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 have tried in the past and failed to generate ideas. Perhaps your struggle wasn’t coming up with content ideas, but instead was figuring out how to structure them 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 blog posts that not only inform their audience, but keep them engaged throughout the post as well.
Below you’ll find four B2B companies that have excellent examples of what a B2B marketing blog should look like.
Best B2B Marketing Blog Examples
When you’re looking for good B2B blog examples, there are several characteristics you should factor into the equation:
- Regularly updated
- Short, concise writing that makes it easy to find what the reader needs
- Variety of topics that educate rather than pitch a product/service
- Active voice that speaks to the reader instead of sounding like an inner monologue
But above all else, the blog should be relevant to the company’s ideal customers and empower them with useful information.
Without further ado, here are four of the best blog examples for B2B companies.
- Software Development
- Industry Served: Technology
New Relic has been helping business owners track their website performances since 2008. The company delivers software as a service model and has the ability to monitor web and mobile applications in real time.
Their blog page is updated daily and is loaded with informational posts, troubleshooting information, and fun stories that still lend valuable information to its reader.
One thing you may notice that New Relic does exceptionally well is name its blogs. Each headline that you read as you scroll down the page grabs your attention and provides a clear explanation of what the post is about. They also further break down their blogs by category, allowing you to easily choose between products, culture, software engineering, and more.
As for their actual content, it’s very clear that their 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 are looking to step up your B2B blogging game, take a closer look at New Relic.
- Powder Metallurgy
- Industries Served: Automotive, Other Motor-Based Applications
Horizon Technology provides you with a great example for how to blog effectively for your business by demonstrating how to keep complicated subjects simple. Also referred to as the KISS principle (keep it simple, stupid), Horizon creatively uses clever analogies so readers don’t have to keep a chemistry textbook on standby.
Their use of short and concise paragraphs followed by white space makes it easy for readers to scan through the page and locate the information they’re seeking. Their frequent use of bullet points and charts break up the page and prevent the reader from becoming exhausted or overwhelmed.
Horizon Technology also boasts an impressive variety of topics:
- Design how-tos
- Information on new technology that can improve customers’ products
- Industry trends and how they affect the customer
- Informative posts describing different processes
- Lists that provide quick information
If you’re looking for a reference on how to write about complex topics in a B2B marketing blog, then look no further than Horizon Technology, Inc.
- 3D Printing and Design
- Industry Served: Manufacturing
And this is what makes their blog one of the best -- it’s not difficult to understand at all.
Fathom frequently uses lists to neatly convey information to its target audience. This helps you find what you need faster and gives your eyes a break as you scan through the page. They also discuss a wide variety of topics encompassing any and all questions surrounding the industry they serve.
Fathom’s blog page is a good reference if you’re looking for ways to keep your reader engaged and informed.
- Power Generation
- Industries Served: Manufacturing, Aviation, Healthcare, and More
General Electric (GE) is one of the largest companies on the globe. If a product uses electricity, it’s likely associated with GE.
Due to the vast number of businesses that GE serves, you’d think that it’d be difficult to brand themselves. Nope!
Their blogs and articles do an outstanding job of covering topics in a broad manner. They typically focus on innovation and how their products are making a positive impact all across the world.
GE blogs also feature a lot of external voices and outside opinions, so it’s not all “me” focused content. They’re also remarkable about using an active voice.
GE’s greatest strength comes from their variety of topics. Thanks to their large presence felt across the globe, they’re able to cover several different topics such as manufacturing and design, all the way to the global economy and their own public policy.
Consistency Is Key for B2B Blogs
It’s crucial that a B2B company maintains a frequently updated and relevant blogging page to attract more traffic and leads. Your blog can turn visitors into potential new customers to fill your funnels and help keep your flywheel rotating.
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.)
If you’re looking for more information on how to blog effectively for your business, check out this free content marketing essentials e-book and start increasing your leads today!