Blogging: B2B

  • Introduction

  • Benefits of Blogging

  • Ideas

  • The Perfect Post

  • SEO

  • Promotion

  • Measuring

  • Conclusion


Blogging is one of the biggest marketing tools, allowing you to show your industry knowledge and share what you know with the world. Showing what you know is a way of ensuring an audience are aware of your professionalism and your advanced skills.


A blog is a hub for interactivity


People can engage, share, interact, and more with your blog. It’s a brilliant means of organic marketing; using SEO to improve your ranking in searches, hopefully creating word of mouth, being able to share across a multitude of platforms, and more.

Blog posts are versatile in the world of marketing. Almost immediately, blog posts enable audiences to put their trust into you. This trust is essential to begin the buyer’s journey; audience’s need to have trust in you to even begin thinking about buying from you. Having industry blog posts shows that you are industry aware and you keep up-to-date with recent events in your sector. It shows your capability.


Benefits of Blogging

As mentioned, blogging is extremely beneficial and useful to you. It’s a way to automatically show your industry knowledge and apply that in a way that attracts a wider audience. However, there are a few more definitive benefits of blogging…


Becoming more discoverable

Blogging is one of the easiest ways to improve your SEO. You have to be sure to include SEO friendly keywords and phrases in your titles, headings and within the copy of your blogs. This way, search engines can automatically detect what that specific webpage is about and if it matches a search someone did.

As well as this, each and every single blog post you write is a new page to your site that can and will be indexed and displayed in search results. It’s said that organisations that blog regularly have, on average, 434% more indexed content. On top of this, blogging also leads to, on average, 55% more organic search traffic.


Having more shareable content

Not a lot of people are going to willingly share your actual website content. Nowadays, people will more happily share content that resonates with them and that actually has some relevance to their life. This may be blog posts.

Blog posts are a great way of having content to share; for you, as well as your audience. Sharing blogs are a great way to bulk out your content strategy and, hopefully, an amazing way of gaining more word of mouth. People will automatically read content that takes their interest or that can be helpful to them; so make sure that with every blog post you write, you know how it can benefit others.


You can become more insightful and wise

The obvious. You’re going to extend your already existing knowledge by writing more and more about your industry; becoming more insightful the more you write.

As well as this, you will become more insightful in terms of what your audience like to read and how they interact with the content you put on. You will be able to collect data that allows you to see how your content has been performing over time, and how you could perhaps improve the content if necessary. It’s always useful to have a lot of content to be able to derive data from, as you can make fully informed decisions about the future of your content.


Building your authority

As mentioned, blogging is quite possibly the easiest way to build your authority and gain trust from audiences. You’re showcasing your knowledge and expertise; which is what people trust. If you’re selling a product or service that requires possibly a lot of money or a lot of interaction between business and client - it’s extremely important to have this trust.

Building this authority also automatically portrays you as an expert in your sector. Becoming an expert in your sector and industry sets you up for popularity and, hopefully, becoming a well known brand. This is all due to your existing knowledge and the motions of sharing this knowledge with people who need it.



There is absolutely no guide to coming up with blog ideas. Every single business sector is different and every single brand out there will be wanting to sell different elements of these sectors.

You just have to have a certainty for what type of blog posts you want to do, what blog posts will help your audience or potential audience the most, what they will find the most entertaining, and so on. You have to produce the right content; a mix between content that is to entertain and content that is to inform. You also need to define your voice and what message you want to portray on your blog.


Experiment with different ideas and blogs until you know what works best for you


You don’t want to limit yourself to a few specific subjects. You can widen your scope and mention different sectors, different businesses, aspects of a sector you don’t provide, and so on. It’s always good to show that, whilst you’re an expert in your particular sector, you also have knowledge on other sectors (even if you had to do research!). This widens your potential reach and audience.

Coming up with ideas for new blog posts may be a difficult task; but there are always ways around it. If you do your research, you will see there’s a multitude of help out there that can benefit you and help you in your endeavours.


The Perfect Post

When it comes to writing blog posts, there is absolutely no right or wrong way to write one. You simply have to write it in your brand tone and voice; as well as ensuring it is written in a way that will attract the audience you want it to attract.

However, there are a few basic principles to follow…


Get straight to the point

Nowadays, an audience will not want to spend ages reading a blog post just to find the reason for the whole blog. You must get straight to the point; tell your readers what the point of the blog is, what they will learn from it and so on. This will then, hopefully, encourage them to continue reading if they are intrigued to learn more - after knowing what the intended reason for it is.


Inform and educate

The purpose of your copy will, more than likely, be to inform others on a certain topic, something related to your business in particular, or something else. Either way; it’s there to inform and educate. It’s important to keep this in mind and be sure that your blog post is of value to the readers. A good way to ensure value is always added is to draw a conclusion before even beginning to write the copy. Figure out the overall idea and reason for the post.


Think about formatting

The formatting of your blog post is extremely important. You need to format your copy in a way that’s easy to read. Think about using lists, headings, short paragraphs, and so on. Elements like these help readers digest the information and text much easier and quicker than if the copy was just one long webpage.  



People are automatically attracted to good visuals. Audiences are more likely to read a large sum of text if they see nice imagery; it grabs their attention almost immediately, hopefully making them want to read more. As well as this, nice imagery separates up large copy and makes your overall blog post seem more comprehensible.  


A captivating title

The title is most likely what people will see first, and it is what will inform their decision on whether they’re going to continue reading. This is why you need to create an eye-catching, captivating and intriguing title that creates immediate interest. As well as this, your title should include at least one keyword that people will use to search. This keyword means you will appear in their search engine.



A strong call to action allows your readers to take further action if they so wish. A blog post is a brilliant place to entice readers into signing up for a newsletter, clicking through to a landing page, subscribing, and so much more. You have already got their attention and it’s easy to exploit an interested reader.



As previously mentioned, blog posts are the easiest way to improve your SEO and ranking in search engines. It’s important you optimise your blog posts properly so they can achieve their search engine potential. You can optimise your blog posts through…


Meta titles

Your meta title can be, and most likely will be, the same as your blog post title. Your blog post is what you wrote initially to attract readers, and so it’s perfectly fine to use this as your meta title. However, you should make sure your meta title is no longer than 75 characters.


Meta descriptions

The meta description is what search engines will show under your meta title. This description can simply be a bit from your blog post that you find particularly interesting and intriguing, or a new paragraph that explains the blog post as you want it to. The meta description needs to be intriguing enough to draw people into clicking and reading.


H1 tags

A H1 tag is described as the “title of a post” and the “largest text that stands out”. Simply put, it will be the title on your blog. H1, or ‘heading 1’ on our sites, usually defines the most important heading. It allows search engines to easily see what the blog post/page is about.


Image alt tags

Alt tags are useful for images as they describe what the image is. This makes it accessible for everyone, as well as allowing search engines to fully understand the imagery you’re using. Making your blog 100% accessible is extremely important nowadays.


Internal links 

Having internal links allows readers to click through to other, relatable content if they so wish. This doesn’t even have to be content you have created. These links can be content or websites you like; which, in turn, could have a positive outcome for you as the owners of the content/website could then feel positively about you and do the same for you in return.




Things like SEO can help organic search traffic increase without even having to promote your blog posts. However, it’s always beneficial to promote the posts around to a new audience directly.


Share it

If you have social media accounts - share your blog post! It’s always beneficial to share your content and work on social media. Sharing your content on social media also makes it easier for others to share it, too. It means more exposure and reach; there’s such a vast audience out there nowadays, potentially interested in what you do. All it takes is sharing your blog posts, and you may get new leads and customers.


Email it

If you’re in business, you will more than likely have an email newsletter subscriber list. Well, why not send out your blog post to this list? Your subscribers are once again being reminded of you, and with an amazing piece of content.


Talk about it

Don’t always just rely on sharing content. Often, talking about it in conversation can be a way to create excitement and interest around it. Search for influencers and people discussing the topic your blog post can be related to and join in. As well as this, talk about your content to those around you. This can be spread further through word of mouth.



Creating blog posts and sharing them is all well and good, but what are you doing it for? Most likely, you’re wanting more website traffic. Whatever you’re wanting, you need to make sure you have decided what your overall goals are and how you’re going to measure the results. This way you are aware of what to look for.

If you use Google Analytics as a way to track website traffic, there are a multitude of metrics you can measure and analyse to see how well your content is doing in terms of reaching your goals. A few of these metrics include visitors; you can easily see how many visitors your website earned from each blog post. You can also analyse each blog post in terms of bounce rates, average session duration, and so much more.


All of these metrics allow you to confirm what blog posts perform the best and how people engage with them


If you’re noticing a positive trend, you will know to continue writing and sharing content as you currently are. Similarly, if you’re noticing a negative trend, you can find out what may need changing and you can analyse how to change this to improve the overall performance.

Measuring how well your content is doing is imperative. It’s absolutely crucial to keep up-to-date with the data your analytics and insights collects as it will show you what to improve and what performs well.


Writing blog posts are the easiest ways to indicate to audiences that you have an advanced and extended knowledge in your sector. This expertise can naturally build up their trust, which automatically puts them one step closer to becoming a lead or a customer. It’s important to buyers that they can trust a brand they want to purchase from, and a blog page is one way to provoke this trust.

They are one of the best ways to increase organic search traffic. If done correctly, your SEO can mean that your blog posts and website appear higher up in the search results. This higher ranking means more people will trust the reliability of the link and click through to it. Increasing clicks can be vital; especially if a higher click through rate is your next overall goal. 

To wrap it up, having a blog page is one immensely helpful way to grow your audience.


You’re showcasing your expertise and knowledge to your audience, who then has trust in you built up