Another great Friday lunchtime Webinar from HupSpot today. A group of us at Fusework Studios assembled to continue learning and improving our blogging skills. This time the topic was 5 Tips for Advanced B2B Business Blogging. The presenter for this session was Rick Burnes, Inbound Marketing Manager and frequent blog contributor at HupSpot. If you are interested in viewing the full presentation, I would encourage you to check out HubSpot Marketing Webinar Archives and download the 5 Tips for Advanced B2B Business Blogging presentation video and slides here. As always, HubSpot delivered plenty of useful information. I would like to share a few things that stood out to me.
Rick was very up front and set the stage for his presentation. He stated that this presentation would not cover the basics of a blog such as selecting a blogging software or the steps involved in setting up a blog. This was a more “advanced” presentation on how to effectively utilize your blog after it has been set up.
He stressed the importance of varying your blog posts. Blog subscribers do not want to read about the same thing every day. They do not always have 30 minutes to devote to your blog. Sometimes only including text can seem boring. You must change it up. Include video occasionally, mix up your short posts and long posts, and keep in mind that you do not always have to write as if you are a Nobel Prize winner.
Rick used an effective food analogy to illustrate this. Sometimes your everyday blog posts should be short and routine like eating Raisin Bran in the morning. Other times you will want to put a lot of time, pictures, and links in them to make it really sweet like a cake. And sometimes you just want to be spicy and controversial like Tabasco sauce. These were just a few of the analogies he used. Download the full presentation to read the other food analogies for effective blogging.
During the entire Webinar participants were able to follow and ask questions via Twitter. The interaction on Twitter generated the question, “How do I get an old school CEO to see the value in blogging for our business?” Rick admitted this is hard to do, but reminded all of us that it just takes time. Ask someone who hasn’t quite come around on blogging how they make their purchasing decisions. Do they react to TV ads? Do they purchase because of radio commercials? Or do they do reasearch and read reviews online to make intelligent purchasing decisions? Most people that surf the web regularly are inclined to do their homework online before making a purchase, especially a big one. Just think about it. It makes total sense. You want to know first hand how real people are benefiting or not benefiting from using a product or service. This was the simple, most straight forward exercise to recommend to non-believers. Thank you to Rick for pointing it out!
We at Fusework Studios sent in a TwitPic during the Webinar which was noticed and Re-Tweeted by Rick and Ellie at Hubspot.
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Nice post Derek! In response to your video when you were talking about ‘old school CEO’s’ not embracing blogging. I always say ‘if you don’t believe it will work then you shouldn’t do it’ Why would you do it if you don’t believe it will work? There are a lot of success stories out there, but some people are just ‘old school’ and still don’t get it. If a prospect falls into that category, my advice would be to simply move on.
Thanks for the advice. I agree with you on that. I think the context in which the Webinar participant was mostly concerned was with the internal battle. Meaning this employee saw the benefit to blogging, but their boss didn’t. And when you are stuck at a job with a CEO that doesn’t understand it can be quite a struggle.
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