If you’re a B2B (business-to-business) company, then you understand how difficult it can be to produce exciting content about “boring” niche subjects that will reach a wide audience.
Maybe you've tried in the past, but failed to generate ideas. Or perhaps your struggle was figuring out how to structure your blogging ideas in an organized manner.
Whatever the reason for your woes, you’re not alone. There are numerous B2B companies out there that struggle to create enticing marketing content that not only informs their audience, but also keep them engaged enough to want more.
Below you’ll find four companies that have excellent examples of what commitment to a B2B marketing blog should look like.
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Best B2B Marketing Blog Examples
When you're blogging for a business, that's called content marketing. The best B2B content marketing examples, though, don't read like a puff piece or a personal diary. They're customer-focused gold mines of value.
When you’re looking for the best B2B digital marketing examples, there are several characteristics you should see:
- Regularly updated
- Short, concise writing that makes it easy to find answers
- Variety of topics that educate, rather than pitch a sale
- Active voice that speaks to the reader instead of sounding like an inner monologue
Above all else, the blog should be relevant to the company’s ideal buyer type and empower them with useful information.
Without further ado, here are four of the best blog examples for B2B companies.
1. New Relic
- https://blog.newrelic.com
- Web analytics
- Industry Served: Technology
New Relic has been helping business owners track their website performances since 2008. The company delivers a high-tech software-as-a-service (SaaS) model, with a stunning website to match. Honestly, we could have made this whole article about New Relic's website.
Its blog page is updated daily and loaded with informational posts, troubleshooting information, and fun stories that still lend valuable information to the reader.
One thing you may notice that New Relic does exceptionally well is promote its blog posts on-site. Each headline on the main blog page grabs your attention and provides a clear explanation of what the post is about (rather than being clickbait). Each accompanying preview image looks freakin' cool instead of being a trite, lame stock photo.
The breakdown of blog posts by category allows visitors to easily choose between products, culture, software engineering, and other topics. Also, did you notice how prominent the blog is in the site navigation bar?
As for the actual content, it’s very clear that New Relic's writers are well-versed in their field. They use simple language that’s easy to understand and doesn’t waste your time. No one wants to expend mental energy reading complex sentences riddled with jargon only industry insiders would know.
If you're seeing a role model for B2B blog best practices, take a look at New Relic.
2. Fathom
- https://blog.fathomhq.com/
- Financial software
- Industry Served: Accounting, all small-to-medium businesses
Fathom and its workers are experts in financial analysis and cash flow forecasting. It should come as no surprise to you that their industry lingo can be ... a bit dense.
And this is what makes the Fathom blog one of the best -- it’s not difficult to understand or navigate at all.
Every Fathom article seems to include a different nugget of flair to break up the visual monotony. frequently uses lists to neatly convey content targeted at its audience's pain points. This user experience is not only faster; it also gives your eyes a break as you scan the page.
Fathom also discusses a wide variety of topics encompassing any and all questions surrounding the industry. The various content formats excel at tying in other elements of Fathom's marketing strategy:
- Webinar recaps
- How-tos for using Fathom software
- Guides to cash flow management
Fathom’s blog page is a good reference if you’re looking for little tricks to keep your reader engaged and interested.
3. General Electric
- https://www.ge.com/power/about/insights
- Power generation
- Industries Served: Manufacturing, aviation, medical, & more
General Electric (GE) is one of the largest companies on the globe. If a great product uses electricity, it’s likely been in cahoots with GE at some point.
Due to the vast number of markets that GE serves, you’d think that it’d be difficult to brand themselves. Nope!
GE blogs are extremely thorough about organizing info for ease of navigation. Just look above at that search feature on the main blog page! (We're even jealous.) The blog library even keeps chat and accessibility buttons nearby just in case.
The articles themselves often focus on innovation, filtered through the lens of GE's outstanding thought leadership. Other posts show how GE products are inspiring positive impacts across the world.
GE blogs also feature a lot of external voices and outside opinions, so it’s not all “me”-focused content. The company is also remarkable about avoiding passive voice (a p80 pet peeve).
GE Insights’ greatest strength comes from the variety of topics. Thanks to its large presence across the globe, GE is able to cover several different topics, from manufacturing and design, all the way to the global economy and GE's own public policy.
4. Amphenol Advanced Sensors
- https://blog.amphenol-sensors.com/blog
- Electronic sensors
- Industries Served: Automotive, medical, industrial, pharmaceutical
Amphenol provides us with a great reference for how to keep blogging for B2B simple, even when the subject's complicated. Also referred to as the KISS principle (keep it simple, stupid), Amphenol creatively uses clever analogies so readers don’t have to keep a science textbook on standby.
The frequent use of subheaders and numbered lists, buffered by the right amount of white space, makes it easy for readers to scan for the information they’re seeking. This practice also prevents the reader from becoming exhausted or overwhelmed.
Each piece comes to a satisfying conclusion, pointing the reader to a high-value downloadable to keep them engaged longer. The blog also often places calls-to-action at mid-page for those of us with short attention spans.
Topic-wise, Amphenol continues to mix it up, publishing everything from:
- Design checklists
- Important industry-trend updates
- Guides to product regs & standards
- Advice on working with a sensor manufacturer
If you’re looking for examples of website content writing about complex topics, look no further than Amphenol's B2B marketing blog.
What Do All the Best B2B Content/Blog Writing Examples Include?
Besides helpful and customer-first writing, are many nuts-and-bolts elements that make up the best B2B blogs. If you're trying to figure out how to get better at content creation, these website must-haves are a great start:
- Easy navigation: Search functions, neatly organized categories, and links to related content ensure readers find everything they need.
- Visuals: Even the best B2B blogs can get dry after a bit -- include images, charts, and videos to explain concepts and prevent boredom.
- Keywords: To help good-fit buyers find you in Google Search, each blog post include have a unique keyword. (Can you guess ours for this page?)
- Calls-to-action: Educational content can still drive business -- guide visitors gently toward the next step, whether it's signing up for a newsletter or downloading a whitepaper.
Consistency Is Key for B2B Blogs
A B2B company must maintain a frequently updated and relevant blog to attract more traffic and leads. Your blog can turn visitors into potential new customers to fill your funnels.
Don’t forget that these blogs take a lot of planning and strategizing, and B2B companies with successful blogs put a lot of time and effort into their marketing plan. (Or hire an agency to do it for them.)
For more information on how niche content and inbound marketing work, grab this free guide and start increasing your leads today:
(Editor's note: This blog was originally published in August 2020 and was recently updated with new examples.)
How to Audit your Online Marketing
If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.
