Chris Brogan writes in a post titled Blog Topics for Business to Business Customers: Writing for business to business readers is only slightly different than how one might approach writing to a business to consumer customer. If you think about it, in both cases, real live human people read both kinds of posts, so they’re still similar.
The differences come from what is covered, and sometimes, how it’s covered. One reason it’s tricky to write B2B content is that it’s sometimes far more dry than a consumer post might be.
He follows with 7 Points to consider:
- Is Your Customer Online
- 10 Sexy Headlines You Can Use Today
- Think Hard About the Customer/User
- Write About Your Customers
- Share the Bad Times
- Respond to Industry Information and Topical News
- Ask Questions and Solicit Input
What Other Factors Should Be Considered?
Chris makes a key point in his opening statement: If you think about it, in both cases, real live human people read both kinds of posts, so they’re still similar.
To this we would add a few points including:
- Businesses don’t blog people do
- Don’t use business language, use people language
- Don’t make promises you can’t keep
- Customers aren’t targets to capture, they are people
- Embed the conversations within the organization
- Don’t Sell, facilitate a conversation
- Create and Deliver What People Are Interested in
- Don’t make the conversation yours, make it theirs
- Make content educational
- Listen a lot, talk less
All of what Chris says and the items we’ve added require more than crafting a strategy and objectives for blogging. The biggest requirement for businesses to win from social media is to adopt the principles internally.
Social media is nothing more than an extension of experiences that people have or are having both personally and professionally. If the experiences aren’t social, or rather people oriented, blogging about them may in fact make matters worse and create the wrong result.
Case In Point
How many businesses are just beginning to feel the wrath of poor customer service, product or service promises unfulfilled and public relations efforts that are anti-social?
In other words, if your culture is anti-social or your service is poor simply blogging won’t make your business social. Socialutions is more than a blog. Make sense?
What say you?