I recently wrote about the best way to set up a B2B corporate blog, and I want to take that one step further. Why does a blog even need to be called a blog. This contraction of weblog has been around since the late 1990s. As blogs have grown in importance to B2B companies it seems like a quaint name for something that offers so many benefits to this specialized web site that no longer resembles the personal narratives that logged peoples’ lives.
A blog is meant to build a community around a business, an idea or an industry. As B2B organizations create content to connect and engage with influencers, customers and prospects, there are many other choices for the name of the tab that is listed on the top level navigation of their corporate website. Some examples from the two preceding sentences are Community, Connections, or Engage. Each one of those terms have different connotations that relate to how your company approaches your social media plans.
This name works for a social media approach that is like a forum. If you are looking to build strong links between the readers of your site, with your company as the leader, or facilitator, of the community, this is a great name. While your B2B company is still at the center, this name implies that you are creating something bigger than the company.
If you are interested in forming connections with your customers, prospects and partners, but remaining responsible for all aspects of the relationship, this is a good word to use to describe this specialized site. By providing relevant content to your readers, you create these connections to their benefit and yours.
While every blog hopes to create two-way conversations with their readers through comments on their blog post, calling your blog Engage is a great way to set the tone for an active conversation. This suggestion is a verb that can be taken two ways. You are encouraging your readers to engage with your company, and you are also setting the expectation that you are looking to engage with them. Taking this approach requires a commitment to this name.
One of the other big things that a B2B blog can do is generate leads for your product or service. A content marketing approach to driving traffic to your site is to write about solutions to your customers’ and prospects’ problems. By calling this collection of relevant articles Solutions points to the value of this content to your readers. Make sure you have a clear call-to-action for lead generation to support this idea, whether it is in the footer or in the sidebar.
What are some other words that would entice readers to click that link formerly known as blog and read what your company has to share?