So you’ve discovered that a vital part of your B2B marketing strategy is having high-quality content. You’ve employed a great writer and you have a perfectly planned editorial calender…which is blank. How do you decide what topics your blog should cover? It isn’t as difficult as you think, just listen to your audience.

Company News

Investors and customers want to hear about your success, so tell them all about it. You don’t need to disclose figures or even names, just share stories about what the company is doing.

Launches, awards, anniversaries, strategic partnerships, rewards programs or any new developments for your company are interesting for your clients, so let them know what’s happening.

Social Causes

Most businesses are answering the call to back a social cause and develop a corporate social responsibility program. As your CSR should be an active aspect of your business, it is important that you share. Let your clients know who much you raised for that charity, or put out the call for more assistance for your chosen cause. Being an active member of your community is something people are interested in and it can even generate new leads.


Take note of the 80-20 rule. While you should post some marketing blogs, they should only make up 20% of all that you publish in any given cycle. Clients want to know about promotions, referral programs, new websites, partnerships and endorsements, but make sure that you don’t bombard people with marketing content. It reads like a hard sell, and clients are more interested in what they can learn from you, not what you can sell them (they will search for that information on other pages of your website.)


Posting ‘how to’ and other tips that are well-researched and thought provoking can place you on the ‘must-read’ blog list for your clients. Smart content that is carefully researched, written, edited and managed can help you to establish a regular readership that trusts your blogs, which will then help you to establish trust in business.


Your blog is a great place to keep your B2B clients up to date about changes to laws and regulations that might affect you or them. Blogs about such changes can also help you to establish trust with clients and show that you are an authority in your chosen field.

Research and Development

If you have conducted surveys or are willing to share your development ideas or progress with readers, your blog will fast become a source of first-hand information that is reliable and fact-based. 

Brand Management

Your blog is a great place to make sure that you are delivering a consistent message, and it is the best place to answer any questions that might have been raised about your business online or in the media. You can use your blog to correct misinformation, refute claims and thank those who support your business. 

Your B2B blog is a powerful tool. Knowing how to make the most of it will ensure that it isn’t just another blog, but rather an essential marketing tool that generates new leads, secures sales and bolsters the reputation of your B2B enterprise.