There's no denying that content marketing, which has gained significant traction over the last five years, is becoming increasingly important to businesses across all industries.

Marketers have found that investing in owned media (e.g., corporate website, blog, or microsite) is crucial to a company's long-term success in content marketing.

One type of owned media—the blog—is among the top 5 content marketing tactics used by B2B marketers, according to a recent study by MarketingProfs and the Content Marketing Institute.

But what does it take to launch and sustain a successful business blog?

At Curata, we conducted a survey of 428 marketers to answer that question. Our analysis focused on the best-practices and tactics of bloggers with 10,000+ month visitors, identified as the "10K Club."

Careful assessment of that group—including interviews and survey data analysis—revealed that the following six attributes have been crucial to the success of the 10K Club.

1. Gain executive support and investment

It is critical that a company's CMO recognize the importance of content marketing to drive pipeline growth.

Equally critical is that the CMO be prepared to invest in the creation and marketing of a business blog as part of a broader content marketing strategy.

Some 56% of marketers in the 10K club are hiring additional resources for their blog, whereas only 24% of companies with <1,000 pageviews per month are doing so.

2. Create a blogging strategy

As part of a basic blogging strategy you should identify...

  • Who your audience is
  • What your objectives will be
  • What type of content you'll create and curate for your blog
  • How you'll align with both corporate and business units' campaigns

(Note: Parallel with the planned content, you should continue to publish reactive, random acts of content as the need arises.)

A key success factor exhibited by the 10K Club is providing shared services and infrastructure for the rest of the organization to contribute to the company blog.

Some 80% of 10K Club bloggers have established a Center of Excellence (CoE) team to enable other teams across their organizations to ensure their participation.

The CoE team oversees key responsibilities related to the business blogging strategy, such as providing...

  • A blogging code of conduct
  •  Guidelines for engagement
  •  Design, editorial, and writing staff
  •  Best-practices

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Six Crucial Attributes of a Successful Business Blog

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ABOUT THE AUTHOR

image of Michael Gerard

Michael Gerard is the CMO at curation and content marketing solution Curata, where he is responsible for marketing strategy and related activities. He has over 25 years of marketing and sales experience.

LinkedIn: Michael Gerard

Twitter: @michaelgerard