2B or not 2B, that is the question…

by Kate Wobschall

Writing a good B2B blog? It’s just the same as writing any sort of blog, right? Well, kind of right in that it’s still writing and you’re still writing for humans, but that’s where the similarity to other types of blog post ends.

B2B readers will expect you to write with authority and show a deep understanding of both your subject and the market. It’s not about generating an emotional response that will have people rushing to the shops to buy a certain product, it’s about showing you are a voice worth listening to and that you really know your stuff.

Like any form of blogging, you are creating and nurturing a relationship with your reader, but with B2B, you are in it for the long haul. Demonstrate that you understand your audience and know what makes them tick. What challenges do they face? What are their problems and how can you inform and educate them so they can choose the right solutions?

Remember what drives your audience. Unlike B2C, which is largely driven by emotional responses and the idea of selling a lifestyle, B2B readers are seeking expertise and thought leaders. They will expect highly detailed content as opposed to pretty pictures and catchy slogans.

Content of your post should be clear, targeted and informed. Don’t be afraid to make blog posts as specific as possible and address current issues – this will also make your posts relevant and timely.

Put things into context, using links to other sites. This will also help to keep your post a manageable length.

Mind your language – your B2B readers will expect to see some buzz-words but don’t over-use jargon or make things over-complicated. If you need to explain a concept, do so clearly and with authority.

Remember that infographics are your friend. They not only solve the problem of how to illustrate a post, they do so with style. Infographics are a fantastic way to convey a lot of information, such as statistics, in an attractive and easy-to-digest fashion.

Don’t be over-promotional – if something comes across as a sales-pitch, people will be instantly turned off.

Finally, keep your post short and sweet. It’s much better to leave your readers wanting more than switching off halfway through your post.

2B or not 2B, that is the question…
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