Apr 06, 2022
In Welcome to the Forum
At the heart of your content marketing strategy are blogs and all those great, insightful blog posts. You might be asking yourself, we have a lot of subject matter experts, but what do our potential clients really want to read? Great question, we're glad you asked. In this week's blog post, we'll explore the five main types of blogs your potential customers want to see on your B2B website. Teaching articles Whether you work in biotechnology, accounting, manufacturing, or SaaS, many of your potential clients will want to read instructional articles with a clear direction. These can come in a variety of styles, including: How To - Explain how to use the product or service. These are especially important for SaaS companies or potential customers looking to implement new services or supplier relationships. Use Cases - These can be shortened versions of case studies or include feedback from actual customers on how they implemented your product or service. Real Examples and Applications - While you do want to tell potential customers how a particular product or service works, your B2B site's blog is the perfect place to show them real examples and applications. Step-by-Step Guides – When in doubt, walk prospects through a specific process or procedure. Take industry mailing list or discuss each stage of the process to really break it down. Expert Answers An effective content marketing strategy positions your B2B company as a thought leader in your industry. Sharing answers from subject matter experts is the perfect way to leverage all the knowledge and insight from multiple departments in your organization. Great blogging topics will cover: Frequently Asked Questions and Solutions - What pain points or common problems are your prospects facing? Address 3 to 5 of them and recommended solutions in a blog post. Make sure not to tip the seller by offering a straightforward solution. Basic and advanced questions with clear answers - Never assume your prospects know your product or service, your industry, or even your industry's terminology. Remember, for B2B companies, there are often multiple decision makers spread across different levels and departments in the organization. Problem-solving advice - Your B2B web design should position you as an expert with multiple resources. As part of your blogging strategy, make posts that offer real advice for solving certain problems or situations. If your blog offers great advice, it will naturally become the go-to resource for potential clients. strategic guidance What often separates B2B from B2C is the long-term nature of the relationship. It ends up being more of a partnership of shared strategy and back-and-forth communication than a transactional relationship.