How to create a B2B blog strategy
Creating a B2B blog strategy is not just about churning out articles; it requires careful planning, thoughtful execution, and a deep understanding of your audience's needs. This comprehensive guide will walk you through the essential steps to craft a winning B2B blog strategy that drives traffic, boosts brand visibility, and generates valuable leads.
Define Your Blogging Goals:
Before diving into blogging, it's crucial to define your goals.
Are you looking to generate leads, increase brand awareness, or educate your audience? Understanding your objectives will guide your content creation and help you measure success.
For example, a MedTech company might aim to provide educational resources about new medical advancements or promote their innovative products to healthcare professionals.
Identify Relevant Topics:
Identify topics that align with their interests and pain points to capture your audience's attention. Stay up to date with the latest industry news, research, and trends. You can address challenges your target customers face, provide insights into emerging technologies, or discuss regulatory updates impacting the Medtech, Technology, and Biopharma sectors.
Here are some concrete examples and website suggestions for B2B businesses in these sectors:
Medtech:
Follow industry publications like Medical Design & Outsourcing (https://www.medicaldesignandoutsourcing.com/) and Medical Device and Diagnostic Industry (https://www.mddionline.com/) to stay updated on the latest medical device innovations, regulatory updates, and market trends.
Explore blogs such as MedCity News (https://medcitynews.com/) and Medgadget (https://www.medgadget.com/) for in-depth analysis, industry insights, and emerging technologies in the medical technology field.
Connect with relevant social media accounts, such as the Twitter handles of industry leaders like @MedTechAwards and @medtechdaily, to receive real-time updates and engage with industry professionals.
Biopharma:
Follow publications like FierceBiotech (https://www.fiercebiotech.com/) and Pharmaceutical Executive (https://www.pharmexec.com/). These sources cover news, trends, and regulatory developments in the biopharma space.
Check out industry-specific blogs like BioPharma Dive (https://www.biopharmadive.com/) and LifeSciVC (https://lifescivc.com/) for insights into drug development, clinical trials, and biotech investments.
Subscribe to newsletters from organisations such as BioSpace (https://www.biospace.com/) to receive curated industry updates and job listings.
Technology:
Publications like TechCrunch (https://techcrunch.com/) and Wired (https://www.wired.com/)cover many technology topics, including AI, cybersecurity, and emerging technologies.
Explore industry-specific blogs such as VentureBeat (https://venturebeat.com/) and TechTarget for in-depth analysis, thought leadership, and market insights in the technology sector.
Join relevant LinkedIn groups and follow influential industry experts and thought leaders on platforms like Twitter to stay connected with the technology community- a tweet can change everything in this industry (see the Silicon Valley Bank story).
No matter your B2B industry, setting up Google Alerts for keywords related to your business and industry can be helpful. It allows you to receive email notifications whenever new articles, news, or blog posts related to your specified keywords are published.
Content aggregator tools like Feedly (https://feedly.com/) can also help you organise and gather content from multiple sources in one place.
Remember, it's essential to evaluate the credibility and relevance of each source and tailor your information sources to your business's needs.
Craft Compelling Content:
Easier said than done. High-quality content is the cornerstone of a successful business blog, so B2B blog posts written entirely by ChatGPT won't cut it. Ensure your content is informative, engaging, and well-researched. Consider using different formats, such as
Informative articles
Interviews
Expert opinion pieces.
For instance, a technology-focused SME might create a blog post comparing software solutions, while a biopharma company could share success stories from clinical trials.
What about B2B case studies? I recommend creating a Case Studies page that sits in the header of your B2B website.
Case studies are powerful because proof you can boost your client's business and should be easy to find and skim. A blog is not the ideal format for case studies as it's less skimmable.
Optimise for Search Engine Optimisation (SEO):
Despite all the changes in the last few years, Search engine optimisation (SEO) is still vital to increase your blog's visibility and reach. Conduct keyword research to identify relevant terms your target audience is searching for. Incorporate these keywords naturally throughout your B2B content, including in headings, subheadings, and meta descriptions.
You can use keyword research tools like Google Keyword Planner, SEMrush, or Moz to identify relevant keywords and phrases related to your industry. Pay attention to search volume and keyword trends to identify popular topics and potential content ideas.
Optimise your blog's structure, use descriptive URLs, and ensure fast loading times for better SEO performance.
Promote your B2B blog:
Creating great content is just the beginning; promoting it is equally important.
Utilise social media platforms
LinkedIn is often a go-to platform for B2B businesses, as it caters to professionals. But depending on your industry and audience, platforms like Twitter, Facebook, or even industry-specific platforms like MedTech Minds (https://medtechminds.com/) or BioPharma-IT (https://www.biopharma-it.com/) might be valuable as well.
Regularly share your blog posts across your social media platforms. Craft engaging captions that capture attention and encourage clicks. Include eye-catching visuals, such as images or infographics (very popular!), to make your posts more appealing.
Email marketing
In your emails, provide teasers or excerpts from your blog posts to pique readers' interest. Use compelling headlines and summaries that clearly communicate the value readers gain from clicking through to read the full blog post.
Collaboration
Don't just hit publish and hope for the best! Collaborate with partners, guest post on relevant websites, and create a buzz around your B2B content to reach a wider audience.
Partner with other businesses or organisations in your industry to create collaborative content pieces. This could include co-authored articles, research studies, industry reports, or comprehensive guides. You can see an example here.
Combining expertise and resources allows you to produce B2B content that provides unique value to your audience and broadens your reach through cross-promotion. That helps you attract a wider audience and build brand awareness.
Don't forget to measure and adapt:
Regularly track your B2B blog's performance using web analytics tools. If you publish 1-3 posts a week, a monthly check is best, but if you post fewer blog posts than that (which I don't recommend as your SEO will suffer), a quarterly check might be enough.
Monitor metrics such as page views, engagement rates, and conversion rates (every blog post should have a CTA- check if they convert). Use tools like Google Analytics to gain insights into what's working and what needs improvement. Adapt, experiment, and continuously refine your approach based on the data.
Identify which topics and formats resonate most with your audience and focus on creating similar content. Continuously adapt your B2B blogging strategy based on data-driven insights to maximise impact and meet your business goals.
How to stay on top- use Social Listening:
Social listening tools monitor conversations and discussions on social media platforms. These tools allow you to track industry-related hashtags, brand mentions, and relevant keywords. By monitoring these conversations, you can identify common pain points, emerging trends, and popular topics that you can incorporate into your B2B blog strategy.
Here are three examples of social listening tools that B2B businesses should know about:
Hootsuite: Hootsuite allows you to monitor social media conversations, track brand mentions, and analyse sentiment across various social media channels.
Sprout Social: Sprout Social is another comprehensive social media management tool that includes social listening features. It enables you to monitor brand mentions, industry keywords, and relevant hashtags across multiple social media platforms.
Brand24: Brand24 is a social media monitoring tool that tracks brand mentions and online conversations. It helps B2B businesses stay informed about what people are saying about their brand, competitors, and industry.
These social listening tools offer various features and pricing plans, so evaluating your specific needs and budget is essential when choosing the right tool for your B2B business. Remember that other notable social listening tools are available in the market, so explore multiple options and compare their features before making a decision.
B2B blogging holds immense potential for business growth. By implementing these ideas, tips, and strategies, you'll be well on your way to harnessing the power of B2B blogging.
If you need more time in the day and would like to outsource your B2B content strategy and copywriting, get in touch. Let's make it happen!