Writing Imaginative B2B Editorial Content for Websites and Blogs

Writing Imaginative Editorial Content for B2B Websites and

BlogsSearch London

24th November 2015

About Me

@AskEmilyHill@WriteMySite

emily.hill@writemysite.co.ukslideshare.net/EmilyHill1

• Set up Write My Site in 2006:www.writemysite.co.uk

• Launching www.AskEmilyHill.com in 2015

What is editorial content?

Key questions to ask before writing

B2B editorial content1. Can I justify the investment?

2. Am I too boring?

3. What kind of content should I write?

4. How do I get people to read it?

Key questions to ask before writing

B2B editorial content1. Can I justify the investment?

Start with WHY

Objective: Better online visibility

Websites with blogs …

Receive 55% more traffic than static websites.

They also get:

• 97% more inbound links • 434% more indexed pages

(Hubspot)

Also …

• Adding between 21 and 51 blog posts to your site boosts traffic by up to 30%

• Adding at least 52 blog posts boosts traffic by 77%.

(TrafficGenerationCafe)

Objective: Building Authority/Trust

Of your prospects …

• 63% use white papers to evaluate prospective products and services. (Forbes)

• 78% believe that businesses providing custom content are interested in building good relationships. (TMG Custom Media)

• 90% find custom content useful (TMG Custom Media)

Objective: Lead Generation

Does content generate leads?• Inbound marketing leads convert in 14.6% of

cases vs. 1.7% for outbound marketing. (HubSpot)

• B2B marketers who blog generate 67% more leads than their non-blogging competitors (InsideView)

• Small businesses that blog get 126% more lead growth than small businesses that do not blog (ThinkCreative)

Key questions to ask before writing

B2B editorial content1. Can I justify the investment?

2. Am I too boring?

Solutions to problems are never boring!

5 questions to ask before writing B2B editorial content

1. Can I justify the investment?

2. Am I too boring?

3. What kind of content should I write?

Hint: It’s not about you!

“I’ll write about my brand!”

Your content strategy

Mix of contentBlog articles Interviews/ reviewsWhite papers Case studiesGuides/ Ebooks Curated content

Rehashing: A Warning

Have a voice and an angle!

Does length matter?• There is no difference in the amount of

search traffic generated by longer or shorter posts. (Tomasz Tunguz)

• Blog posts with more than 1,800 words receive the most links from other websites (Moz)

• The ideal blog piece takes 7 minutes to read – c. 1,000 - 1,600 words (Buffer)

• If a blog post is greater than 1,500 words, on average it receives 68.1% more tweets and 22.6% more Facebook likes (Quick Sprout)

Example: White paper

Example: Blog article

Example: Curated content

Key questions to ask before writing

B2B editorial content1. Can I justify the investment?

2. Am I too boring?

3. What kind of content should I write?

4. How do I get people to read it?

A blog about this presentation …

Tip: Say nice things!

About Me

@AskEmilyHill@WriteMySite

emily.hill@writemysite.co.ukslideshare.net/EmilyHill1

• Set up Write My Site in 2006:www.writemysite.co.uk

• Launching www.AskEmilyHill.com in 2015