Managing a big blog without experience - help lol

[HurrDurr]

Hello (BH) world,

I have just been hired at a tech company as a marketing manager and would love some of your input.

Let's get to the point.
Most of the traffic to the site is organic from it's blog - the site has around 500 pages and averages 10k monthly visitors.
However, most of the revenue comes from different sources and B2B sales.

Here are my concerns:

1. About half of the total traffic comes from 1-3 articles. These articles are only somewhat related to the company's main products, so the traffic is not super warm. I fear that these articles might get deranked or lose volume over time. How could I avoid this? (considering that these make up so much of the site's traffic I am worried about editing or updating them)

2. Revenue is made from selling the tech products, however, website sales make up a tiny fraction of the pie. Most of the money is made from B2B sales. How can I develop the blog, so that it attracts more B2B leads?

3. We publish actually high quality content - new ideas, downloadable resources, etc. However, this takes time so we average only 2 articles every month. We also accept guest posts twice a month (these are still very high quality and related to our brand but understandably not as valuable as we don't tailor them to our products). So it comes out to one article per week. Is this acceptable frequency?

4. Our presence in the socials is minimal - is focusing on Linkedin content creation worth it? My idea is that it would further decrease our output on the blog but maybe attract some more wormer leads. Is this realistic?

If you have any other ideas or thoughts about managing an established blog, please let me know.

Thanks!

 

[IM Dude]

If the blog is not already making b2b sales from leads, you are basically starting from a very tittle head start, if not from scratch.
So
1) capture leads
2) try to convert then to b2b sales
If you can't then start by creating a content strategy with the aim of capturing leads and converting them to b2b sales.

 

[1SEOWarrior]

About half of the total traffic comes from 1-3 articles

Until now this is the most concerning thing.

Yes, concern regarding the traffic drop is legitimate and it happens a lot in the organic industry.

Try to target more keyboards related to your business and that attracts B2b clients.

Etc.

 

[achiever2011]

Do you charge for guest posts ? The main aim is to increase the sales through posts on website instead of income with small methods like charging for guest posts.

 

[KevinKemp]

Hello (BH) world,

I have just been hired at a tech company as a marketing manager and would love some of your input.

Let's get to the point.
Most of the traffic to the site is organic from it's blog - the site has around 500 pages and averages 10k monthly visitors.
However, most of the revenue comes from different sources and B2B sales.

Here are my concerns:

1. About half of the total traffic comes from 1-3 articles. These articles are only somewhat related to the company's main products, so the traffic is not super warm. I fear that these articles might get deranked or lose volume over time. How could I avoid this? (considering that these make up so much of the site's traffic I am worried about editing or updating them)

2. Revenue is made from selling the tech products, however, website sales make up a tiny fraction of the pie. Most of the money is made from B2B sales. How can I develop the blog, so that it attracts more B2B leads?

3. We publish actually high quality content - new ideas, downloadable resources, etc. However, this takes time so we average only 2 articles every month. We also accept guest posts twice a month (these are still very high quality and related to our brand but understandably not as valuable as we don't tailor them to our products). So it comes out to one article per week. Is this acceptable frequency?

4. Our presence in the socials is minimal - is focusing on Linkedin content creation worth it? My idea is that it would further decrease our output on the blog but maybe attract some more wormer leads. Is this realistic?

If you have any other ideas or thoughts about managing an established blog, please let me know.

Thanks!

Focus on creating valuable, targeted content that resonates with your audience and addresses their needs. By diversifying your content strategy, targeting B2B leads, maintaining consistency, and leveraging relevant social media platforms, you can enhance your overall marketing efforts and drive business growth.

 

[blackbeans]

My advice to you would be to reverse-engineer the three articles that send the bulk of your website's traffic.

What niche are they in?

What sub-niche are they in?

Come up with articles that are related.

Link to the newer articles from those established pages.

It's also important to shift the content direction of your site from B2C to B2B.

Look for competitors that do B2B content and run a keyword difficulty filter on their organic keywords.

You can use tools like Semrush or Ahrefs for this.

Then cross-reference this with the monthly search volume.

Once you have a list of relatively easy keywords with decent monthly search volume, load them one by one into Google.

Pay close attention to the results.

Are the results forums or low-quality sites?

Then chances are, those are actually low-difficulty keywords.

But if you notice that the results come from very strong sites, you might want to put those keywords on the back burner and focus on the lower-hanging fruit.

You said that you've published high-quality content.

High-quality content according to who?

Pay close attention to your stats.

Make sure that all your content decisions are supported by hard numbers.

 

[corea_soo]

If you create a high-quality downloadable resource, you shouldn't have too much to worry about - it will eventually go viral.

If it's a high-quality downloadable source, add an action for customers to get the source, and that action should be one that benefits your site. Also, add a quick path to the source and your company in the resource.

This should be enough, because you have a high-quality download resource, and that's what makes it such a powerful tool.