Blog for B2B: why open it and how to use it to increase leads and sales

by Alex Musk
Blog for B2B: why open it and how to use it to increase leads and sales

Starting a B2B blog can be an opportunity to increase sales and leads. But how to create the right content? Here are the tips for starting a B2B blog, the advantages and the best strategies for receiving new leads.

The B2B sector ( Business to Business ) indicates intra-company trade, i.e. all those commercial transactions that occur between two companies, or between a company and professional customers.

When you decide to open a blog and create a content marketing strategy in the B2B sector, a consistent study is required as well as a lot of attention to be able to get in touch with your potential business customers ( who are often more demanding than the final consumers , who identify the B2C sector ).

In the field of B2B, relationships that are established in person, with professionals and companies are very relevant, but in a world that is increasingly moving towards digital it has become important to use a B2B blog on your own as an inbound marketing strategy. website.

A blog can help those who work in B2B to obtain: a greater number of leads , increase sales and become a reference point in their sector.

To get these advantages you need to know how to create the right content for a B2B blog , you need to monitor the results in order to check that they are working and understand how to lead your potential customers to make purchases or contact requests to your company. .

The Topic of this post

  • 1 Creating content for a B2B blog: identifying buyer personas
  • 2 Keyword research and editorial plan
  • 3 Useful tips for creating content that works
  • 4 B2B Blog: Write content based on awareness levels
  • 5 Why open a B2B blog: advantages
  • 6 How to leverage the B2B blog to increase leads and sales

Creating content for a B2B blog: identifying buyer personas

Creating content for a B2B blog requires first of all that you identify the target or even better the buyer personas for your business.

Buyer Personas are an image designed to best represent the type of users who could read blog content, interact with the brand, and make a conversion .

The creation of a buyer personas begins first of all with the identification of the target that can be performed by asking information to your sales team who knows the company’s customers well and what they need.

Therefore we need to take the company’s current customers as a basic model for the study of buyer personas .

Having verified which are the regular business customers who come to your company, it will be necessary to identify: needs, objectives, reasons that push them to make a purchase.

In addition, it is advisable to evaluate if there are any weaknesses, to position the brand also as a useful source for solving customer problems.

Once this overall assessment has been made, the buyer personas will be able to integrate all this information into their content marketing strategy for a B2B blog.

A tip: each buyer will have different perspectives within your niche, so it is possible that even more buyer personas will be identified.

This study is important in order to optimally segment all future marketing initiatives.

Additionally, continually updating buyer personas will help you keep up with any changes.

Keyword research and editorial plan

Identify the buyer personas and then identify the target of professionals and companies to refer to, it will be necessary to work on the creation of an editorial plan for a B2B Blog .

Don’t rush into writing content that may not prove useful.

The first step to avoid errors from a content point of view is to search for the best keywords for the sector to which reference is made.

B2B blogging must start with a content strategy that is well thought out.

That’s why from this point of view, keyword research can be a concrete help, on which to base part of your content.

The keywords are the keywords that best identify your sector, these can be identified using specific online tools, some for a fee such as: SemRush or SeoZoom . Others free like: Google Keyword Planner or Ubbersuggest.

If you have already activated a Google Ads campaign , in addition to the Keyword Planner, you can also use the best keywords identified on the platform for advertising promotion on Google and those that generated the most conversions ( as they will indicate those of greatest interest to your target customers ).

Once the keyword research is complete, you can start signing an editorial plan for your B2B Blog .

Of course you start from the keyword, but this must be contextualized, you must understand the psychology of the business user who carried out that specific search and check if that keyword will allow you to create content:

  1. Informational: that is a guide or article with infographics , or a video, that can help your business client find the answer to a doubt or in any case to an industry problem that you have in common.
  • Transactional: that is, a content that derives from a keyword that refers to the purchase or in any case to receiving more information on a product that you personally sell to the professionals and companies to which you refer.

For transactional keywords you can create content that emphasizes how to use that particular product, its advantages, or how it can improve the work of a professional etc …

In this case, the content must lead the user either to request more information or to make a direct purchase of the product (if you have a B2B e-commerce ) or the proposed service.

Once the editorial plan has been created, you can continue with your work for a B2B blog by studying how to correctly create the contents.

Useful tips for creating content that works

As mentioned, different contents can be created for a blog in the Business to Business sector.

Some of these are based on researching the best keywords for your industry.

As mentioned, these can give you an idea of ​​what content to create and how to best deal with the topic.

I’ll give you an example:

You have a company that sells products and machinery for the removal of shavings to artisans, companies operating in the sector.

These are your Buyer Personas. Now not all content will be suitable for every relevant buyer personas.

So you will have to create, based on the keywords detected, information content that helps:

  • The craftsman to verify, for example, which is the best tool for turning a particular material.
  • The company to choose the medium or large machinery that it needs for lapping, diamond turning, etc … for specific industrial processes
  • The company or the craftsman to solve a specific problem of their sector of belonging.

The information contents , in addition to referring to the keyword, must give a professional and specific answer to the resolution of a problem.

Or in any case you should provide advice that is perceived as useful, professional and that induces potential customers to refer to you as: expert in the sector, as a “company” to which to turn for advice and for a purchase.

The best informational content , in addition to having to be created in a careful and comprehensive way, usually also presents insights and careful explanations using infographics, concept maps, videos, etc …

Once you have chosen the best information content, you will most likely find yourself in front of keywords ( dry keywords or keywords made up of two or three words ) or queries ( search phrases used by users ) that you will need for the creation of transactional content.

In this case, always taking for example a company that provides services and machinery for the removal of chips, you may find yourself having to answer with an article to questions such as:

  • ” Better the XCXX Lathe or the XCDX Lathe?”
  • “Boring machine of the C brand or of the Z brand”
  • “Are there any advantages to buying a milling machine?” (and here you could propose the milling machine that you sell, and let him understand the advantages and benefits it can have on the work process)

The final concept is not to only create articles for the B2B Blog that are essentially related to the sale of the product or service.

But also texts that help the user and that give you the opportunity to increase your brand authority and consequently consolidate the trust of your business customers in your company.

B2B Blog: Write content based on awareness levels

In the B2B sector, the levels of awareness of potential business customers can be exploited.

During the purchase process or request for an appointment / consultation, the business customer goes through various stages of interaction with the brand.

For this reason, it is necessary to communicate adequately based on the stage in which the customer is, this could determine the success or not of a certain content.

Every day in a company or business, or for a professional, problems may arise to be solved.

Or it may happen that the customer is interested in discovering innovative services, methods or machinery that help him speed up his work.

That’s why creating various content in order to target various levels of awareness can be useful for a B2B blog.

  • Contents for the first stage of awareness

At this stage the buyer is experiencing a specific problem and is trying to understand how to fix it.

When creating content for customers in this phase, focus not on the products or services that are being sold but on the help you can give them by informing and helping them in a professional way.

In this case, the main contents can be: guides, infographics, videos that support informational keywords.

  • Consideration phase

At this stage the customer has an understanding of the problem and is looking for a specific approach to solving the problem.

At this point the business buyer will compare various methods, products or services to find the most suitable for him.

In this case the contents of the B2B blog include: technical texts on a comparative basis (for example: better service / product X or Y?).

In addition to these you can also “attach” to these contents live webinars to discuss with customers and give them technical answers and satisfactory advice.

  • Decision phase

In this last phase, the buyer knows what the solution to his problem is, he knows which product may be the best, he just has to choose which one to buy and the supplier who can sell it to him.

In this case, the content will be focused on making him understand how your X brand products or services are ideal to help him outright.

The content at this stage should include: testimonials from other business customers who have benefited from that particular product or service, case studies , product and pricing sheets, content that ultimately offers free advice.

Why open a B2B blog: advantages

Now that we have seen how to create good content for a B2B blog, let’s go into the main advantages that can be obtained by doing this content marketing job.

The main advantages of a B2B blog are:

  • Generate qualified leads

The posts and articles published on the company blog, on social channels, in industry groups etc … allow you to generate a greater number of leads for your website.

Generating interest or helping your business customers to solve a problem, creating content relevant to their products and services, will generate qualified leads that can be “passed” to the sales department.

Then continuing the sales process through a phone call, an appointment in their office etc …

  • Increase authority and credibility

Quality content serves to present you in your industry with greater authority and credibility .

Posting case studies, stories and problems common to your target audience that you have been able to solve will make customers understand your actual competence.

A business card that leads business customers to trust your advice even when you propose your products or services.

  • Brand Affinity

Today, overcoming the competition can become more and more complex, especially if you work in sectors where there is a lot of crowding.

This is why a B2B blog and a content marketing strategy allow you to improve and create engagement among users, thus also increasing conversions.

Establishing a Brand Affinity relationship with professionals and companies genuinely interested in the products you offer.

  • Increase conversions

The goal of a B2B blog is certainly to be able to increase conversions and contact requests.

Professional contents lead the business user to understand if your company provides services or machinery necessary for his work, consequently leading him to ask for a meeting, an appointment, a consultancy.

Or to make a purchase if you also have an e-commerce in the B2B field.

  • Improve your site’s ranking on search engines

Finally, an aspect that should not be underestimated is the fact that content marketing is also useful for positioning the website on search engines such as Google. Being found online is also very important for companies in the B2B sector.

To do this in an optimal way, in addition to a specific SEO strategy , you must also work on the contents and the right keywords , obtaining benefits from the point of view of positioning and reaching the top positions for the best keywords in your sector more easily.

How to take advantage of the B2B blog to increase leads and sales

B2B blog in addition to improving your Brand Authority in the sector can also help you increase leads (contacts) and sales.

To be able to achieve this goal , the first step is to optimally optimize your content.

So you should:

  • Create informative or transactional content with a professional tone of voice that suits business customers
  • Guides or articles based on keywords for which the customer’s search intent is understood
  • Insertion at the end of the article / guide of a contact form or a slide with the products, services or product sheets that you offer to your customers.

In addition, you could take advantage of copywriting for B2B , also creating content that leads the user to leave their email address, collecting useful leads for your email marketing campaign .

Having created good content for the B2B blog , you don’t just have to wait for it to rank on search engines ( which can happen with good keyword research and content that really responds to users’ needs ), but you will have to try your hand at advertising them.

In this case, you can therefore choose to increase contacts and leads by advertising your content:

Social Network

LinkedIn and Facebook are two social channels that you can use to increase the number of business users who read your content and consequently the leads and potential sales.

On LinkedIn you will surely have a well-selected network with profiles of interest to your business.

On Facebook you can: join industry groups and use your content to help users and inform them.

Can’t find a suitable group? You can make your own! Facebook groups in recent times are among the best tools to increase your audience and create interest in your product or service.

  • Email marketing

In addition to social networks , you should extend the submission of content for your blog through email marketing as well.

With the contacts you already had and those you collect over time with your articles, you can increase both the Brand Authority and create a relationship of trust over time that will also lead to an increase in your customer package.

Finally, to improve sales and lead collection, I also recommend that you measure the performance of each piece of content on your blog.

In fact, by monitoring the contacts and sales you make with the contents of the blog you can understand which are those that interest users most.

As a result, you will be able to adapt your editorial plan to the needs of your customers and get more and more performance.

To measure the performance in terms of sales and leads of your content you can take advantage of the KPIs (performance keys) among which there are:

  • Website traffic
  • Time spent on the page
  • Bounce Rate ( Bounce percentage )
  • Email open rate
  • Share rate and likes on your social media posts
  • Conversions
  • ROI ( Return on Investment )

The monitoring can be done with tools such as: Google Analytics , paid tool for the analysis of published content (SemRush or Seozoom), Google Search Console, analysis tools for Social Media.

By adopting these precautions, the B2B  mortgage blog presents itself as an important digital marketing tool , even for those who have to interface with business customers such as professionals and companies.

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