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I´ve just started our blog at work and I’m finding it quite hard and would love to get some advice from you! My job is to write and to motivate my collegues to write, which can be tedious as most of them have never even read a blog before. Do you have any tips for corporate B2B blogs that sell services (not products)? Thanks for a very inspiring blog!

//Stina

photo © 2009 Kevin Dooley | more info (via: Wylio)

First, bring the element of competition into the mix, but do it gently. Meet up every other week and go through the numbers. Who had the most readers, the most reactions? And let all the contributor’s have their own Klout score embedded on the blog. Give them automated bylines with links to their best previous posts.

Let them engage in friendly competition amongst themselves – if done right, it’s an amazing trigger for productivity and creativity.

Second, how about finding stuff to write about yourself?

Say you’re selling B2B services in your industry. I call this The Variation Technique: Make a list with different columns, one column with the different challenges that your company is providing solutions for, and the other column should list different business areas within your industry. Now – start to combine them. Every combination is a blog post!

For instance – I blog about PR, one challenge is social media, and there are several different areas in PR. Just from these variables, I can then write about:

– social media challenges for investor relations
– social media challenges for media relations
– social media challenges for crisis communications
– social media challenges for public affairs
– social media challenges for change communications
etc.

Then start over with another challenge:

– how to get a PR job in investor relations
– how to get a PR job in media relations
– how to get a PR job in crisis communications
– how to get a PR job in public affairs
– how to get a PR job in change communications
etc.

Start writing on the ones that gives you the most inspiration, and keep filling the columns up as new challenges or areas presents themselves. Make drafts you can publish on busy days. The variations will be endless and you will always have something interesting to write about.

Then add themes:

– the month’s best business cases in our industry
– the month’s best articles regarding our industry
– the month’s most inspiring individual of our industry
etc.

Then finally, add goodies:

– links to funny clips regarding our industry
– behind the scenes of our company footage
– industry people profiles
– employee profiles
– guest bloggers
– influencer interviews
etc.

Finally, write as many blog posts when you can and save them as drafts for publication on days when your schedule is busy. When you master The Variation Technique, start teaching to the other bloggers in your team!

Found this article valuable? Let me send my next one to your inbox (and get my free checklist with 23 tactics to promote content) here.

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PR Blogger:

As the author of Doctor Spin, Jerry's passionate about online persuasion and public relations. He runs the agency Spin Factory, the community PR of Sweden, and the e-learning platform Spin Academy. Jerry lives in Stockholm with his wife Lisah and their son, Jack. Click here to subscribe to Jerry's posts!

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