B2B blogs are like a magic wand for businesses. It can spell cast on customers with its compelling content. Blogs promise to add value, attract audiences, and create strong relationshi=ps with customers. Without these included in your content strategy, you might lack an extra channel to spread brand awareness. To lift your business’s blog game in 2023, find out in this handy guide about the benefits it can offer to your business’s bottom line.
Table of contents
- What Are B2B Blogs?
- Creating B2B Blog Strategy – The Bottom Line
- How to Write Successful B2B Blogs
- Write B2B Blogs to Drive Traffic and Boost Conversions
What Are B2B Blogs?
Blogs have always been considered an essential marketing tool for businesses. B2B blogs focus on building relationships with businesses and generating leads. These are much like B2C blogs, but the preferred audience is different. The target of B2B blogs is to help professionals solve problems by offering specialized services. If any business wants to hire your services, they will look into them in depth by reading blog posts about the services they are looking for. They will discover the blog posts that matter the most to them, seek guidance, and ultimately turn into leads.
B2B blogs are a cost-effective, easy, and valuable means of driving traffic to your business. Adding video tutorials and UGC to blog posts also helps brands understand the value of your offering.
Creating B2B Blog Strategy – The Bottom Line
Companies often create a parent strategy under ‘content marketing’ and include different methods to achieve business goals through content. Some add B2B blogs to the strategy, while others neglect this part and focus on other content. Remember, you must tap all the potential means to market your products and services. For this reason, it is imperative to include a comprehensive strategy for low-cost but highly effective B2B blogs.
A B2B strategy outlines the processes for delivering value to the reader while achieving business objectives.
Here are the steps you need to follow to create an effective B2B blog strategy:
Set a Dedicated Budget
First and foremost, companies must determine their budget dedicated to B2B blogs. The cost of writing posts, using tools for creating customized images, and using resources to optimize the posts for maximum traffic All these processes need to be in place before creating your strategy. You must have a designated budget for frictionless operations.
Identify Your Audience
The ultimate purpose of creating blog posts is to drive traffic to your business’ website and generate leads. To achieve this quickly, you must identify your audience. Targeting the wrong people will not help you attract potential customers, and your blog will only be considered invaluable. So, choose the audience carefully and consider their pain points. Your blog posts must cater to the needs of your audience to maximize the possibility of translating interests into leads.
Research Your Keywords
Brainstorming new titles and topics for your next blog post could be tiring due to the diversity of random ideas. Random titles don’t work if you want to target potential customers. As a part of your blogging, you must research targeted keywords for your business. For example, if you are a sneaker shoe company, your targeted keywords could be ‘sports shoes,” “best sneaker shoes,” and other related keywords. Simultaneously, your target audience will be athletic companies, athletes, and sports enthusiasts.
For maximum outreach, you must choose low-competition keywords. If you use generic terms in your blog post, you won’t get the desired traffic due to high competition. Low-competition keywords help your business appear more quickly in search engine results, which is the ultimate objective of any business. So, always consider your audience’s persona when researching keywords.
Create Content for Every Stage of the Buying Process
The customer’s buying journey is not linear, as it passes through different needs and demands. For this, you need to create content for every stage of the buying process for a seamless customer experience. Your B2B blog posts must include all the information, e.g., from brand awareness to consideration and decision-making content. Choose a content type when creating your B2B blog strategy.
For example, your posts mustn’t cover topics to generate awareness only; you need to add posts like why they should consider your business. For this, you can add quizzes, calculators, and surveys to your blog post. So, when a customer realizes that they need you, offer extensive product comparisons and free trials to help them make informed decisions.
Create a Blog Content Calendar
Your business must have planned for future innovation and new products and services. Note the timeline for the year and create a content calendar. Choose the topics you will write about throughout the year, including product launches, new or current services, activities, and more. Don’t lose focus on keeping the brand message intact within the blog post. After choosing the topics or keywords, decide the timeline to write and post the content. For seamless posting, you can choose automated software to publish posts on blogs and social media platforms.
The number of blog posts you create to publish is also crucial for attracting leads. The higher the frequency, the higher the chance of winning leads. The ideal number of posts on your B2B blogs must be 5–6 per week. So, to keep your B2B blog more systematic, create a realistic content calendar.
Pro tip: Make sure to integrate social media plugins to promote your blog right away!
Write and Publish!
Once you have identified your target audience and their pain points, researched targeted keywords, and created a content calendar, it is time to write! Write your blog post keeping your audience in mind, and don’t forget to promote it. Look for the ideal time to publish your content, and you can do this by checking Google’s policy for writing and publishing content and the best hours to hit the audience.
How to Write Successful B2B Blogs
There is a difference between writing content for individuals and businesses. For business, you need to create content that offers a bigger picture of your services and the expected outcomes from them. Read your audience’s mind and extract great ideas to hit on your blog.
For this, we have listed successful tips for writing B2B blogs.
You Are Writing for People
One thing you need to keep in mind when writing your blog post is to think of businesses as people. You are not communicating with Robert here. You have to touch the emotional vein of business to attract people to your services and ultimately turn them into leads. Either you do it for a larger audience or a single consumer; entice them with your offerings.
Focus on the Problem
You have a solution already, so most of your blog content must focus on the problem. Customers arrive at your blog post to look for the solution to their problem, catch every expectation of the problem, and offer ultimate solutions. This is how you should write your B2B blog post.
Keep Your Tone Friendly
Ditch the ultra-formal tone in your content and keep it semi-casual when writing for businesses. For blogs, a friendly tone always works and feels more personal. So, when you know your audience, you better know how to communicate with them, but a casual style works better. When you write in a more personal manner, it hooks the reader’s attention and makes them read more.
Though the corporate writing style has its own significance, it only applies to emails and other formal letters. Blogs are for communication and to keep things relatable to the reader.
Write an Effective Conclusion With a Call to Action
You must exclude yourself from the league of those who say that the blog’s conclusion is useless and not necessary. If the reader reads your whole blog, your conclusion might help them know the crux of the entire blog post. To make it effective, you need to add a few things in your conclusion part to turn readers into clients or free users.
First, highlight all the main points that you have mentioned in the post. At the end, add a “Call to Action’ link or button. For example, if you offer digital legal services, your CTA should be something like “If you are struggling to handle your website’s legal requirements, XXX company will come to your rescue.”.
Also, if you have related articles, give their links below to keep the reader sticking to your blog.
Write B2B Blogs to Drive Traffic and Boost Conversions
With exponential growth in the number of blogs available, many marketers have overlooked the importance of investing in blogs. Blogs are an additional dose of boosting traffic and businesses must consider incorporating it into their business strategy. For the best outcomes, focus on your audience and industry to create relevant content. Keep rolling out your blog posts regularly so that they come to mind when people think of a particular product. Keep content educational to help customers heal from their ailing problems. Use the strategy and tips to create a perfect yet winning B2B blog for your business.