30 March 2021

How to Create a B2B Blog Strategy in 6 Steps

Stand out from your competitors in rapidly growing B2B markets with a strong B2B blog strategy that helps you create attention-grabbing content. Your blog content should provide value to your readers by:

  • educating them on topics related to your industry
  • helping them solve problems
  • keeping them engaged with compelling writing as they move through your marketing funnel

In this post, we’ll dive deeper into why your company should have a B2B blog strategy and how you can create one in 6 straight-forward steps.

B2B blog strategy is crucial for your company

Gone are the days when cold calls and direct mail dominated the marketing industry. Today, blogging is a foundational component of any B2B marketing strategy.

It enables companies to increase brand awareness, drive conversions and generate revenue. However, for any content marketing tactic to be successful, it requires purpose and planning, which is why it’s essential to have a B2B blog strategy for your company.

Look at top B2B companies and you’ll find that 60% have a content strategy, compared to only 43% of all B2B organizations across the board. In addition, marketers who focus on blogging increase their chances of generating positive ROI by 13 times.

However, blogging isn’t all sunshine and roses. Creating a B2B blog strategy takes time and effort. And doesn’t provide instant gratification in the way running paid advertisements can. 

Blogging, and driving organic traffic to your website as a result, is a long game. Stick to your blog strategy and you’ll see results over time. You’ll also build stronger relationships with your audience than you ever could through advertising alone, thanks to high quality, interesting and educational blog content.

How to create a B2B blog strategy

1. Determine a budget

As a general rule, you should set aside approximately 30% of your marketing budget for content marketing. This pot of money will need to pay for not only writing blog posts, but distributing and promoting them as well. Consider whether it makes sense for you to create your B2B blog posts in-house or outsource the task to an external writer.

Remember to also budget for time, and keep in mind that if you choose to have an internal staff member execute on your B2B blog strategy, it may be a challenge for them to dedicate time to writing blog posts if they have other projects on their plate. Outsourcing to an external writer can free up precious hours for your team—and help you avoid the cost of a new employee.

2. Consider your audience

Ensure the blog content you’re planning to create will resonate with your audience so it can successfully drive leads and sales. While your B2B company likely already has audience personas drafted, it’s important to refer to them regularly and keep them in mind when crafting your blog strategy and choosing subjects to write about. 

Pain points and common industry or product-related questions make excellent blog topics. Make sure you’re connecting with your audience frequently to gather this information. And don’t just assume what they want to read based on your company’s existing personas.

3. Conduct keyword research

Keyword research is critical to any B2B blog strategy because it helps you understand what topics your prospects and customers are searching for online. This enables you to provide relevant information through your blog posts and drive organic traffic to your website.

SmartBug Media says it well: “Keywords are the reason your post shows up on a search results page. If you’re not using the right keywords, your potential customers won’t be able to find your content online.” So, don’t let your efforts go to waste.

Consider your audience personas when you’re conducting keyword research. For example, if your company sells legal software, you could look for search terms related to compliance. Once you have a list of terms your audience searches for, then you can write blog posts around them.

4. Talk to your sales team

While keyword research is important, if you want your B2B blog strategy to really shine with content that converts, you’ll need to have several in-depth conversations with your sales team about what truly resonates with your prospects at the Decision Stage.

Ask questions that dig deeper than simply gathering feedback on the features of your products. Find out how your solutions impact your customers in a bigger way. And then tell rich stories in your blog posts that create an emotional connection.

5. Plan your publishing schedule

Don’t just create a B2B blog strategy then start publishing posts at random. You need a content calendar to accompany your strategy and to ensure consistency in your blogging efforts. You should also consider using scheduling software. A good platform lets you publish posts to social media in batches, so you don’t have to do it manually.

Think about where it makes the most sense for you to distribute your blog posts. For example, promoting content on LinkedIn is an excellent way to reach B2B audiences. And 45% of B2B marketers have landed sales from the platform.

6. Measure performance and adjust

It’s essential to track, measure and improve the performance of your B2B blog posts on an ongoing basis. This allows you to adjust your blog strategy as needed to make it more effective. This process is called content optimization. It involves gathering insights and identifying the concrete fixes you need to make. By completing these tweaks, you’ll get the longest lifespan and greatest ROI out of your blog content.

Something else to keep top of mind is how relevant and effective your calls to action (CTAs) are. To find out which ones resonate best, see these 12 CTA examples from B2B SaaS companies like Zendesk, ServiceNow and Snowflake.

B2B blog strategy kick-off: how to find your next blog topic

Supercharge your blog strategy and download Uplift’s content idea generator so you can start creating original content that generates leads and sales. The topic generator tool includes 9 questions you need to ask yourself to come up with ideas for your blog content. Plus it includes examples of how other B2B marketers have answered those questions.

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Emily Amos, founder of Uplift Content
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies. Check out her bio.

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