Backbone Media B2B Marketing Blog
If there’s one part of the content marketing process many people struggle with, it’s generating B2B blog topics. Because even if you have the energy to update your blog 2-3 times per week, thinking up clever, unique, and interesting topics and titles can feel like a full time job!
In fact, Jon Morrow of Copyblogger fame claims he spends as much time on the title as he does on the writing of the post. Talk about commitment!
Fortunately, we’re here to make it a little easier for you. Here are the four steps of brainstorming and writing B2B blog topics that will help you do it quickly and efficiently.
1. Identify a topic
The first step in crafting a blog post is to decide which topic you’ll cover. Unfortunately, when you start with a B2B blog topic of “anything,” it’s hard to find enough context to make a decision. It can be surprisingly difficult to narrow down this part of the writing process.
Depending on your industry, your company may cover a range of topics. For example, topics in the content marketing industry might be any one of the following:
- Lead generation
- Social Media
- User Experience
- Graphic Design
- Search Engine Optimization
- Inbound Marketing Best Practices
- Inbound Marketing Trends
If you get stumped writing about the usual suspects, head over to your client’s favorite industry blog and look at which categories are listed on each of the posts. This will not only give you an idea of what to write about, but it will also give you insight into what is popular or trending among your target audience.
2. Focus on a keyword or key phrase
Once you’ve decided on a topic, you can move onto identifying a specific long-tail or short-tail keyword to you will write about and include strategically throughout the article.
The keyword you choose will be based on your website’s SEO strategy and your target customer’s needs. Perhaps you want to strengthen your website’s credibility for a given keyword or key phrase, or perhaps you need to generate marketing materials your sales team can send to a client. Either way, plan your keyword or key phrase in advance and use it in the headline, first paragraph, and throughout the text.
3. Nail down an approach
The second to last step is to nail down your approach by providing context to your blog post — this will be how you approach the piece. Are you providing the pros of the topic? The cons? A history of it?
Use brainstorming tools to help jog your memory. We love Tweak Your Biz Title Generator and Topsy, which both can help you generate hundreds of blog post ideas by typing in a simple keyword phrase. It’s unlikely you’ll be able to use any of these ideas straight out, but just reading each list will let you get your juices flowing and help you create the perfect approach for your blog post.
4. Use a proven introduction technique
When it comes time to start writing, it can be tough to get going with an introduction. Our best tip? Write the article first and the introduction and conclusion last! This allows you to a write clear and succinct introduction that gets right to the post and accurately introduces your blog post.
Since the introduction is what helps someone decide whether or not to read the rest of the post, use one of three proven techniques to introduce your post:
- A quote from a reputable website or leader in your industry (Today, digital marketers operate on a continuous schedule that matches the hypercompetitive online space in which we operate. -Hubspot)
- A question that your customer might have (Do social media strategy websites have it out for you?)
- A common mistake in the form of a statement (You’re probably thinking the only way to be successful in inbound marketing is to tie yourself to your desk.)
Here are 11 more ideas to help you open your blog posts with interesting and actionable introductions — and make sure you include your keyword or phrase within the first paragraph.
Your content is only as strong as its B2B blog topics and headlines. So put time into researching the right topics and crafting the right headlines. Your website traffic and social media shares will thank you!