At Bc, we see this all the time when we’re assessing companies’ b2b content marketing. People are frustrated with their so-called "b2b lead generation blogs" because they’re just not attracting the amount of traffic they want. They feel like they’re doing everything right: they’ve created a strong, solid foundation, and they’ve since been publishing content like clockwork. But, for some reason, it’s just not working.
If this sounds like you, then brace yourself for some tough love: it’s not them, it’s you. Or, more specifically, your content.
We know that was tough to hear. But we're here to help. Here are our big three proven strategies to turn your b2b lead generation blog into a powerful conversion machine.
1. Create hyper-relevant content that solves specific industry problems
The absolute fastest way to kill your b2b lead generation blog is by posting content your visitors don’t care about. So when you’re considering a topic, ask yourself, ‘Is this something my readers would find useful or interesting? Would they get value out of this?’
It might be useful at this point to revisit your personas and reacquaint yourself with their challenges. What is going to help them get through their day-to-day? Maybe it’s:
- An update on the latest industry trend
- An in-depth article that really gets to the heart of a topic
- A step-by-step explanation of how to do something (extra points if it’s something complex that people struggle with)
- A few handy tips on how to solve a problem (kinda like this one)
The most successful b2b lead generation blogs focus on addressing specific pain points with actionable solutions. They prioritise depth over breadth, offering comprehensive answers to the questions their target audience is actively searching for online.
The beauty of keeping a laser focus on your personas is that it also helps you stay within your niche. We often see b2b lead generation blogs try to cover a broad range of topics in order to cast a wider net (and, yes, we'll admit it probably makes it a whole lot easier to come up with ideas too).
What often happens, though, is you end up creating a lot of generic posts that only skim the surface of topics, and therefore offers no real value. And, turns out, a blog for everyone is a blog for no one.
So own your niche. And own your expert status within that niche. That is how you create a band of loyal followers that will keep coming back for more.
2. Develop a distinctive brand voice that breaks through the noise
There seems to be this perception that b2b blogs have to be super formal and professional. But this makes for stilted, stuffy and – we'll just come right out and say it – boring posts.
There’s nothing wrong with injecting a little personality and individuality into your posts. Not only is personable copy more fun to read, it’s also more fun to write, so it’s a win-win.
Imagine having a conversation with someone about the topic at hand. How would you go about conveying the information to them? You’d probably use a more casual tone and simple, straightforward language. You might show some emotion or express empathy for the person you’re conversing with. Maybe you’d even throw in some humour, or a personal anecdote.
The most engaging b2b lead generation blogs stand out by communicating like humans, not corporations. Your unique voice becomes your competitive advantage in a sea of forgettable content.
The tools you use to connect with people when you’re having a conversation are the same tools you should use to connect with your readers when you’re writing a post. Readers want to know there’s a human behind that screen.
It might also help to think about your brand personality and what characteristics you want to convey. (Bonus tip: knowing your brand archetype can really help you get a handle on your brand’s particular characteristics.) Bearing these characteristics in mind when writing will help to make sure your messaging is consistent throughout.
Don’t be afraid to be a little bit controversial either. If you have an opinion about something, express it, even if you think it might be a bit unpopular. Making a few waves demonstrates you’re an industry leader, not a follower, and it’s a great way to get noticed and spark a dialogue.
3. Measuring your b2b lead generation blog success
Beyond simply publishing content, the most effective b2b marketers consistently track performance metrics to optimise their approach. Establish KPIs that align with your business objectives, such as:
- Conversion rates from blog visitors to leads
- Time spent on page (engagement quality)
- Return visitor percentage
- Social sharing metrics
- Keyword ranking improvements
- Lead quality scores from blog-generated contacts
A data-driven approach to your b2b lead generation blog ensures continual improvement and helps demonstrate tangible ROI to stakeholders.
4. Implement strategic CTAs that convert readers into leads
When it comes to moving readers along their buyer journey and driving leads, a CTA is indispensable. That’s why every post you write should end with one.
A successful b2b lead generation blog isn't just about attracting traffic—it's about converting that traffic into measurable business opportunities. Your call-to-action strategy is what bridges this gap.
Note, this is not where you promote your product; rather, this is where you invite readers to sign up for your email newsletter, or encourage them to download a super-useful ebook or template that relates to the topic at hand. For optimal results, ensure your CTAs are:
- Directly relevant to the blog topic
- Offering clear value to the reader
- Visually distinct from the rest of your content
- Using action-oriented language that creates urgency
- Positioned strategically throughout longer content pieces
Again, it’s about providing value, thereby developing trust with your readers. And speaking of CTAs … (Wow, was that a seamless segue or what?)
Brand chemistry is a b2b content marketing agency that turns your brand’s narrative into an irresistible lead magnet. Our strategic alchemy transforms content into a powerful growth engine.