Finding Topics for Your B2B Business Blog

Guest post by Nick Stamoulis

A B2B business blog is a great and useful tool for numerous reasons. First off, a B2B content marketing strategy should focus on helping and educating their consumer; a blog is the perfect platform to do that.

Blogs are inherently social in nature (as long as you allow comments), which means they are great way to connect with your target audience and other industry professionals. A business blog also shows your target audience that you know how to talk the talk and walk the walk—you know your industry better than anyone else (which is why they need to work with you!)

However, just about every B2B business blogger seems to get stuck on the same problem — “I don’t have anything to write about.”

Yes, in fact, you do.

1. Questions from customer service

Every question your customer service team answers is a blog post. What questions do you see getting asked again and again? Chances are your customers are looking online first and couldn’t find the answer they were looking for. By calling, your audience is asking you for information they can’t find anywhere else. Give it to them before they even need it in the form of a blog post!

For instance, let’s say your company sells computer software. How often does one of your customer service representatives have to walk a customer through the setup process? Save your clients and customer service team some time and write a blog post that outlines the setup process so it’s easy for customers to follow. Do Mac users have to follow a different process than PC users?

That’s another blog post!

2. Introduce your employees

Do you know what a “hooker inspector” does? And no, it doesn’t have anything to do with the world’s oldest profession. A hooker inspector examines cloth for weaving or finishing defects. If you’re not in the textile industry, that’s probably not a fact you were privy to. Think about your target audience and what information might they find useful about your employees. What do employees at your company actually do? What are their responsibilities and how do their daily jobs impact your customers?

For example, if you work for a marketing firm, chances are you’ve heard the term “Director of Buzz” and have a pretty good idea of that person’s responsibilities within your company. But do your clients have the same understanding? What makes the Director of Buzz different from the Marketing Director or the Creative Director? Blog posts are a great place to get under
the surface of your company and give it a little personality.

3. Break down your process

How are your products made? What kind of materials do you use? Why do you make them that way? Take a magnifying glass to your business and look at it from all angles. We often get so used to the in-and-out of our daily routine that we forget just how interesting our business actually is. Just because we’re immersed in our industry, that doesn’t mean our customers are. A blog post is the perfect place to educate your target consumer so they can better understand your industry and what your company can do for them.

Let’s say your company sells refurbished office furniture. How do you restore an old conference table so it looks new? How do you customize pre-built cubicles so they fit in a new office space? How do you get your hands on all this office furniture in the first place?

Finding new topics for B2B blogging isn’t as hard as you think it is. If you feel like you’re getting stuck and writing the same things over and over, all you have to do to change the way you are looking at it!

 

Nick Stamoulis is the President and Founder of Brick Marketing and Search Engine Optimization Journal. With over 12 years of experience Nick Stamoulis has worked with hundreds of companies small, large and every size in between. Through his vast and diverse SEO, search engine marketing and internet marketing experience Nick Stamoulis has successfully increased the ?online visibility and sales of clients in all industries.

Comments

  1. Thanks for the great tips Kiesha!!! I also find myself lack of the muse to write every once in a while, great ideas!!!

  2. This tip will work for me for sure. Thanks for the share kiesha.

  3. Hi Kiesha,

    I’m a long way to go in business so i’m so glad to find your post here. These are really helpful tips i’m sure I will learn a lot with these methods. Thanks a lot for sharing your knowledge! ;)

  4. One more thing we can do is to find what our competitor are doing, but not making the same.

    • I’ve actually recommended to clients that they sign up for the RSS feed of a competitor’s blog and the company newsletter. It gives you a good idea of what kind of topics your target audience is interested in, as well as what your competition is NOT writing about. You can carve your own niche from there!

      Thanks for the comment,
      Nick

  5. Great tips Keisha. We all have trouble finding topics to write about, and like you said you have to get creative, I always find that doing History of and About pages can open up a ton of content for any subject.

  6. Kiran Chikkala says:

    I 100% accept the suggestions might work because of little experience.

  7. business blogs are very beneficial.

  8. Thanks for sharing these tips, Nick. Lucky for me, I never run out of things to write about. Finding the TIME is my issue. :)

    Cheers,

    Mitch

    • Time is really the culprit why most bloggers quit. They simply can’t catch up.

    • After coming up with ideas, finding the time to actually write is probably the second biggest problem most companies have with content marketing. Sometimes you just have to schedule it into your day like a meeting or appointment to make sure it gets done.

      Best,
      Nick

  9. I think some of the best topics to write about are the ones concerning yourself, your services, and problems that you yourself are facing. Mostly if you focus on expressing yourself and telling your audience about yourself, you won’t run out of things to talk about.

  10. There are also the ever-popular list postings. “10 Things You Didn’t Know About Our Industry”, “Five of the Biggest Challenges You Face.” You get the idea.

    A perennial favorite in just about any niche is time management. Everyone can talk about and relate to that one.

    • People love lists! It makes a lot of information easier to digest. You could actually take each one of those 10 things and expand upon each point in it’s own blog post as well.

      Thanks for commenting,
      Nick

  11. Are you on twitter.. FB? Ask people what they would like to know :)

    • Great idea Toby! Get it from the horse’s mouth, as it were. If you actually pay attention to what your social connections are saying you’ll know exactly what kind of content they want.

      Thanks for reading,
      Nick

  12. Interesting post Kiesha,
    i am thinking to open a B2B for only IT sector
    will it work for me?

  13. Awesome tips, I do get a little bit of writer’s block every now and then so these will help! Also, I totally laughed out loud at the hooker inspector comment. Too funny!! :)

  14. Its better to familiar with the customer problems. If so its simple to blogging to solve their customer problems.Analyzing the other bloggers method also helps to finding topics for B2B business blogs.

  15. If you have such kind of blog you won’t have any difficulty selcting a tipic for the post as customers usually help you to set up a topic. It can be everyhting – questions, advice, promotion and even adverts

  16. B2B is a best tool for bloggers because we don,t have to think as this tool will share us new ideas and topics. that is something special and great for me.

  17. It is the outlook that matters while blogging . Just like an item has 360 degree view , a blog post can be seen from 360 sides and can be written in 360+ ways differently. It is our viewpoint which needs to be tampered. Knitting a post is easy if seen in a differential manner than others.

  18. Kurt Rasche says:

    This has to be the most asked question I get. The second most common question? “How much will it cost me for you to do it?”.

    Business owners also get wrapped up in the idea that everything they post has to be ‘perfect’. People are not looking for the perfect post, the just want solid information about what it is your business can do for them. Start with the simple stuff, the stuff you think everyone else already understands.

    Just as this post points out, it isn’t hard to come up with things to write about when you step out of your work shoes and look at your business from an outside point of view. If you can’t do that – start asking your friends and family what they would like to know about what it is you do. You may be surprised by their questions.

    We often overlook that it is the simple things in our industries that beginners need help with most.

  19. Customer service has a vital role in your business. They can increase or decrease your revenue depending on how they interact with your customers. Every call is very crucial and they should be highly trained that fits with your Company’s mission and vision.

  20. Leona Wade says:

    Its better to familiar with the customer problems. People love lists! Great tips Keisha.

  21. I really like the customer service questions idea. We have been thinking about something very similar at where I work, however couldn’t come up with a great solution. As far as I see things, it should be more like a community focused customer services q&a than blogposts, but after reading your article I started to revise this idea. Thanks for sharing Nick!

  22. I always found B2B blogging quite intimidating – this makes it earlier to relax a bit :)

  23. One thing that’s worked for me while writing business blogs is having my topics planned out in advance, lets say for a month.

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