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How To Decide What To Publish To Your B2B Company's Blog

By William Steward on Mon, Feb 24, 2014

b2b-blog-ideasSo you've been told that your company needs to start blogging, and understand why.

You have your website setup, and the blog's all ready to go. 

You sit down, and you go to write -- but there's a problem. You have no idea what you should be writing about. Your mind goes blank, and you anguish over countless topics before giving up.

Sound familiar? 

Don't worry, there's a solution. In today's post I explain how you can decide what to publish to your B2B company blog, and share the two best sources of content ideas.

Start With Your Sales Team

If you're struggling, one of the best places to start is by talking to your sales team. Sit down with them, and ask them some of the following questions:

  • What are the biggest problems prospects repeatedly tell you about?
  • What are the most common questions prospects have about our product/service?
  • What competing offerings do prospects mention most often?
  • What challenges do prospects discuss with you?
  • What are the most common objections our prospects have? 

All of these questions will give you answers you can blog about. Note down as much as you can. Your sales people talk to your prospects every day, and are the first port of call when it comes to great blog topic suggestions. In most B2B businesses, they tend to be the people most tuned in with your buyers' needs.

Interview Your Customers

After speaking to your salespeople, start speaking to your current customers, to find out what made them choose you, and what they most like about your solution. Some questions you can ask include:

  • What made you choose to work with our company?
  • What did you like about our solution?
  • Which competitors did you compare us with?
  • What were your biggest concerns before buying from us? 

These questions should give you a lot of great additions to the list you got back from your sales team. By now you should have a list of loads of problems, benefits, concerns, comparisons, and negatives you can blog about. If you don't have at least 100, go back and ask more questions -- you've not tried hard enough. 

Often some of the best things to blog about are the things your competitors are scared to talk about. Go through this list and identify questions around pricing, comparisons with competitors and the problems with your solution. These often have large search volumes, and by tackling the issues head on, you build trust among prospects -- most companies are scared to blog around these topics, so take the lead. Your prospects will be making searches around these topics whether you like it or not. It's better if you're the source, than a competitor, or industry naysayer. 

So there we go. A quick and easy guide to sourcing B2B blog topic ideas. That wasn't so hard, was it?

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