and that of your editorial line. Knowing your buyers personas will allow you to write content related to their issues. For that, take an interest in their behavior, their motivations, their brakes, their needs, their age, their pains …
Do everything to seduce them, and know how to adopt the best way to communicate with them, by speaking their language,
Define the topics to be covered in your articles
Then comes the time to determine in your editorial line the topics to be covered in your future blog posts. Don’t limit yourself to those that are directly relevant to your business and broaden your topics to your industry, or even related business areas if you think this can generate quality leads for your business.
You will then need to create several sections and organize your content in order to demonstrate your expertise in different areas. Here are different types of content that you can write on your corporate blog: customer testimonials, customer cases, current affairs, interviews with experts in the field, tips and best practices…
Set up your editorial line
After having defined the editorial line of your blog, it is a question of putting it in place.
This implementation begins first with a watch in order to target popular themes, those that Internet users (and more specifically your buyer’s personas) are looking for on search engines. For this, you can use software to analyze the traffic generated by a given subject through their URLs.
You will then determine a blog post topic based on the most traffic generated. You can also make a list of articles that you think are interesting to cover in order to prepare your future blog articles.
As for the writing of the articles, it is a question of determining whether you are able to internalize it or if you should use external providers. If, within your own team, you have a collaborator with a writing pen, you may consider entrusting them with this assignment if they have time to devote to it.
You can also have recourse to the recruitment of a content manager, who will already know the best practices of web writing. On the other hand, if you do not have sufficient resources, you can then call on freelance writers or even a digital marketing agency with a specialization in content writing.
You will also have to, at the same time, define the means and supports for your blog in order to be consistent in your editorial line.
That is to say, you will need to designate a person in charge of managing and running the blog (posting articles online, publishing on social networks, organizing the blog, etc.) as well as the media on which you want to distribute your articles so that they generate maximum traffic.
Social networks are the preferred media for relaying blog articles. But, depending on your activity, the networks on which you decide to communicate will not be the same. In the case of a B2B company like marina seeds, professional networks will be privileged to the detriment of Facebook or Instagram.
Creating your accounts and sharing your blog articles on LinkedIn, Google+ or Twitter will then allow you to reach your target more directly in B2B.
Finally, a good editorial line should define the frequency of publication on your blog as well as an editorial schedule.
Publishing content regularly allows you to maintain permanent contact with your target audience, especially when you post this content on social networks. The editorial schedule will allow you and your employees to have an overview of the content you are going to publish.
As you will have understood through this article, defining the editorial line of your B2B blog is necessary in order to be consistent with the image you already convey to your customers.
This is the editorial line that will guide you throughout the implementation of your content strategy.
The editorial line is in a way the necessary foundation for your content strategy. Through your blog and your editorial line, you must seduce your potential customers by offering them high added value content. Getting started with developing a business blog doesn’t have to be a trend.
Indeed, it is something that requires means and substantial resources if you want your blog to allow you to achieve the goals you have set for yourself. So take the time to think about it.