Before the internet, there were some huge barriers to entry for anyone who wanted to publish content. You had to either get your work accepted by a magazine, newspaper, book publisher, or periodical, going through what may be an intense series of edits, adjustments, and, of course, rejections. Now, getting your thoughts out to the masses can be done in minutes via the world wide web.
But does that mean there are no standards—or at least guidelines—that help people create quality content? Definitely not. Especially if you’re creating B2B content intended to strengthen your brand, conversions, and sales. Keep reading to learn how to write engaging blog posts that support your business, the different kinds of blogs, and key strategies you can use to write effective B2B blog content.
What is a B2B blog post?
A B2B blog post is content written with the intention of building the interest of another business in your products, services, or brand. While the objective of a B2B blog—attracting business—remains consistent, the way in which you do that can vary drastically. For example, you can use any of these popular formats:
- Listicle posts, such as “Top 5” or “X Ways to…”
- News study-based blogs, where you write your piece on the most current research. For example, “Study shows that 25% of people…”
- How-to blogs, such as “How to create effective property listings”
- Tips and tricks blogs that specify better or creative ways of getting things done. For instance, “10 tips for taking effective landscaping photos”
- A curated collection, such as “5 internet service providers for small businesses”
As long as your aim is to provide valuable information to a business audience, you’re on your way to crafting a B2B blog. But what about B2B articles? Aren’t they the same as blogs? No, there are differences.
Writing an article vs. writing a blog post: What’s the difference?
A B2B blog is typically somewhat informal, whereas an article tends to have a more serious tone that sounds traditionally “business-like.” Here’s a quick breakdown of the most notable differences:
Articles are more “professional”
Articles are often seen as “professional,” which, in a B2B setting implies that an expert in the field wrote them. Granted, a blog can have as much useful knowledge and intriguing insights as an article, but there’s often more freedom when it comes to style, making it feel less formal.
Articles often focus on teaching something
A B2B article may have a more explicitly didactic tone, meaning it sounds like the writer is teaching you something technical or intricate. On the other hand, a blog, even though it can also teach, the tone involves a more friendly, casual approach.
Articles are usually written in the second or third-person
A blog may be more likely to be presented from a first-person perspective, with the writer referring to themselves or their company using “I” or “we” throughout the text. Granted an article can be written in the first person, too, but it’s often easier to create a formal, authoritative, objective feel by maintaining the second (“you”) or third-person (“he,” “she,” “they”).Does your content change with your audience, or is your B2B and B2C content very similar? By altering the nature of your material, you can make sure you appeal to a B2B audience, giving them content that attracts them to your products… Click To Tweet
How to write engaging blog posts
Writing an engaging blog post begins with defining what “engaging” means for this element of your campaign.
- Your content could be “engaging” in that it’s extremely interesting, pulling the reader in through its novelty.
- It could also mean that it inspires your reader to interact, or engage with other content on your site as a strategic part of your sales funnel, especially if you play to their strengths.
- The content could also be designed to solve a reader’s problem right then and there, such as with step-by-step instructions, tips, and tricks, or a how-to blog.
Either way, by prioritizing the kind of engagement you’re shooting for, you empower a more focused content ideation process. While fun content ideas are great, it’s better to not settle for just interesting topics to write about. You want to generate practical information that directly supports your sales or brand strategy.
For example, suppose you’re a travel agent targeting businesses looking for international partners. To boost your content strategy and SEO, you may not want to use a blog title like, “My Trip to the Maldives.” It lacks focus and the engagement goal is unclear.
It may be more effective to use a title like, “10 Things I Learned About the Maldivian Economy.” In this way, your engagement goal is clearer: You’re engaging readers interested in the Maldivian economic system.
Guidelines for B2B blog posts
Here’s a checklist you can use to guide your B2B blog posts:
- Your content planning should focus on what you want your reader to do after they finish reading all or some of it.
- Use creative content ideas that present new ways of addressing the business’s customer pain points.
- Choose the right post length. Long-form content often performs better than shorter posts; especially if it keeps your audience engaged.
- Use Google Trends to mine for hot topics that may appeal to your target market.
- Implement calls-to-action (CTAs), either at the end or a few times throughout the content.
- Answer questions using FAQs your target business readers may ask.
- Keep search intent in mind when crafting your titles. Ideally, you want the title to pertain to a business leader’s search query.
- Make your writing scannable, so your audience can quickly find answers to their questions or know within a few seconds what the article covers.
- For longer-lasting posts, use evergreen content ideas as opposed to those that center around a moment in history or research that may soon be outdated.
- Cluster content ideas that enable you to cover several facets of a central topic with multiple blogs, each covering a different element.
How does blogging help with sales for my business?
Blogging draws potential clients and partners to your page, exposing them to your offering and the features that make it unique. It also positions you as an authority, which builds confidence, making potential customers feel more comfortable doing business with you.
For example, suppose you run a service that generates leads for insurance companies. Your offering is straightforward: You provide vetted, high-quality leads that put insurance companies in touch with genuinely interested prospects. You could write a B2B blog with a title like, “How Long Should Agents Wait Before Contacting Leads?” In the blog, you include stats pertaining to how the interest of prospects wanes over time, the most effective contact methods, and the best times of the day to reach out.
Not only do readers learn something valuable, but they also see you as someone who understands the lead conversion process. In addition, it answers a key question, leaving them with just one more step to take: Getting the right leads—from you. This is one of the best ways to ensure blogging helps with sales for your business. Give your reader so much information that the only question left is, “So who’s going to do this for me?” And the answer is you.
Create winning B2B blog content with ClearVoice
The most effective way of getting the B2B blog content you need to meet your organization’s goals is to work with experienced and professional creators. ClearVoice has carefully vetted, skilled content specialists with years of experience custom-designing blog campaigns and delivering high-quality, effective material. Learn how ClearVoice can support your goals by reaching out today.