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Writing Imaginative Editorial Content for B2B Websites and
BlogsSearch London
24th November 2015
About Me
@AskEmilyHill@WriteMySite
[email protected]/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
[email protected]/EmilyHill1
• Set up Write My Site in 2006:www.writemysite.co.uk
• Launching www.AskEmilyHill.com in 2015
