B2B marketing needs to take advantage of traditional approaches like blogging

When you start sifting through the online literature, you’ll see right away there are as many different trends emerging only to fade away and then, in some cases, reemerge again when it comes to online advertising in general and content strategy specifically.

The point here is you’ve got to have your marketing people do the right research and go about things the right way so that your business can rest assured they’re getting the most bang for their buck. Whether you’re leaning toward video marketing when you see YouTube is monetizing over 2 billion video views per week globally and think that’s the way to go or more toward the money that’s waiting in mobile applications and the possibilities when you hear that the FDA has recently cleared a Radiology Diagnostics app.

However, there is a simpler method that entails taking advantage of more traditional approaches for optimal results in the B2B marketing world, like blogging. Still blogging is like any of the other techniques you might use in that you need a clearly defined strategy to be successful.  First off you need to put the horse squarely in front of the cart and define your objectives.

One of those objectives needs to be a clear delineation of the sources that you will use since that will define your credibility in your client’s eyes. There are several choices here including the leadership of your firm or higher ranking sales people and /or professionals from the industry and guest writers.  

Make no mistake about the viability of blogging either and try to ignore what you hear about its imminent demise. Consider that while teenagers working their own blogs have halved since 2006, and adults aged 18-33 who blog have also seen a modest decline,  blogging’s popularity increased among most older generations and the rates rose  from 11% in late 2008 to 14% in 2010.  When you’re looking at any viable content strategy, you can’t afford to overlook that demographic.