It was one of Social Media Examiner’s Expert Friday sessions. I challenged myself to attend it despite the last day of the work week lethargy.
But it was worth it!
Michael Stelzner of Social Media Examiner answered blogging questions from the floor and I had my fair share of asking him some questions, right in the last few minutes, before the host closes the session.
Here are the relevant points discussed.
1. One should begin by blogging 2-3 times a week, then gradually increase it to 6 times a week. To capture different audience, you may need to post more. For example, Mashable has about 26 posts a day.
2. You can add widgets on WordPress. E.g. Facebook html code. You can put the code in your sidebar.
3. Best time to publish a blog is in the early morning.
4. Stay current with the trend, for example, use a holiday theme during the holiday seasons.
5. Strategy for posting blogs during the week: Place the best article on Monday and Tuesday. Social Media Examiner’s strategy: Tuesday (strongest article), Monday, Wednesday (other normal priority articles). Post fun topics on Friday (e.g. book reviews, interviews, etc.)
6. WordPress is optimised for search. This is what Google said. WordPress is designed for search.
7. Place important keywords in the title and the actual URL. If you are using an all-in-one SEO plug-in, this will send your title to Google.
8. Front load keywords to the URL to give weight to search. Adjust the permalink if needed. E.g. Title: Ways to enhance page with facebook timeline. You can change the permalink to Timeline Guide – 15 tips. It will make it easier for people to share the link. Because it’s easier to remember?
9. Encourage commenting on the blog (e.g. B2B blog) by first doing a test. Most people will never comment. But you must always put a relevant question at the bottom of the post, and reward the users with a reply, when they have commented.
10. Social buttons must be big and visible. I personally love the ones he had on his site and also all the call-to-action he has. It’s hard to miss these buttons.
11. There is no ideal length of blog posts, but you need to have bullets and graphics to attract readers, and break the monotony.
This is where he answered my question:
Q: What kinds of posts are great for B2B blogging for a company in manufacturing?
Michael said that he is a B2B blogger himself, and his advice is to write posts that “showcase your knowledge“, for example, from his own experience, a post on “How to do an expert interview”.
Look at who you are trying to target; Figure out what they are interested in.
A: Examples of posts that we can do:
1. Review on trade articles
2. Review on technical books
3. How to do certain things…”What engineers think about”
4. Current events in the automotive industry etc. Cover what’s going on in the industry.
Respect people. Answer negative comments without coming into a public debate.
How do you decide a topic to write? Analyse the page users, engagement, comments and metrics.
The one ingredient for a viral post – Numbers. e.g. “5 ways to..” This “number list” style has worked for Michael and he strongly recommends it.
My one other question which he didn’t get to answer is ” How do you influence a B2B company to use social media?”
Perhaps you can help me answer this question?