Blog for your existing clients first

Photograph of Milton Gustafson Enjoying the Conversation at the Reception in Room 105 for the Conference on Research and Historical Geography, 1971

At heart, blogging in B2B needs to provide value. Readers will trade their time for interesting and valuable content. From a B2B perspective, that valuable content should reinforce your basic product offer.

“Who are you blogging for?”
Off the top of my head, there’s four strong reasons to blog for existing clients first:
  • Makes it easy to think about the specific reader
  • Makes sure that you’re providing valuable content (practical not theoretical)
  • The easiest clients to win are similar to your existing
  • Quick feedback

Makes it easy to think about the specific reader

Blogging is a conversation. The easiest way to write conversationally is to keep someone in mind to have a conversation with. Every line then has a sense check “Would I actually say that to Jess”

Valuable content

Practical content that people can action works well on B2B blogs. Theoretical content goes down like a lead balloon.
By writing for one of your existing clients, it’s an easy sense check: “would Jess find this valuable?”
If you’re not in the habit of sending theoretical emails to clients, I’d recommend you don’t get into the habit of posting theoretical blog posts.

The easiest clients to win are similar to your existing

As you’re growing your business, you’re faced with a large array of prospects and leads. You will win some and you will lose many. The prospects you’re most likely to win are those that are most similar to your existing clients. Why? Because you’ve built your existing business and knowledge base catering to those clients.
Focusing on existing clients (rather than theoretical new leads), actually gives you the best potential to pick up new business. The people interested in your content are also self selecting as those most likely to buy.

Quick feedback

The best way to build a powerful blog over time is lots of feedback. You need to hear what’s really working and what readers are secretly hating. For feedback to be effective it needs to be quick. You’re already talking to your clients once a day, or week, or month. There’s no better time to ask for passing feedback.
– Steve @ TLP

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