I've been serving as the ghost blog writer for one of the leaders in collaborative execution, a company known internationally for delivering a strategic, cloud-based solution for managing business across global trading partner networks. The company recently said it will extend my blogging contract for another 6 month period. This is the second time the firm has extending my contract since initially engaging with me to write for their blog in 2011.
The January 2013 issue of Inbound Logistics contains my article on electronic loadboards and exchanges.
The article discusses how these boards bring together shippers seeking capacity and carriers looking for freight. And how they seal the deal.
Albert Einstein (Photo credit: Wikipedia)
Einstein, a good source of wisdom for seemingly all things in the universe, once noted:
Any man who can drive safety while kissing a pretty girl is simply not giving the kiss the attention it deserves.
Is this a description of what’s going on with your B2B blog?
A recent post by Shelly Kramer speaks to the issue of post engagement, which seems to me getting the attention you deserve from your readers. As she says, “If no one reads, shares or comments on your blog post, you’re not likely to get much leverage from your content—and that doesn’t bode well for your content marketing strategy.”
Kramer suggests that certain types of blog content inherently drive more engagement, and that five be given special consideration as regular part of a content strategy:
We’ve found that podcasts and videos are often a good source of interview-based posts, providing content for those in the audience who prefer reading to listening, as well as lending themselves to series posts, which might be added to the above list as a type of post that engages. Serialized content is a proven way of engaging readers forward.
While writing well is always the primary rule, it’s important to be sensitive to the type of content your audience responds to. Otherwise you might find a lack of engagement is taking the excitement out of the B2B blog, and as the professor would tell you, that’s no fun (and isn’t effective) at all.
I am currently gathing information for an article that explores how mobile computing can optimize supply chains. This feature for Inbound Logistics magazine will discuss uses of mobile computing and the results it
I am seeking industry experts that can speak to the higher-level perspective on what companies gain from mobile computing. The research phase of this project will conclude on 2-12-13. Contact me by email if you can be of assistance.