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March 15, 2010
5 Ways to Write a Killer B2B Blog Post
Posted by Maria Pergolino
A challenge many B2B organizations face is consistently creating content that’s unique, relevant and resourceful – all at the same time. Learn to write killer B2B blog posts with these 5 tips:
1. Make a list. One of the simplest B2B blog post concepts can be the most effective: list posts. Think “25 Must-Read Email Marketing Resources,” “15 Influential Leaders in Search Engine Optimization” or “30 Can’t Miss Social Media Conferences.”
List posts are effective because they are easily scanned. Plus, readers know exactly what they’re getting simply by viewing the headline – influencing many to share the content with their social networks even before clicking through themselves.
List posts can also effectively attract inbound links. For example, with the “15 Influential Leaders in Search Engine Optimization” post, thought leaders profiled are likely to link back to the post from their own blog or corporate website.
2. Write the unexpected. Tips and checklists are popular blog formats, but to create a post that truly stands out, write a reverse tips or checklist post. For example, instead of “10 Ways to Improve Deliverability on Your Next Email Campaign,” try writing “Top 10 Ways to Get Flagged as Spam.”
When it all boils down, both posts offer similar takeaways: how to ensure your emails reach subscribers’ inboxes. The reverse post concept may be even more successful at attracting readers and inbound links, thanks to the “shock” value.
3. Play off current events. Relating B2B blog content back to current events can help make posts relevant, timely and interesting.
For example, an event planning software company could leverage a news item about the Winter Olympics on its blog. A post could discuss the planning element of the large-scale event, and tie in the company’s business offerings.
4. Leverage someone else’s thoughts. Thought leader interviews make great content for B2B blogs. The Modern B2B Marketing Blog has used this concept with our Thought Leader Interview Series, where influential figures such as Anneke Seley and Bill Odell have provided insight on a range of B2B marketing topics.
Leveraging the insight and opinions of respected industry leaders not only provides interesting, relevant content for readers; it can also position your B2B organization as a thought leader.
5. Use stats, poll results or other research. Research-driven posts – whether based on an in-depth research report or a less formal reader poll – are another killer element for B2B blogs. B2B organizations can leverage their own research, or that of other groups.
The benefits of research-driven posts are two-fold: First, byte-sized statistical information is simple and quick to read. Secondly, it’s easily sharable via social networks.
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Dave Finkelstein said on March 15, 2010 at 8:03 am
Great Love the reverse list idea. Everyone has lists. Turn it around.
Hillel Porath said on March 15, 2010 at 12:53 pm
Great post! I would also add that B2B blog post must focus on a pre-selling strategy as well.
Bob Lim said on March 17, 2010 at 8:52 am
Helpful post! You might want to try http://www.dnavertical.com for outsourced business development. They have a been big help with getting our company off the ground. They are highly recommended.
Alex said on March 17, 2010 at 11:08 pm
Maria,
Great post. I just started a b2b blog a month ago, so this advice couldn’t have come at a better time. Looking back at all of my three posts, I’ve done some of the things you recommend, but it’s good to have your list.
Much of your advice is also best practices in journalism.
Alex
b2bstories.com
Arturo F Munoz said on March 18, 2010 at 3:49 pm
Here’s another tip:
Write an attractive title to your post by promising some reward to the reader.
I must confess I’m still working on improving that skill for my own professional blog. But it’s a critical skill to sharpen if you want to drive traffic to your posts through Twitter, for example.
You can promise some positive benefit, like making a gain, an improvement or an increase in something. Else, you can promise the avoidance of a negative, like eliminating a risk, avoiding a mistake or reducing some undesirable situation for the reader.
Kristina Stiffler said on March 22, 2010 at 6:51 am
Great tips! Another idea is to do a review of a book or ebook that would be of interest to your audience. You’ll provide value to your readers and save them some time.
Jamie Beckland said on March 23, 2010 at 10:52 am
Once you have great blog posts, you have to make sure you’re seeding them out into social media also. That’s some that I discuss in my upcoming webinar on using social media for B2B lead generation: http://bit.ly/aBa6g3
Roundup of B2B Social Media Posts | Social Media B2B said on March 26, 2010 at 11:46 am
[...] 5 Ways to Write a Killer B2B Blog Post (from @Marketo) A challenge many B2B organizations face is consistently creating content that’s unique, relevant and resourceful – all at the same time. Learn to write killer B2B blog posts with these 5 tips. [...]
Zara Brunner said on March 30, 2010 at 6:30 am
Nice, succinct post. After launching a group government blog a few months ago, I completely agree. The posts that get the most views, comments, and shares are those that are relevant to the audience, informative, interesting and engaging. Thanks for sharing this.
Top Ecommerce Blog Posts and Articles For March said on April 1, 2010 at 5:38 am
[...] 5 Ways to Write a Killer B2B Blog Post – Marketo Another blogging related gem for B2B websites [...]
Steve M said on April 15, 2010 at 12:29 pm
Great advice on the reverse tips. Something that has helped me is to spend time analyzing the headlines/articles that make it to the front page of Digg. I’ve been a member there for a long time, but only recently starting looking at what I see with an analytical eye. For those unfamiliar with Digg.com, it’s a new site where the users vote “digg” for articles or vote against them “bury”, the most dugg articles end up on the front page.
A quick plug closer to home. One of the best B2B leads one can find is a new businesses, and I’ve written about that briefly in my blog.
http://www.startupleads.com/blog/2010/04/2909-new-businesses-i-e-sales-leads-added-this-week/
Thanks for the great post.
Marketing Automation Software News » Blog Archive » 5 Ways to Write a Killer B2B Blog Post said on April 27, 2010 at 1:55 pm
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ellipsis dive said on August 25, 2010 at 6:23 am
Hello. You are right. One of the best methods to get your blog post to be read by people is to create lists of interesting subjects 
It really works.
Kathy Tito said on March 15, 2010 at 6:06 am
Great post. After conducting over 650 email campaigns, the metrics (open, click, convert) have shown that positive messages and imagery are more successful than the negative. Generally speaking, it’s easier to follow what to do, than what no to do. I often compare business advice like this to dietary advice – eveything is much easier said than done, and you have to be specific.
It’s more productive to say, each a small egg beater omelette for breakfast versus, don’t eat donuts for breakfast. Give the answer, don’t wrap it in a scolding about what not to do. You’ll get more loyal followers.