8 blogging tips for B2B companies

Although you’ve likely noticed a lot of dancing for the camera on your Instagram feed lately, the written word still holds sway as a digital marketing tool. Quality blog content encourages 34% of buyers to make an unplanned purchase, so putting in the time to build your B2B company’s blog can give your sales a boost. Stay up to date on blogging tips and your website can become the next must-read corner of the internet. Move over, Business Insider!

Covering topics your prospects and customers are eager to learn about can drive organic traffic to your site, establish your B2B company as a thought leader in your industry and build solid relationships with your readers. However, it takes research and finesse to craft blog posts that will resonate with your audience, so it’s important to spend some time honing your wordsmith skills. In this article, we’ll offer:

• 8 blogging tips to take your posts from average to exceptional

• a solution for content creation if you’re strapped for time

8 blogging tips to improve your B2B marketing content

1. Understand who you’re writing for

This, friends, is blogging 101. B2B companies whose blogs stand out know their customers and what makes them tick. Before you start writing, get clear about how your products or services solve your audience’s problems (and not just on a surface level — how does the transformation you offer make your buyers feel?).

Having a few key audience personas will guide your messaging by providing you with insight as to who will likely be reading your blog and what information they want to find out. To learn about your customers, talk to them about why they chose to buy from you. Also have conversations with your sales and support teams, or try social listening tools to gain visibility into your audience’s conversations online.

2. Be strategic about your keywords

To move beyond blogging 101, you need to research which keywords your prospects are using to find your website. For example, when someone searches for “best blogging tips for B2B companies,” they’re trying to answer a question or address a challenge related to this topic. 

Keyword research is crucial to incorporate into your B2B blogs to discover what information your readers are looking for, and rank organically in searches without spending all of your marketing budget on paid search ads that only deliver as long as your wallet is open. 

3. Write in a distinct and consistent brand voice

Establish your brand voice and use it regularly. To build brand recognition, you must create and maintain your B2B company’s unique writing style. This will help your readers connect with your business and understand your purpose clearly. 

The characteristics you convey through your brand voice will depend on your type of company, industry and customers, but your tone can change depending on the platform you’re using (for example, feel free to be more casual on social media than on your blog).

4. Make sure your content is engaging

Draw your target market into each blog post with a hook that brings them to the edge of their seat and compels them to find out more. There’s an art to creating engaging content, and since the median average time spent reading an article is a speedy 37 seconds, you need to keep your readers’ interests at the forefront of your mind when writing blogs. 

Successful B2B blogs keep prospects and customers rapt by combining entertainment with solving their problems. You don’t have to be as funny as a cat video on TikTok, but your blog shouldn’t be a snooze and should hold readers’ attention.

5. Offer useful information

Establish your B2B company as a thought leader who provides unique perspectives and industry insights to entice prospects to return to your blog. But remember, don’t just blog about what you want to write. Keep an eye on emerging trends that will be relevant to your audience.

More than 30% of readers believe accuracy is one of the most crucial factors of useful content, so be sure to do your research and mindfully construct your posts. Quality over quantity is key to building and maintaining your organization’s reputation as a reliable expert.

6. Be clear and concise

Don’t make your prospects and customers work to understand what you’re saying in your B2B company’s blog posts. Your posts need to get to the point. Blogs under 1,000 words are ideal for 75% of readers, however longer posts tend to be better for increasing organic traffic, so keep that in mind if the latter is your goal.

Let go of the use of jargon and run-on sentences, and create content that your audience can consume easily. If reading your copy is challenging, or as boring as watching paint dry, your readers can’t and won’t engage with you about your offerings.

7. Include a call to action

Direct your audience’s next steps by ending your blogs with a call to action (CTA). For a highly personalized experience, use “smart CTAs” to guide each user’s journey if your website allows. For example, you can show new users a CTA for a downloadable content offer, and show existing leads a CTA for a free trial. Blogging tips like tailoring your CTAs can optimize your funnel and increase conversions.

Use written links (in-line CTAs) to direct readers to more information. If your blog posts are engaging, your audience will be eager to read your next post, so give them the option to subscribe to your blog and be alerted via email to any new content. Keep the sign-up process short and sweet to boost your chances of getting new subscribers, and don’t forget to prompt readers to connect with your company on social media.

8. Copy edit your blogs

To build trust with your audience and be taken seriously, you need to edit your B2B company’s blogs. Don’t get caught posting typos or grammatical errors in your content! Writing errors and poor use of language diminish your message and can sully your reputation as a leading resource.

Ensure your writing is accessible, and create an editorial style guide so everyone writing for your blog will adhere to the same standards of grammar, spelling and formatting. Consider including this in a list of blogging tips for your team to keep everyone on the same page. Before you hit publish, have someone on your team, or an external partner, read and copy edit your content to perfection.

Generate leads and sales through your blog

Consistent blog posts can drive organic traffic to your B2B company’s website and forge connections with your readers. Creating relevant, useful and interesting content takes time and effort, but you don’t have to do it alone. Scribe National can help you reach your marketing goals with strategic blog posts crafted to convert your audience into loyal customers. Learn more about our content creation packages.