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How to create an engaging blog if you’re a B2B business

How to use your B2B blog to grow - text overlaid an image of a cactus blooming with a yellow flower

Get an edge by showcasing your business’ expertise whilst growing your keyword universe 

If you’re reading this, I guess it’s because you’ve got a B2B business blog you don’t know what to do with. You know it’s essential for inbound marketing. You’re aware it’s important for healthy SEO. But you’re scratching your head as to how spending time on it will make a difference to your bottom line. Here’s how.

The truth is, adding regular blogs to your website is an essential part of your marketing mix. Not only do they demonstrate your services and answer common client questions for you; blogs can benefit your lead pipeline and your brand awareness due to their natural ability to satisfy search queries. You’ve just got to get your content on the money.

As you consider the content strategy for your B2B business blog, here’s three popular ways that you can use it to your advantage:

1. Share industry insights or market news

Regardless of your sector, clients might approach you for advice and guidance on the latest market movements. Capitalise on this interest and create regular industry insights. These blogs can educate your audience during their decision-making, whilst enabling you to showcase your knowledge and expertise. 

2. Present customer case studies

Find ways to publish evergreen content. That is, blogs that remain current and can be re-shared across social platforms year on year. Customer case studies are a great example of this. They act as a working history of your services. Plus, hosting case studies on your website means your internal team can share them with potential customers swiftly and simply. Just remember to request client approval to create content of this nature.

3. Profile your team

With the growth in digital solutions and e-commerce, it’s important to find ways to bring your team to life online as you build connection with your clients through screens. More than just a headshot on your website, create regular team member interviews, videos or fact files that are on-brand for your business.  These can be shared through your email marketing, social media and third party cooperative marketing.

Need help to get blogging?

I can help you to create the content you need. I help businesses bring their brand to life online by generating blog topic frameworks, and writing SEO-optimised blogs that are interesting and engaging. Simply, get in touch if you’d like to chat more.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help businesses on a mission create purposeful websites. I partner with them to conquer their content: I write SEO websites, blogs, and emails with words that work. Proud Member of Clever Copywriting Community. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

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