PPC expert takes the stand.
“Your Honour, within the past year, 50% of our marketing spend went to on-page SEO—keyword research and blog writing—I never said a word. But as we can see, things have changed.
SEO is no longer what it used to be. Search engines now use featured snippets to pop answers.
Not to mention the millions of people using generative AI (ChatGPT and the like) to summarize the internet.
Subtract these numbers… and the people that ACTUALLY read blogs; ASSUMING. OUR. POST. RANKS. ONE. ON. GOOGLE. (slams fists)
Judge: calm down or you’ll be held in…
CALM DOWN!? Well, the number doesn’t add up. Either these so-called B2B blog advocates want to run us dry or they know something they are not telling. Either way, THEY’VE GOT SOME EXPLAINING TO DO.
Judge: Order. ORDER IN THE COURT.
SEOs wag their eyes; knowing the messy middle theory and how keyword optimization helps users find brands wouldn’t hold much water here.
In defense, they push a blog writer to the stand:
Hey! Go defend yourself. After all, on-page optimization is just one aspect of our job; we’ve got bigger fish to fry.
Judge: over to you, blog writer. State your case. How are blogs any good on our marketing spend?
A shy B2B writer known to have created 1000+ blogs and optimized over a million dollars in revenue takes the stand. With a courteous smile, he places his shaky hands on the Bible:
“I solemnly swear to tell the truth, the whole truth, and nothing but the truth. So help me God!”
Alright, I’ll give you three points. But before that, know that I’m not a big fan of using blogs as tools for SEO… Even if the better half of my career says otherwise.
Keyword optimization strips our writing of the bare essentials of good prose and keeps us creating content for bots. Hence the truism “B2B blogs are boring.”
Also, if anyone here believes that without keyword optimization and other on-page SEO practice, B2B blogs won’t generate income, I can tell you for a fact; that’s a BIG FAT lie.
SEO is simply a distribution strategy for organic search. A way to get found by Google. A damn good one, but NOT THE ONLY ONE. (more on this later)
For now, My key points!
Win Leads Without the Sales-y Outlook
People dont like being told what to do, myself included. But I do fancy a good’ol give-and-take relationship; a fair exchange where no one feels cheated.
Sales copy is sales-y. Too pushy. The one time I fell for a sales copy, I felt cheated. And never again have I budged… maybe I will someday, but not today.
You see, blogs are different. You’re not trying to persuade or compel anyone, you’re simply telling what is, the way it is.
Readers don’t raise their sleazy-marketer-wants-my-money flag when reading your blog. Instead, they remain open to ideas, ever-willing to go with the flow.
At face value, blogs rarely look like lead magnets, and that’s because their direct impact on marketing spend can’t be measured.
However, every skilled marketer knows that when it comes to collecting emails, getting people to sign up, or creating awareness about a brand, nothing brings home the bacon better than a series of thoughtful blogs.
Build Empathy & Win Hearts Too
A blog is for more than winning leads. You can talk to people’s deepest desires and win hearts, too.
Years ago, I didn’t think this to be true because, YES, B2B blogs are quite rigid, executed strictly by the books.
But as time will have it, a first-hand experience made me believe otherwise.
My thought-shifting experience came when creating a B2B blog about creativity and advertising.
I got excited, and, you know, flow happened; these lines came about:
“Creativity is not always about creating humorous content out of trendy topics. Sometimes, you need to step back and address issues affecting underrepresented groups in the workplace.
For Indeed’s ‘New beginning commercial,’ what spun their creative wheel was the need to help nonbinary individuals add their pronouns in their profile and gracefully approach interviews with heads held high.
Inspiration comes in different ways. But the best ideas come when you address topics you’re passionate about. If, like Indeed, you stand as a genuine LGBTQ+ ally or feel a burning desire to elevate marginalized voices, invest in ideas that speak to the soul.”
A review I got:
“This paragraph is amazing; writing style – top-notch, and extremely emotionally touching tone of voice. Great job!”
My point is, B2B blogging done right strikes an empathetic chord that can help people and businesses connect deeply.
Blogs keep us in touch with our humanity. They highlight our everyday desire to be better, seen, and acknowledged—not just as businesses and professionals, but as humans; people with dreams, goals, and flaws.
Accentuate Your Message with A True Voice
Generic B2B blogs—AI content saturates the internet. It’s moving at a rapid pace and it doesn’t seem like it will hit the brakes anytime soon.
Thankfully, for the sake of evolution—and probably mother nature’s love for this habitable plane—people have developed an instinct for valuable content… Professionals KNOW VALUE when they see it.
This might make you wonder if VALUE is not just another generic term. No! It’s not.
By value, I mean your life-long experience laced with your brand’s goal; your wins and heartbreaks, ordeals and breakthroughs, fears and failures weaved into your brand’s message.
Or sometimes—and probably the reason for freelance writers like myself😇—value can mean the tangibility of experience; using the true voice of a skilled professional to educate your audience.
Readers love an insightful blog served with personality; it makes it easy for them to put a face to the brand and… ultimately, when push comes to shove, reciprocate in kind. Because why not? Family is everything—and a good blog keeps a brand sounding like one.
💡Finally, I’ll leave you with this, on-page SEO has its perks, but it’s not the be-all and end-all of B2B blogging. Blogs, on their own (without the SEO hack), are powerful marketing tools; maybe it’s high time we found a new distribution strategy.
Thank you. I rest my case.
WALKS OUT OF THE COURT.
- Software Comparison: The Definitive Guide - 28/12/2023
- Factual Vs. Opinion-based Software Reviews: Which Converts Best? - 11/10/2023
- Is Writesonic Any Good for SaaS Content Writers? - 09/10/2023
It’s really a cool and helpful piece of info. I am glad that you shared this helpful information with us. Please stay us up to date like this. Thanks for sharing.
With havin so much content do you ever run into any problems of plagorism or copyright violation? My website has a lot of completely unique content I’ve either written myself or outsourced but it appears a lot of it is popping it up all over the internet without my permission. Do you know any ways to help protect against content from being stolen? I’d really appreciate it.
A person essentially help to make seriously articles I would state. This is the first time I frequented your web page and thus far? I surprised with the research you made to create this particular publish extraordinary. Magnificent job!
Keep working ,splendid job!
Everything is very open and very clear explanation of issues. was truly information. Your website is very useful. Thanks for sharing.
Thank you for another great article. Where else could anyone get that type of information in such a perfect way of writing? I have a presentation next week, and I am on the look for such info.
Thank you for sharing with us, I think this website truly stands out : D.
Have you ever considered creating an ebook or guest authoring on other sites? I have a blog centered on the same ideas you discuss and would really like to have you share some stories/information. I know my visitors would enjoy your work. If you are even remotely interested, feel free to send me an e-mail.
Just desire to say your article is as amazing. The clearness to your post is simply spectacular and i can suppose you are knowledgeable on this subject. Fine with your permission allow me to clutch your RSS feed to keep updated with drawing close post. Thanks a million and please carry on the rewarding work.
Hello! This is my 1st comment here so I just wanted to give a quick shout out and say I genuinely enjoy reading your articles. Can you suggest any other blogs/websites/forums that cover the same topics? Thank you so much!
You are my breathing in, I possess few blogs and rarely run out from brand :). “The soul that is within me no man can degrade.” by Frederick Douglas.
It¦s actually a nice and useful piece of info. I am glad that you just shared this helpful information with us. Please keep us informed like this. Thanks for sharing.
I visited a lot of website but I conceive this one has got something extra in it in it
I’d have to examine with you here. Which is not one thing I usually do! I take pleasure in reading a post that may make folks think. Additionally, thanks for permitting me to comment!
Im not certain where you are getting your info, however good topic. I must spend some time learning much more or working out more. Thank you for magnificent info I used to be in search of this information for my mission.
Thank you, I have recently been looking for info approximately this topic for a long time and yours is the best I’ve came upon till now. However, what in regards to the conclusion? Are you certain in regards to the supply?
Howdy! I know this is kinda off topic but I was wondering which blog platform are you using for this site? I’m getting sick and tired of WordPress because I’ve had issues with hackers and I’m looking at options for another platform. I would be great if you could point me in the direction of a good platform.
I as well believe thence, perfectly composed post! .
Hello.This article was extremely remarkable, particularly since I was browsing for thoughts on this issue last Tuesday.
Nice read, I just passed this onto a colleague who was doing some research on that. And he just bought me lunch as I found it for him smile So let me rephrase that: Thanks for lunch! “Remember It is 10 times harder to command the ear than to catch the eye.” by Duncan Maxwell Anderson.
Thanks for the sensible critique. Me & my neighbor were just preparing to do some research on this. We got a grab a book from our area library but I think I learned more from this post. I am very glad to see such fantastic info being shared freely out there.
Its excellent as your other posts : D, thanks for putting up.
Hey there! I know this is kinda off topic but I was wondering which blog platform are you using for this site? I’m getting tired of WordPress because I’ve had issues with hackers and I’m looking at options for another platform. I would be awesome if you could point me in the direction of a good platform.
I think this is one of the most vital information for me. And i’m glad reading your article. But should remark on some general things, The website style is great, the articles is really nice : D. Good job, cheers
Hey there! Would you mind if I share your blog with my twitter group? There’s a lot of people that I think would really enjoy your content. Please let me know. Thanks
manuscripts underwent in the Middle
I’m impressed, I must say. Really hardly ever do I encounter a weblog that’s each educative and entertaining, and let me let you know, you have hit the nail on the head. Your concept is excellent; the problem is one thing that not sufficient individuals are talking intelligently about. I am very completely satisfied that I stumbled throughout this in my seek for one thing referring to this.
Lottery Defeater is an automated, plug-and-plug lottery-winning software.
I will right away clutch your rss as I can not to find your e-mail subscription link or e-newsletter service. Do you’ve any? Kindly let me realize in order that I may subscribe. Thanks.
Excellent blog here! Also your web site loads up fast! What web host are you using? Can I get your affiliate link to your host? I wish my web site loaded up as fast as yours lol
I envy your piece of work, appreciate it for all the interesting articles.
Hi! Do you know if they make any plugins to help with SEO? I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good results. If you know of any please share. Thanks!
I conceive you have remarked some very interesting details, thanks for the post.
My spouse and i have been really peaceful that Edward managed to carry out his research from the ideas he gained using your web page. It’s not at all simplistic to just continually be giving for free secrets and techniques most people may have been trying to sell. Therefore we do understand we need the website owner to thank for that. Those illustrations you’ve made, the simple website navigation, the friendships you assist to foster – it’s everything superb, and it is making our son in addition to us reckon that that subject is thrilling, and that’s particularly indispensable. Thank you for the whole thing!
What is Java Burn? Java Burn, an innovative weight loss supplement, is poised to transform our perception of fat loss.
I wish to express my appreciation to this writer just for rescuing me from this type of incident. Because of checking throughout the search engines and meeting proposals that were not productive, I believed my life was well over. Existing without the strategies to the difficulties you’ve resolved by way of your entire blog post is a crucial case, as well as ones which may have in a wrong way damaged my entire career if I had not encountered your site. Your actual understanding and kindness in taking care of every part was invaluable. I don’t know what I would have done if I had not encountered such a step like this. I’m able to at this moment relish my future. Thanks a lot so much for the professional and effective guide. I won’t think twice to propose your blog to anyone who needs and wants assistance about this area.
Lottery Defeater: What Is It? A software tool called Lottery Defeater was created to raise the odds of winning lottery tickets.
I’ve been exploring for a little bit for any high-quality articles or blog posts on this sort of space . Exploring in Yahoo I at last stumbled upon this website. Reading this information So i am happy to convey that I have a very excellent uncanny feeling I discovered just what I needed. I so much for sure will make certain to don’t forget this web site and provides it a look on a relentless basis.
Today, I went to the beach with my kids. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is totally off topic but I had to tell someone!
You are a very bright individual!
I truly enjoy reading on this website, it holds superb content. “One should die proudly when it is no longer possible to live proudly.” by Friedrich Wilhelm Nietzsche.
There is clearly a bunch to identify about this. I think you made various good points in features also.
I enjoy the efforts you have put in this, regards for all the great articles.
Hi my friend! I wish to say that this post is amazing, nice written and include approximately all vital infos. I’d like to see more posts like this.
Thanks for this fantastic post, I am glad I noticed this website on yahoo.
Prodentim is the most recent dental health product. It helps to maintain healthy gums by using an ingredient that dentists at ProDentim UK developed.
hello!,I love your writing very a lot! share we communicate more about your post on AOL? I require an expert in this area to unravel my problem. May be that is you! Looking ahead to see you.
Very interesting subject, thank you for putting up.
I am not sure where you are getting your info, but great topic. I needs to spend some time learning more or understanding more. Thanks for wonderful information I was looking for this information for my mission.
Terrific work! This is the type of info that should be shared around the web. Shame on Google for not positioning this post higher! Come on over and visit my website . Thanks =)
Howdy! I’m at work surfing around your blog from my new iphone 4! Just wanted to say I love reading through your blog and look forward to all your posts! Keep up the fantastic work!
I like this web site because so much utile stuff on here : D.
Great blog here! Also your site loads up fast! What web host are you using? Can I get your affiliate link to your host? I wish my site loaded up as quickly as yours lol
I have been reading out a few of your posts and i must say nice stuff. I will definitely bookmark your website.
Would love to incessantly get updated great web blog! .
It’s really a great and helpful piece of information. I’m glad that you shared this helpful info with us. Please keep us informed like this. Thanks for sharing.
The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.
Well I definitely liked reading it. This article provided by you is very helpful for accurate planning.
I enjoy your piece of work, thanks for all the great blog posts.
Hi there, I discovered your website via Google even as looking for a similar topic, your site came up, it appears good. I have bookmarked it in my google bookmarks.
Awesome blog! Do you have any recommendations for aspiring writers? I’m planning to start my own website soon but I’m a little lost on everything. Would you advise starting with a free platform like WordPress or go for a paid option? There are so many options out there that I’m totally overwhelmed .. Any ideas? Bless you!
Well I sincerely enjoyed reading it. This article procured by you is very constructive for accurate planning.
Terrific work! This is the type of information that should be shared around the web. Shame on Google for not positioning this post higher! Come on over and visit my web site . Thanks =)
I’m no longer certain the place you are getting your info, but great topic. I must spend some time finding out more or understanding more. Thank you for great info I was searching for this information for my mission.
I like this post, enjoyed this one appreciate it for putting up.
I like the helpful information you provide in your articles. I’ll bookmark your blog and check again here regularly. I’m quite certain I will learn many new stuff right here! Good luck for the next!
hello!,I really like your writing very so much! percentage we keep in touch extra about your post on AOL? I need an expert on this house to resolve my problem. Maybe that’s you! Looking ahead to see you.
Definitely, what a splendid site and illuminating posts, I will bookmark your site.Best Regards!
Very interesting topic, thankyou for posting.
I was recommended this blog by my cousin. I’m not sure whether this post is written by him as no one else know such detailed about my problem. You’re wonderful! Thanks!
Excellent read, I just passed this onto a friend who was doing a little research on that. And he just bought me lunch because I found it for him smile Thus let me rephrase that: Thanks for lunch!
Everything is very open and very clear explanation of issues. was truly information. Your website is very useful. Thanks for sharing.
Hey! Someone in my Myspace group shared this site with us so I came to give it a look. I’m definitely loving the information. I’m book-marking and will be tweeting this to my followers! Excellent blog and excellent style and design.
You have remarked very interesting points! ps nice web site.
I conceive this site has some really excellent information for everyone :D. “Do not go where the path may lead, go instead where there is no path and leave a trail.” by Ralph Waldo Emerson.
I precisely had to thank you so much once more. I am not sure what I would’ve handled in the absence of the actual tricks documented by you relating to that field. It became a very challenging situation in my view, nevertheless noticing a new professional style you resolved it made me to leap over joy. Now i am grateful for this guidance and thus pray you find out what a powerful job you happen to be getting into educating the mediocre ones through the use of your web page. I am sure you’ve never come across all of us.
I am constantly browsing online for tips that can benefit me. Thx!
This site is known as a walk-by way of for all the information you wished about this and didn’t know who to ask. Glimpse here, and you’ll undoubtedly uncover it.
I’m curious to find out what blog system you’re working with? I’m experiencing some small security issues with my latest blog and I would like to find something more risk-free. Do you have any recommendations?
I am always searching online for articles that can aid me. Thanks!
Hello There. I found your blog the use of msn. That is an extremely neatly written article. I will make sure to bookmark it and come back to read more of your useful information. Thanks for the post. I’ll certainly comeback.
Yay google is my king helped me to find this outstanding internet site! .
Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point. You clearly know what youre talking about, why waste your intelligence on just posting videos to your weblog when you could be giving us something enlightening to read?
This web site is really a walk-through for all of the info you wanted about this and didn’t know who to ask. Glimpse here, and you’ll definitely discover it.
Some really excellent blog posts on this site, regards for contribution. “A man with a new idea is a crank — until the idea succeeds.” by Mark Twain.
After research just a few of the weblog posts in your website now, and I actually like your means of blogging. I bookmarked it to my bookmark web site listing and might be checking back soon. Pls take a look at my web site as properly and let me know what you think.
I do like the manner in which you have framed this situation and it really does provide me a lot of fodder for consideration. Nonetheless, because of what precisely I have personally seen, I basically hope as the actual reviews stack on that people remain on issue and don’t get started upon a soap box of some other news du jour. Yet, thank you for this outstanding piece and even though I can not really go along with this in totality, I value the point of view.
Good V I should definitely pronounce, impressed with your web site. I had no trouble navigating through all tabs and related info ended up being truly simple to do to access. I recently found what I hoped for before you know it at all. Quite unusual. Is likely to appreciate it for those who add forums or anything, web site theme . a tones way for your client to communicate. Excellent task..
I am not very great with English but I line up this really easygoing to read .
An fascinating dialogue is value comment. I feel that it’s best to write more on this matter, it won’t be a taboo topic but typically individuals are not sufficient to talk on such topics. To the next. Cheers