7 Practical tips for generating blog topics.
If the title of this blog post didn’t have you singing Bonnie Raitt’s early ’90s hit “Something to Talk About,” congratulations… you’re likely a Millennial and young enough that all this internet stuff comes fairly easily to you. However, if you’re in the other camp (singing the pants off of that loo-ooo-ooove vocal run), generating meaningful and engaging blog content for your business may be a struggle. This is especially true in the B2B world, where your expertise doesn’t always feel accessible or interesting. (Hint: it is.)
Are you sure I have to blog?
Yeah. I am. There’s an exception to every rule, but in general, blogging is an excellent way to build relationships with potential and existing customers. In fact, B2B companies with blogs see up to a 67 percent increase in leads, and 82 percent of B2B marketers who blog enjoy a positive ROI for their efforts. Plus, creating regular custom content for your website is great for SEO and positions your team as a group of real people with useful knowledge. Convinced? Let’s talk topics.
1. Go to Google, duh.
Ever notice how when you start typing in the search bar, Google autocompletes? These suggestions are a quick and easy way to dip into what your audience wants to know. So, if you manufacture printers, type, “why is my printer” into the search bar and you’ll see that people are wondering why their printers are offline, not printing, in error state and so slow. Sounds like four quick blog posts to me!
2. Be a follower.
This may go against everything your parents taught you in high school, but it’s great advice in the blogosphere. Follow as many industry blogs as you can – competitors, vendors and customers. Surround yourself in relevant conversations, and you’re bound to come up with something to say.
3. Share your conference experience.
Many B2B companies are active on the trade show circuit. Hopefully you’re getting more out of these events than plastic swag and a refreshed email list. You should also be getting a juicy follow-up blog post. Attend the keynote, take notes and write an insightful review as soon as you get back while the industry is still buzzing.
4. Steal from pop culture.
If you can make an unlikely comparison – and do it well – people will read and maybe even share your post. For example, if I write a post about crisis management, it might get a little love. But, if I write a post called “Everything Macaulay Culkin Taught Me About Crisis Management,” it’s gonna get some serious click-through action.
5. Keep your eye on the calendar.
Holidays, weather, national days, sporting events, major awards ceremonies – these can all lead to timely blog topics that can help you get noticed. Did you know that October 7 is National LED Light Day? If you’re a lighting manufacturer, that would be a great week to take a deep dive into the history and efficiency of LED lighting.
6. Talk to your sales team.
These people are your window into real live customers. Ask your sales peeps what their customers are asking. Or complaining about. You can even send the team a monthly survey so it’s convenient for them to arm you with all this wicked blog ammo.
There are some pretty decent blog generator tools out there that can help you in a pinch. You can use these tools to elevate your social listening, clue you into what industry leaders are saying or simply help you tweak your blog titles for better engagement.
OK, now hurry up and get writing! Just remember that blogging is a long game, so don’t expect huge results immediately. You have to strategically promote your blog and build a following over time. And the writing really does need to be stellar.
Need help? Get in touch. We can crank up some early ’90s tunes and get strategizing.
What B2B blogs do you follow? What makes them worthy of your time? Tell us in the comments!
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