10 July 2023

B2B Blog Post Ideas: 5 Ways to Find Engaging Topics

Updated July 2023: Coming up with B2B blog post ideas just got a whole lot easier. 

That’s good news, considering the fact that in recent years, blogging has become a crucial marketing tool for just about every industry. 

A B2B blog can help you to establish authority, drive traffic to your website, engage with your target audience—and even make sales. B2B blogs offer a unique opportunity to showcase your industry expertise, establish yourself as a thought leader, and build relationships with customers and prospective business partners. 

So if you’ve ever struggled to come up with fresh and relevant content ideas for your blog, keep reading for 5 ways to come up with more B2B blog post ideas, resources to help you blog like a pro, 8 types of blog content to try and B2B blog post examples.

What you’ll find in this post:

How to get B2B blog post ideas—pronto
1. Balance your business goals with your audience’s needs
2. Listen to your audience
3. Check out the competition
4. Use content tools
5. Build on existing blogs

8 kinds of blog post to try [+ B2B blog post examples]
1. Informative blog posts
2. Thought leadership blog posts
3. Case study blog posts
4. Product and service update blog posts
5. Opinion piece blog posts
6. Infographic blog posts
7. FAQ blog posts
8. Interview blog posts

No time for blogging? Don’t worry.

How to get B2B blog post ideas—pronto

If you’re in charge of creating content for your company’s B2B blog, you know that coming up with new and interesting ideas can be a challenge. To keep your blog fresh and engaging, you need to constantly be generating new topics that will appeal to your target audience. 

But where do you start? How can you come up with ideas that are not only relevant to your industry but also valuable to your readers? 

In this post, we’ll explore 5 strategies for uncovering click-worthy and engaging B2B blog post ideas and 8 types of blog posts you should consider writing. 

1. Balance your business goals with your audience’s needs

When coming up with B2B blog post ideas, it’s important to keep your reader’s interests in mind. While blogging gives you complete control over your messaging, don’t forget you have to provide value to your readers.

We get it: Your blog is ultimately a marketing tool, so it’s only natural that you’re focused on using it to advance your business goals. There’s nothing wrong with that—but if you don’t find a way to balance your content with your audience’s needs, they simply won’t read your content. 

Find the sweet spot for your blog topics

When you’re trying to come up with great ideas for B2B blog posts, start by brainstorming issues facing your industry—that your products or services can solve. Consider your audience’s specific pain points and find ways to address them with your content. 

And remember—you don’t have to (and probably shouldn’t) sell your product in every blog post you publish. In fact, you can build trust (and authority) by providing your readers with value through helpful, informative content that keeps them coming back for more. 

Instead of using a direct (and often offputting) call to action like “talk to our sales team”, you can nudge them into your lead funnel by inviting them to “subscribe to our newsletter for more useful insights” or “we’d love to hear your thoughts on this topic—follow us on Twitter/LinkedIn and tell us what you think”.

Dig Deeper

Mapping your content to your audience’s stage in the buyer journey is an effective way to make sure you’re giving them the right type—and amount—of information for their current needs. 

The buyer’s journey is often described in terms of stages of awareness, moving from “problem aware” (they know what challenge they’re facing) through “solution aware” (they’re considering different solutions to their challenge), to “product/provider aware” (they’re comparing specific solution providers). To learn more, check out this guide to tailoring your blog content to the various stages of the buyer journey by Hubspot.

Learn how to craft the perfect CTA by checking out our blog post on call-to-action examples.

2. Listen to your audience 

Another option for getting B2B blog post ideas is to listen to your audience. If you know where to look, you’ll find that they’re constantly revealing what they’re interested in, what challenges they’re facing, and which questions they have (that you could be answering in your content). 

So where do you look? Forums like Reddit and Quora can be treasure troves of information about your target market. So can dedicated groups on social media platforms like Facebook or LinkedIn. 

Subscribing to industry newsletters and following thought leaders in your space on Twitter can also help you stay informed on the topics trending in your niche and give you plenty of B2B blog topic ideas.

You can even go straight to the source and ask your audience directly. Whether you ask on one of the forums mentioned above, use a social platform to run a poll or quick survey, or chat to your existing customers, all you have to do is ask.

Here are some examples of questions you could ask them:

  • What types of (industry-related) content do you read? Why?
  • Where do you go to find information? e.g. LinkedIn, Slack groups, industry forums?
  • What topics would you like to learn more about? 
  • What types of blog posts do you find most helpful?
  • What challenges are you currently facing? 

Pro tip: Your website analytics (or CRM, if you have one) can tell you which of your existing blogs get the most traffic, engagement and conversions. And when you know what already works, you can create similar content. 

Dig Deeper 

To learn more about website analytics, check out these resources:

You might also want to explore social listening tools, which allow you to track social media channels for mentions of your brand, competitors or specific keywords to see what people are talking about in your niche. 

Here’s a good primer from Hootsuite on social listening tools with examples of which tools you can try out.

3. Check out the competition

Your competition can be an invaluable resource for coming up with blog ideas. What do other B2B marketers in your industry blog about? Visit your competitors’ blogs, as well as any blogs related to your field, and keep an eye on the kinds of blogs they’re publishing. 

You’ll often find opportunities to address gaps in topic coverage, or even to write a better, more helpful and comprehensive blog on the same topic. Remember, the goal is to provide value—so if your blog can provide more value than your competitor’s, it doesn’t matter if you cover the same topic. 

You can conduct more detailed research, provide more relevant and actionable information, and link to authoritative sources. Then ask other blogs to link to your post instead of the older material. You could even write a rebuttal-style blog if you come across an opinion or perspective you don’t agree with.

And don’t limit your search to your competition’s blogs. Keep an eye on social media channels, too. Popular tweets, Facebook pages, LinkedIn discussions, webinars, industry reports and even news items related to your niche can all spark great B2B blog post ideas. 

Dig Deeper

Want to learn more? Here’s a good resource from Social Media Examiner that will help you get blog post ideas from your competitors

4. Use content tools

There are plenty of online tools that can help you identify the best B2B blog post ideas. Here are a few tools worth trying:

  • Google Trends: You can use Google Trends to see which topics are getting the most Google searches. You can either type a specific search term to see interest over time or use the Explore feature and configure the location, category and time range to identify topics trending in your industry and location.

  • BuzzSumo: BuzzSumo is a tool that helps you identify trending topics and generate content ideas (and even briefs!) with a click. 

  • ChatGPT: ChatGPT is a generative artificial intelligence tool that can be very helpful as a blogging assistant—especially for brainstorming topic ideas. All you need to do is ask it a question like “Give me 10 B2B blog post ideas for XYZ industry” and presto! It spits them out in seconds. Check out the screenshot below for the blog post examples it gave me. 

Screenshot from ChatGPT of a prompt and responses

Dig Deeper

If you want to get serious about using your blog to drive traffic to your website, you’ll want to familiarize yourself with search engine optimization (SEO) tactics and keyword research. 

In a nutshell, SEO is about priming your content to rank as high as possible on search engine results pages, while keyword research is about identifying which keywords have the potential to drive the most search engine traffic to your website. 

There are a number of different tools you can use to do keyword research to identify and prioritize your blog post ideas, including SEMRush, Ahrefs, Moz and Keyword Surfer. 

If you want to learn more, read Search Engine Journal’s very comprehensive introduction to SEO for beginners or take Ahrefs’ free Blogging for Business course. 

5. Build on existing blogs

Ideas for blog post topics don’t all have to be brand new! 

Don’t neglect to update your existing blogs from time to time. You can breathe new life into them by adding new insights, updating statistics and citing new research or adding an interview with a thought leader in your industry. 

Experiment with repurposing content in different formats to get more mileage out of each piece of content. For instance, you could transform a series of tweets into a blog post, turn your blog posts into YouTube videos or publish a series of blog posts based on a survey or report you’ve published. 

You can also read through your existing blog posts to identify opportunities to create new posts in which you dive deeper into topics you mentioned briefly previously, and then link to these new posts from your existing posts. 

Dig Deeper

Use relevant anchor text to build internal links between related blog topics on your website. Creating topic clusters around content pillars is a tried-and-trusted technique for establishing yourself as an authority in your industry or niche.

Need a step-by-step process for generating blog post topics?

Use our Topic Generator Worksheet to get 9 questions to ask yourself when brainstorming blog topics, as well as sample answers from other SaaS marketers. Download the worksheet.

8 kinds of blog posts to try [+ B2B blog post examples] 

Now that you’ve got a toolkit to help you unlock B2B blog post ideas, let’s take a look at some of the different kinds of blog posts you could create. Below, you’ll find 8 kinds of blog posts, each with 3 B2B blog post examples.  

8 kinds of blog posts to try

1. Informative blog posts

Informative blog posts aim to educate readers on a particular topic or concept. They can be how-to guides, listicles or tutorials, and usually contain actionable advice or tips. 

Here are some informative blog post examples:  

  • “10 tips for improving your time management skills”
  • “A beginner’s guide to getting the most from your CMS”
  • “5 ways to improve your product management skills”

2. Thought leadership blog posts

Thought leadership blog posts are posts written by industry experts who share their opinions and insights on current trends, news, and developments in their field. They often provide a unique perspective on issues and offer solutions or recommendations.

Here are some thought leadership blog post examples:

  • “Why AI will revolutionize the healthcare industry”
  • “The future of remote work: Challenges and opportunities”
  • “The impact of social media on modern marketing strategies”

3. Case study blog posts

Case study blog posts highlight a real-life example of a problem or challenge that a company or individual faced and how they solved it. They are often used to demonstrate the effectiveness of a particular product or service.

Here are some case study blog post examples:

  • “How Company X increased sales by 50% using our software”
  • “A successful content marketing campaign: A case study”
  • “The benefits of implementing a CRM system: A case study”

4. Product and service update blog posts

Product and service update blog posts announce new or improved products or services and give the reader information about their features and benefits. These posts can also include information on pricing, availability, how (or where) to purchase them and promotions such as free trial periods.

Here are some product and service update blog post examples:

  • “How we’re reducing our carbon footprint—one employee at a time”
  • “We’ve updated our app with new features to improve user experience”
  • “Our service now offers same-day delivery

5. Opinion piece blog posts

Opinion piece blog posts express the author’s views on a particular topic, issue or news story. They can be controversial or galvanizing, and are often used to spark discussion and debate.

Here are some opinion piece blog post examples:

  • “Why the gig economy is exploitative—and what you should do instead”
  • “AI is going to ruin the workplace—here’s why”
  • “Why the education system needs to be reformed”

6. Infographic blog posts 

Infographic blog posts use visuals such as graphs, charts and diagrams to present complex information in an easy-to-understand format. They can be used to illustrate statistics, trends or comparisons—and they can also tell a story.

Here are some infographic blog post examples:

  • “Low code vs. no code: An infographic”
  • “The evolution of social media: A timeline”
  • “The most popular programming languages: A visual comparison”

7. FAQ blog posts

FAQ blog posts answer frequently asked questions about a particular topic, product or service. They can be used to provide clarification and reduce confusion—and lower the burden on your support staff.

Here are some FAQ blog post examples:

  • “FAQs about our new software update”
  • “Answers to common questions about our app”
  • “Everything you need to know about our new membership program”

8. Interview blog posts

Interview blog posts feature an interview with an expert or influencer in a particular field. Interviews provide insights into the person’s experience—and opinions and can be powerful one-of-a-kind content assets and link magnets. 

Here are some interview blog post examples:

  • “An interview with [marketing influencer] on product marketing”
  • “A conversation with [well-known founder] on their creative process”
  • “[Industry expert]’s advice on successful hybrid workplaces”

No time for blogging? Don’t worry.

We can help. Check out our professional B2B SaaS blog writing services to help your business expand brand awareness, build thought leadership, boost conversions and increase revenue. 

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Emily Amos

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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