B2B blogging presents its own special challenges. There are team members or bosses to please. There is a company image to uphold. How do you connect with your target reader and not bore them to tears with corporate-speak?
Maybe you’re a small business owner struggling to blog for an enterprise audience. Maybe you’re a solopreneur blogging for small to medium businesses, or an enterprise author trying capture the attention of other large businesses. How do you find your voice?
Here are five authors who offer insight and inspiration for these and other business blogging challenges.
I had to chuckle when Neil Patel says he’s resisting the urge to dive into too much detail. Despite his self-deprecating claim, this is a comprehensive guide to starting or improving a business blog.
“Why B2B? Because B2B blogs are notoriously difficult. They often run aground within weeks of launching. The articles are generally written in a boring way. Most of the time, they simply don’t work.”
It covers the what, why, and plenty of how-to as it applies toyour B2B content creation.
Not convinced of the power of blogging for your small business? Richard Bayston answers the question all business owners ask, “Why blog at all?” with:
“Companies that blog can generate up to 67% more leads.”
“Inbound leads…cost 60% less than outbound leads…”
“…they’re up to 10 times more likely to convert…”
He continues with several more convincing B2B statistics and outlines specific strategy and tactics. In short, “When you approach it [blogging] right, with a solid strategy backed by data, you can create posts that wow your readers and blow up all the numbers you care about.”
If you manage or write for a blog, you’ve learned to always be on the hunt for inspiration. Here are ten companies highlighted by the champions of B2B blogging, Hubspot. The article is from 2014 but the companies mentioned are still industry leaders. Their blogs are all active examples of what to do and how to do it.
The ten companies include automotive, high-tech, manufacturing, shipping, and file storage. Each offers insight into how the art and science of blogging can be applied to any industry or niche.
If you’re just starting a blog, Hubspot also offers 5 free blog post templates on this page.
Author Will Kerschbaum says,
"Blogging best practices are a great place to start. But don’t stick to them too tightly, or you could fall prey to the myths that’ll hold you back from seeing your best marketing results."
It’s easy to be sidetracked by the latest trend, statistic, or gimmick in blogging and small business marketing. Going down too many rabbit holes can make you crazy with distraction. Kerschbaum dispels several popular B2B myths and gives you the confidence to stay on track, whatever your niche. And it won’t make you crazy.
Some of the challenges of the B2B blogger include corporate constraints on image and copy, or setting the right professional tone without boring your readers to death. No matter the constraints, a blog author still has to come up with content. That’s a common problem among bloggers everywhere.
If you need some inspiration for blog content, this article from MarketingZen.com has 15 ideas that will keep you writing for a long time. Their list makes it easy to come up with interesting topics that won’t be held back by internal corporate constraints.
Have a story to share about overcoming a B2B blogging challenge? Let us know in the comments section below!