What B2B Blog Topics Work Best?
You have a blog and you post at regular intervals. Great, lots of companies do.
But oh, finding those topics …
Probably the most difficult part of maintaining a B2B blog is finding appropriate topics. Everyone’s got a few good ideas. But you have to feed the beast all the time and it’s hard to write blogs that don’t eventually sound the same. And believe me, everyone’s getting tired of the formulaic headlines about “3 ideas for this” and “5 tips for that.”
However, there are several topics that any company can cover on its blog in a way that’s fresh, has impact, and ties to the brand. They not only provide a variety of content, but they also help tell the story of your brand and why it stands out from the competition.
Check out this list of B2B blog ideas.
Testimonials and Case Studies
No matter what B2B industry you’re in, there are bound to be testimonials for your company’s products or services. If you’re selling online, look for helpful reviews and compile a blog post with them. Or, consider reaching out to some of your loyal customers. Be sure to emphasize that honest feedback is key. Even harsh feedback – while not what you expected – can be a learning experience.
The great thing about case studies is that they’re an interesting way to illustrate the real-world results your company gets for its customers.
Case studies are a much longer form of the customer testimonial format, often focusing on the “story” of a client: what their problem was and how your company helped them fix it. As blog posts, they work well because they are niche specific, they highlight a common problem your target audience might have, and they display the process of working with you.
A great case study includes information on the company’s problem and the solution you provide:
- What did they need?
- What are some of the struggles they’ve had in the past?
- How does your product or service solve the customer’s problem?
- Why was this product/service chosen above any others, including the competitions’?
- What is the process for implementing this solution?
- Finally, the case study concludes with the customer’s results after the solution was implemented
Focusing on this “real-world” aspect of your business allows you to not only produce content that is engaging and interesting to read, but also to quantify the benefits you can offer potential clients.
Just as video overtook the Internet, interactive content is taking over B2B. The reasons are obvious: it’s usually a lot more fun and useful to engage with, and it’s generally easier and less expensive to create.
One great form of interactive content is a quiz. It’s simple and short, and it can provide useful information to those taking it … and valuable data to the company supplying the quiz.
Infographics are tried and true blog ideas. They remain the perfect way to visually represent data that otherwise would be dry and boring … because seeing numbers laid out visually is a whole lot more interesting than reading them in a simple list.
Every industry has news stories that come up on a regular basis. Try setting up free Google Alerts for common terms in your field and to see what is making the rounds on other news sites and social media. Once you’ve found something, write an original piece of content about it. It doesn’t have to be long—most news pieces work best if they get straight to the point and have an insightful title.
Like news posts, posts on company events can be short and sweet. They are important to include in a B2B blog because they showcase the company’s culture, making readers feel like they know their employees better. This helps increase the trust and loyalty factor. Ideas for posts include annual parties, fundraisers, volunteering efforts, new office space, announcing promotions or new employees, and more.
Company event blog posts can also include photos of the actual event, which helps break up often content-heavy blogs, especially if the company is more technical in nature. Everyone needs a few photos once in a while, no matter how “serious” or important their industry’s content matter may be.
Answer FAQs or Concerns from Social Media
Are there questions or concerns that you see frequently brought up in social media, or other industry blogs? Maybe there’s a part of your business that’s often misunderstood. A blog post is a perfect way to address these issues.
Use Existing Content
If you’ve got content assets like webinars, ebooks, etc. you can get more mileage out of them if you break them up into blog-post-sized pieces. These are generally pretty quick to turn out too since all you really have to do is repurpose what already exists.
“Behind the Scenes” Posts
Why not give readers a glimpse into your company culture with a “behind the scenes” or “day in the life” post? These are fun to read and gives you the chance to “sell” your company on a more personal level.
Thought Leader Pieces
Long, thought leader pieces are the “main attraction” of many blogs. By interspersing short content like testimonials, company events, and news posts with longer ones like argumentative/educational posts and case studies, your B2B blog will have enough variety to keep audience interest.
Most long-form content is 600-2,000+ words, and should be informative and backed by external research or statistics. Argumentative posts should especially be backed by data and research, which can help strengthen any point or opinion. These types of long posts are important because it further establishes the company’s credibility as a thought leader in the industry. This is especially the case when other competitors aren’t doing the same.
It’s About Impact, Not Bandwidth
Many struggle with the question of “bandwidth,” that if they only had more time or people they could get more blogs out there and meet their blog objectives. But perhaps it’s less about frequency, and more about creating blogs that drive your marketing impact.
While not every blog post you write is probably going to get thousands of page views, keeping your B2B content diverse, informative, and engaging is the best way to create a blog worth reading.
If you’re stuck on blog topics, just ask us. At GGC, we’re writing blogs every day!