There’s a common misconception that B2B blogs can’t be successful or interesting. This couldn’t be further from the truth, especially as content marketing becomes a more prevalent practice. Making your business blog really interesting will take effort, but there’s no reason why your B2B blog can’t become a must-read for your audience. Here are our top tips:
1. Be indispensable
Do research into your target audience and use your blog to provide solutions to the issues that are worrying them. The more insight you can get into your reader, the closer you can align your content with their needs. Focus on being super-useful – with how-tos, astute industry observations and the answers to the questions everyone is asking – and you can prove your expertise, making your brand ‘stand-out’ and trusted in the industry.
Example: The FreeAgent blog shares practical advice for small businesses, like what to do if you’re late filing your tax return.
2. Look beyond the obvious
It’s a fact of life that some subjects just aren’t that exciting, but this doesn’t mean you can’t blog, it just means you need to get creative. Look for new and unusual ways to get your message across to make your blog more interesting. Try approaching subjects from a new angle or adding an element of popular culture.
Example: General Electric are masters at turning a fairly dull subject matter into captivating content. Recent content includes a fun ‘Game of inches’ microsite to demonstrate the impacts small changes they’re making are having on a wide range of industries.
3. Don’t be afraid to mix it up
All blogs benefit from variation, and a mix of content will help keep your B2B blog interesting for your readers. Post formats to try include videos, slideshares, infographics or image galleries.
Example: Search engine specialists Moz have great success with their ‘Whiteboard Friday’ blog, where they film a video of a complex SEO process broken down on a whiteboard.
4. Be personable
Although you’re writing for business, you’re still writing to be read by another human. As long as it fits within your brand values, there’s no reason not to inject a bit of personality into your B2B blog.
Example: Email software provider Mailchimp adds piles of personality to their blogs – including stuff they think is (in their words) “weird, dumb or funny” – to keep their blogs interesting and engaging, while still providing valuable information for their readers.
5. Be interesting to the right people
Make sure what you’re writing is helping your brand, not hindering it. In other words, although it’s good to add personality and approach your content from a new angle, don’t lose sight of the reasons you are writing a business blog. Your blog content should be supporting your business objectives and helping drive the right sort of visitors to your blog and your brand, not the general public. So focus your attention on making your content interesting to your precise target audience, and it will help engage and retain your customers’ loyalty.