Content is king, and there’s no denying it. When it comes to B2B marketing, generating blog content is the bedrock of any strategy.
Without it, there is no real marketing to speak of.
A B2B company must generate blog content on a regular basis in order to build an audience, create thought-leadership, and generate valuable leads.
Well, that’s easier said than done.
While you may find yourself moved by inspiration every now and again – those times that the post just writes itself – often times it’s much harder to find something to write about and actually sit down and write it.
Perhaps you are a founder of a small startup that has now marketing team per se, in which case this topic is doubly relevant to you.
There are 3 stumbling blocks when it comes to writing B2B content for a blog post. Let’s look at each one, and some of the best ways to overcome them.
- Finding a Topic
- Writing the Post
- Establishing a Cadence for your Content
Finding a Topic to Write About
Everybody deals with this issue at some point. Eventually, the well begins to dry up – it becomes harder and harder to find a unique topic to write about that you haven’t covered already.
Many B2B marketers struggle with this problem. When running marketing for a B2B, the expectation is to generate blog content nearly everyday. That is on top of running the marketing automation, social media channels, overall strategy, and the various other things that B2B marketers must do.
Here are a few strategies that will help you cut the amount of time you need to come up with a topic in half:
Newsjacking refers to a piece of content that piggy-backs on a timely and popular news story. This is something that nearly all content marketers do. Some do it well, some end up regretting it.
When done thoughtfully, newsjacking can bring it readers that you may not have attracted previously, interweaving a story they are aware of with your content.
When done poorly, the consequences can be very negative.
It’s extremely important to think about what kind of news you are going to use (a tragedy, for example, is probably something you should stay away from), and how you will relate it to your own content.
When you are stuck, a great too to give you ideas about what to write about is BuzzSumo. This tool allows you to see what kind of content performs the best for any topic.
To say that BuzzSumo is a game-changer would be an understatement.
SEO guru, Neil Patel, has some great tips about using BuzzSumo in the video below:
Keep a Running List
For a lot of marketers, and creative people in general, inspiration comes in waves.
There are times when you have a million ideas for content, and there are those days where you just draw a blank.
It’s important that in those times of plenty you store away ideas for the lean times.
Keep a running list of content ideas for posts. Use sticky notes, Mac Notes, or any other program that allows you to keep a running list.
When times get tough and you are out of ideas, go back to your list.
Writing the Post
Topics for blog posts are obviously important, but writing them is really where the rubber meets the road.
Procrastination is a killer when it comes to actually sitting down and writing a blog post; you may find yourself doing everything but what you really need to do.
“Write my post? No, I think I have to clean out the fridge today.”
If you struggle with this, you aren’t alone.
There are, however, a few proven ways to plow through and write content, even when you don’t want to.
Always remember – the hardest part is actually getting started.
Once you are in the flow, it becomes much easier.
Here are a few strategies you can use to help you actually sit down and write.
This is a fantastic exercise that is often taught in creative writing courses. Every class, students spend the first 20 minutes just writing.
No particular focus or direction, just write.
Many accomplished B2B marketers find this exercise to be incredibly useful for blogging.
One way to do this is to sit down at a computer and pretend your fingers aren’t even connected to my body – just let them type.
You could even stare at the wall while you do this.
It might sound strange, but try it for yourself – see what happens.
Even if 50% of what you write during these exercises are garbage, that means 50% is useful content that can be leveraged towards your next post.
With enough practice, you’ll find some of your best posts will be written this way!
Have a Set Writing Schedule
As mentioned earlier, procrastination is your number one enemy when it comes to writing content. The best way to fight against it is to set aside time every day or week and write… no matter what.
Even if you don’t have anything to write about, just do it. Look at your list of topics and utilize the “Just Write” exercise mentioned earlier, if you have to.
By having a set schedule, you won’t be able to ignore your writing or let other things take precedence.
Establishing a Cadence for Your Writing
The last piece of B2B writer’s block tends to be establishing a set cadence for your blog writing.
Startups not only change month to month, but sometimes hour to hour. It can often seem foolhardy to decide your calendar of content a month in advance when you don’t know if you are going to pivot tomorrow.
These tend to be just excuses.
Think your company might pivot? Fine, you’ll re-assess your cadence when you do. But for now, you need to create an editorial calendar and decide how often you will be publishing blog content.
The frequency of posting differs from company to company. What is important is to remain consistent. Don’t go three months without writing a post and then write five per day.
Be realistic when you set your cadence. If you are just one person, start with one post per week and see how it goes. If you have an in-house marketing person, start with two or three. If you outsource your content writing, try going for more.
The goal is to set a regular cadence of posting so that your blog is seen as active and consistent.