If you contribute to a B2B blog, you’re probably aware that coming up with new B2B blog ideas isn’t always an easy task. You found your way to this blog post seeking some assistance, after all.
Mild ribbing aside, coming up with new blog ideas is no simple task – sure, as a content writer, you’re probably brimming with possible topics for blog posts, but you have to also consider what’s going to bring in not only the most traffic, but the highest quality traffic.
There’s something to be said about sitting down at your computer and letting the words flow out of you, but writing about the first thing that comes to your head isn’t necessarily going to be the topic that awards you with the most or highest quality leads. That’s why it’s important to undertake practices like keyword research, content planning, and search engine optimization, so your content can attract and subsequently convert visitors seeking exactly the type of content you’re creating.
In this post, we’ll provide you with some B2B blog ideas, but we’re also going to give you the tools you’ll need to come up with your own blog post topics in the future.
9 B2B Blog Ideas to Get the Creative Juices Flowing
As you likely know, B2B blogs serve a purpose. Yes, they should inform and ideally entertain, but beyond that, they’re a means to attract someone to your website. The more traffic your website gets, the more likely you are to get a conversion.
In order to attract the right people to your website though there are a few things that you need to consider.
Who exactly are the right people? You can determine this a few ways.
First, take a look at who your current customers are. This should give you a baseline as far as what type of people tend to seek out your products or services. You can use what you know about your customers to pull together a list of characteristics they share and use this as inspiration for creating content.
For example, if you notice that a large number of your customers operate in the IT space, you might write a blog post about why most network security is lacking and what you can do about it.
If you’re a smaller business or a start-up without a wide customer base to examine, don’t worry. You can still target your B2B blog ideas by creating a buyer persona.
A buyer persona is a collection of shared qualities that you believe your ideal customer to have. No one knows your offerings better than you, so you should be able to visualize who would most benefit from them.
I find it helpful to ask yourself questions about the person who would most benefit from your services. What industry are they in? What is their job title? What kind of budget are they working with? What are their biggest pain points? These questions – and any others that you can think of – will help to visualize the person who would most benefit from your offerings and write content that would reasonably attract them.
Now that you have an idea of how to determine who you’re writing for, you can look at what types of blogs you should be writing.
While there are virtually innumerable topics that you can use for your blog, you should take care to understand when and why you would create different types of blogs.
Top of Funnel Blog Posts
Top of funnel posts are ones that appeal to the widest audience of people. These are people who may have not heard of you before but are searching for a solution to a problem they’ve been having. You could be that solution.
Top of funnel blog posts are the ones that you would use to build awareness and attract new people to your website. These could be:
People searching for a solution to a problem are more than likely going to trust a brand that has some social proof to back up their claims.
Think about it. If you were ordering something online, would you go with the item that was less expensive, or the one that had a bunch of high-scoring reviews?
The same principle applies when people are searching for new software or services to help their business. Creating a case-study that outlines how you were able to help a similar business overcome one of their pain points with your offerings not only helps to attract new visitors to your website, it does a lot of your selling for you.
One of the most important jobs of top of the funnel blog posts is to convert new visitors into subscribers – people who you can consistently feed your content to until they’re ready to make a purchasing decision. Remember to include internal links, calls to action, and email signup forms on your content.
Blog posts that are centered around infographics are great for drumming up new traffic, because they take what is potentially a very high-level concept, and make it easily digestible, often with fun, cutesy visuals.
An added benefit to infographics is that they’re easily shareable on social media, so while you’re attracting new visitors to your website, you might also score the coveted influencer share.
Industry Focused Blog Posts
When looking to attract new visitors to your website, one strategy to consider is creating blog posts that focus on the major pain points of the industry you’re trying to target.
This is where your customer research and buyer personas are going to come in extremely useful. You may need to do some additional digging to find what the biggest issues facing your industry are, but creating content that revolves around an issue that your ideal customer would be facing is a great way to get them over to your site.
This is the ‘jab’ part of Gary Vaynerchuk’s marketing metaphor, Jab, Jab, Jab, Right Hook. By asserting yourself as a leader in your space, you develop authority and come to mind when people are thinking of problems or challenges they’re facing in their industry.
Middle of the Funnel Blog Posts
Middle of the funnel blog posts are intended to reach people who are already in your database. These posts would also be referred to as ‘nurturing’ blog posts, as they’re meant to show your subscribers why your offerings are the right ones for them.
While this content is usually still published on your blog, it’s often best served as a part of an email newsletter that goes out to your subscriber base that’s already expressed interest in your messaging.
Middle of the funnel blog posts can consist of:
Informing your engaged audience about ways your offerings can help solve certain problems they may be experiencing accomplishes two things. It reassures your readers that there is a solution to a problem they have and keeps your product or service top of mind when it comes time to make a purchase.
This could be something like a blog post that explains a particular feature of a piece of software that you offer or an overview of how to accomplish a task made easier with the use of your product.
Just because someone’s already expressed interest in your brand or messaging does not mean that you should steer clear of content that focuses on who your company is and what it stands for.
Aside from the obvious reasons for selecting one company over another (price, features, reputation), our emotional responses play a major factor in our decision making.
Even if it doesn’t seem like it, emotions are capable of getting the better of all of us, so writing a blog post that captures the human element of your company can be just the thing to influence someone’s verdict.
For example, a smaller, local insurance broker might be more inclined to choose a smaller, local security system provider if they know their values are represented and reciprocated by them.
Repurposing Old Content
You might not realize it, but you’re likely sitting on a cornucopia of content already that you can refresh and reuse to drive new traffic to your website.
Have an old listicle of the best lead generation tools for 2017? Review and reassess for 2020. Finding older articles with links that no longer work? Update them with links to new, similar pages. Something as simple as re-wording older blog posts can breathe new life into content that has since stagnated.
Another way to refresh older content is to go through and add multi-media sections where appropriate. If you have a lengthy blog post that’s explaining high-level concepts in a way that spares no detail, you might want to consider doing up a quick video to make it a little more digestible.
A podcast series is not only a great way to reach a potentially new audience, you can use your older blog posts as jumping off points for episode ideas.
It may not seem like it, but your old blog posts can still work as middle of the funnel content, they just need to be reworked in some cases.
Bottom of the Funnel Blog Posts
Through context clues, you’ve probably already deduced that bottom of the funnel blog posts are intended to convert your subscribers into paying customers. The intended audience of these blog posts are familiar with your company and are considering you as an option. These blog posts should put the icing on the cake and really make your company seem like the right option.
What can really influence someone’s purchasing decision at this stage is:
Product or Company Updates
Is there something new and exciting going on with your product? Maybe a software update or a new feature? This probably isn’t something that someone in the awareness stage would care about, but someone that’s been considering your company for a while might see this and think that now, with a fully updated offering, is the right time to add it to their stack.
The same goes for a recent company update. Sharing an award you’ve won or a move to a larger office might not appeal to someone who’s never heard of you, but it reflects well on you and denotes an air of success to people who have been checking in on you periodically.
Webinars and Demos
Alright, so this isn’t necessarily a B2B blog idea, but it’s a useful content type that can help close the deal when someone is at the bottom of the funnel stage.
Giving a potential customer (or group of customers) a walkthrough of your services is wildly more impactful than having them read about it. A first-hand viewing of the features allows people to envision themselves using your offerings and visualize how they can solve problems with it.
This is basically the B2B equivalent to the old retail trick of putting the item in the customers’ hands. Once they’ve had a chance to play around with it, they’ll have a much harder time putting it back on the shelf.
Whitepapers, E-Books, and Other Downloadables
At this stage of the buyer’s journey, people are already considering you as an option for their next business purchase. This is the time to deliver the details about what makes your product or service the right choice.
What features do you offer that surpasses the competition? What industry trends are you aware of and how do you plan to keep up with them? How will your offerings benefit the person who’s reading the PDF they just downloaded? These are the questions you should ask yourself when creating this content that’s designed to convince someone that your company is the ideal decision.
Again, this isn’t necessarily what comes to mind when thinking of traditional blog posts, but something that people can download and review is often more meaningful than a fleeting page they came across during their online searches. A PDF or other form of downloadable content is more tangible – insofar as anything digital is ‘tangible’ – and shows a level of intent more serious than someone happening across a top of the funnel blog post.
There are no hard and fast rules when it comes to writing content for a B2B blog, which is to say that you might find content you think applies to the top of the funnel is actually extremely useful as a bottom of the funnel piece. The key is – as with any form of marketing – to experiment, and see what works best for you and your business.
No matter what type of content you’re looking to develop for your B2B blog, there are some best practices to always keep in mind.
You want to make sure that your content is discoverable, which means performing some research on the keywords you intend on using. You might find that you won’t be able to best a heavy-hitter who’s already written a blog post with your chosen keyword, but there’s a longer-tail variation that has much less competition.
You’ll also want to make sure that your content is optimized for search engines. While this is a topic that’s far beyond the reach of this blog post, take care to use your keyword where it makes sense in your blog post – throughout the content (sparingly as to not keyword stuff), in headers, image alt text, tags, and meta descriptions.
By now, you should have some B2B blog ideas to take away for your next content piece. If not, you can always write a post dedicated to helping others come up with ideas for their next B2B blog. In any case, happy writing!