4 Secrets to a Professional (and Successful) B2B Blog Post
Writing is hard, and writing well is even harder.
B2B companies are discovering this as they try to put content marketing initiatives into production. Companies realize that they need top-notch writing to attract an audience and then turn them into customers – this is especially true with their corporate blog.
A B2B blog post should be personable yet informative for the B2B audience. It should be written well enough to keep readers coming back, and they should have compelling calls-to-action that help convert a reader to a prospect (and eventually into a lead, and then customer.)
That’s a lot of pressure for a simple blog article, isn’t it? Here are four secrets that professional writers use to produce high-quality B2B blog posts every time.
1. Avoid overusing clichés and adverbs
- A cliché is an idea or expression that has lost its meaning through overuse. It’s has no weight behind it anymore.
- An adverb is a descriptor word used to modify a verb. It’s usually the mark of poor writing.
Both clichés and adverbs are the mark of lazy writing. Instead of relying on them, why not rewrite your content to be stronger? Instead of “paradigm shift”, try “a new way of thinking”. Remove the adverbs, and you’ll find your writing becoming more active. Your writing starts to move and becomes more persuasive.
2. Use the same language as your readers
By using the same language as your readers, you’ll notice that they keep coming back. Why? Because the words resonate with them. They find themselves nodding along to your content as they read, agreeing with your words. They begin to trust you because they feel like you know them and understand them. It’s an unconscious reaction, and they’ll start to know, like, and trust you.
3. Help, don’t sell
A B2B blog post isn’t the place where you sell your products. Readers come there for informative posts on topics they’re interested about. You have product and sales pages on your website to handle the sales side of things. Concentrate on helping your readers through your blog.
Added bonus: By helping them overcome obstacles, your readers will subconsciously think you can solve every issue they have, and will come to you first when they’re ready to buy.
4. Just stick to the facts, not opinion
For the most part, keep your blog posts evidence-based. Use facts and figures to make your case, and avoid giving your opinion. (Though opinion-driven posts are okay, just keep them to a minimum.) The facts and figures help lend authority to your words, and help strengthen the relationship you’re building.
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From the Backbone archive, first published December 29, 2014. How we help with content →
Questions people ask about content
What is B2B content marketing?
It's creating useful articles, guides, videos and posts that answer your buyers' questions, so they find you, trust you and get in touch. Good B2B content teaches before it sells, and it's built around the problems your product or service solves.
How often should a B2B company publish blog posts?
Consistency matters more than volume. One or two well-researched articles a month, promoted properly, usually beat a weekly post nobody reads. Publish on a rhythm you can keep, and update your best pages as things change.
Can AI write our marketing content?
AI can draft and edit quickly, but on its own it tends to sound generic and can get facts wrong. The best results come from people with real expertise directing AI, then editing and approving every word. That's how we work.
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