b2b Blog

 
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The Problem

Design and build a blog for the company that allows users to learn industry information and provides an outlet for education about company products.

My Role

As the lead UX designer on this project, I designed, managed, and informed the implementation of the blog into the website. With the aid of the Senior Designer, I was able to refocus marketing opportunities.

Background

The previous company blog was infrequent, generated little leads, and did not capitalize on marketing opportunities.

Research

This blog drew on successful B2B blogs for functionality as the previous blog did not have a significant testing base. Through investigation, B2B blogs had higher engagement from consistency of voice, varying amount of technical information, and intentionally placed call-to-actions linking back to the company.

Insights

  • The blog needed intentional call-to-actions that are relevant for blog content

  • Aesthetic is a primary form of engagement: the blog needed not look amateur

 

How might we support a blog space for expanded learning that benefits the company?

 

Solution

A blog that captivates and motivates users to explore other blog content and continue learning about the industry.

Challenges

Creating a blog without a research base and instead trusting successful industry blogs as credible sources.

Moving Forward

Start a testing group based on the current design to track engagement and modify the blog to address the user journey.