Blog Topics for Business to Business Customers

June 11, 2008 · Comments

businessmen Writing for business to business readers is only slightly different than how one might approach writing to a business to consumer customer. If you think about it, in both cases, real live human people read both kinds of posts, so they’re still similar. The differences come from what is covered, and sometimes, how it’s covered. One reason it’s tricky to write B2B content is that it’s sometimes far more dry than a consumer post might be. But you don’t have to be dry. Here are some ideas and topics.

Is Your Customer Online?

I met a guy who sells shiny concrete polish a day or two ago. I’m not kidding. Should he be blogging? Sure, if his user base is online. If you’re to believe studies, I’d say that lots of customers are online that we don’t know are there. Check Technorati for your company, product, or general industry name. If you find other people discussing you, you might consider getting online and telling your own story, too.

10 Sexy Headlines You Can Use Today

Okay, I won’t really list ten headlines, but the idea is inherent in the headline. Stealing a page out of Copyblogger’s book, write headlines that match current consumer magazines. They draw our attention in grocery stores for a reason. Just shift them to match your business needs. Turn, “Five summer makeover tips she needs to know” into “Five summer makeover tips your data center needs now.” Easy, eh?

Think Hard About the Customer/User

Often, B2B content is written to represent the company. Swell. Except your audience is most likely your customer base and prospects. To that end, write your posts with your customer’s usage in mind. Think about what they will want to know, and how you can be useful. Some quick ideas:

  • How-to posts on some of the trickier aspects of your product.
  • Little known 3rd party products that work well with your product.
  • Product release roadmaps (if they’re public), and what the customer gets with each iteration.
  • Funny internal bits about the products (I wonder if Will it Blend started as an internal joke between engineers).
  • People profiles from the company’s staff, especially if they don’t exactly relate to the product.

Write About Your Customers

Can you do case studies with your customers? Are there really interesting things you’ve heard that they are doing, with or without your products? People love seeing their name in print. Why not write about some of your favorite customers (maybe don’t call them your favorites, because, well, the others might feel sad), and give them some love on your post.

Share the Bad Times

This might be counter-intuitive, but your business partners might occasionally appreciate knowing when something is going tough. I’ll admit that this is tricky water. There are lots of parts of your business relationship that aren’t exactly fit for prime time, and sharing a weakness is tricky, but in the event of a public-facing product or service issue, it’s probably better to get it out there than to sit on it. If you want best-in-class examples of handling public concerns, check out the work of Lionel Menchaca and team at Direct2Dell, the Dell computers blog.

Respond to Industry Information and Topical News

People are reading more than your blog site, and I might have to add that they probably like lots of other sites better than your blog. But do you know who loves you (or who should)? Google. They love you just as much as the next guy, even if they rank you based on your website’s search quality, your site freshness, and a dozen other things I won’t talk about here.

To that end, blogging with topical information in mind sometimes gets you sucked into the Google search fans. If you’re in telecommunications, why wouldn’t you write about the new Apple iPhone, even if you are the competition? The changes that Apple and by extension, AT&T, are bringing to the consumer space must touch yours in some way. Look for stories in the mainstream news that might cross over with your B2B customers, and write the tangential article to match.

Ask Questions and Solicit Input

Lastly, make sure that you check in with your audience regularly on posts. Ask them if what you’ve written relates to their use of your product or service. Ask them what they’d like to hear more about. See what’s on their minds. You might find that the conversations that start on your blog, even the negative ones, are enlightening, and you might find yourself getting information that will help you improve your product, service, or maybe the business itself. Be open to it. All of it.

What else might you want to consider? What questions does this bring up as a B2B business person? If you’re a consumer, tell me about a potential B2B blog that you wish someone was writing.

The Social Media 100 is a series of posts by Chris Brogan covering the use of social media and social networking tools to develop your business, organization, or personal communications skills. If you liked this post, consider subscribing for free to receive more. Also, if you want even more information, Chris publishes a completely separate and original newsletter delivered right to your mailbox. It’s also free.

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  • Statistics and white papers are a great source of information. You can even use a newspaper headline to spark an article.
  • I love the useful tips you gave about the b2b side of blogging. We will definitely be using them for our blog!
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  • Hi Chris - I think it's time to update this post and blend in Twitter - especially when you refer to finding your customers online. This post, while still extremely relevant is like that movie "Office Space". No one sends memos anymore - it's emails. I still love that movie though!
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  • If Brian's Clark comment is worth anything, you might as well read it.

    Technically, I'd try learning how to write headlines myself, instead of relying on software, though.
  • marco
    I'm also considering using a specialized copywriting software called Glyphius. Has anyone had any experience with this? It is supposed to use statistical analysis to optimize the wording of your advertising copy. I'd be interested in hearing any feedback, good or bad. Thanks
  • Adrianna at Tornado Marketing (http://tornadomktg.com/blog/) posted this link on her Facebook profile - I was very interested - B2B blogging is an interesting challenge, because alot of people think it really is more serious, dry, and to-the-point. I'm not really sure that is true, since PEOPLE are PEOPLE even when they are B2B. I like to say BP2BP - Business People to Business People.

    Good stuff Christ - thanks for the helpful ideas (I'm putting together some thoughts on a marketing workshop designed around the topic of B2B and social media - good foundation!) If I use anything - I'll give proper attribution!

    -Randy
  • And there it is, a formula from a guy known for turning the world back around on Dell. Top shelf, I say. Top shelf. Thanks, Lionel, for stopping by.
  • Great post Chris... and the tips are all good ones. And I like the resulting dicussion thread.

    1) Think like a customer: You touched on this one, but I talk to internal folks about this one all the time. When writing a post, forget the Dell agenda and think about the topic from a customer's perspective. Many times that runs the gamut from someone who is not familiar with the topic to someone who lives and breathes it. That means thinking through a lot more than conveying points you want to address.

    2) The human aspect matters: Customers want to connect with a person, not a corporation.

    3) Get your head out of the sand: Plug into ongoing conversations in the broader blogosphere that aren't directly tied to your company.

    Lionel Menchaca
    Chief Blogger, Dell Inc.
  • I just wrote a post subsequent to the dialog here titled B2B or P2P, Which is it. You can read it here http://www.relationship-economy.com/?p=1082

    comments and feedback welcome
  • @Neil - an entirely different vertical asked me the same question yesterday. Guess that'll be one of tomorrow's posts.
  • @Derek - thanks for the kind words.

    @Linda - I'm glad you stopped by, and I like your point of view on this.

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  • What a great gang. You guy have some amazing ideas.

    @Webconomist- I didn't include that, but you're right. We do have to remember that we're doing a lot of marketing that's side-edged from the true main person. Great point.

    @Tracy - Love your point. Emotions drive humans, even when some choose not to admit it.

    @Jay - great list of post questions. I like them.

    @jpower - thanks for the info and the links. Very useful.

    @T'OB - I'm glad I could be helpful. Glad you're here.

    @JC - you're taking the approach literally at VendorCity. That's for sure.

    @Stu - thanks. I'm glad that resonated for you. : )
  • "You might find that the conversations that start on your blog, even the negative ones, are enlightening, and you might find yourself getting information that will help you improve your product, service, or maybe the business itself. Be open to it. All of it."

    Good advice - seems like a good idea to me.
  • OK, here's an A-list business blogger asking for MY opinion. What can I possibly add? I think remembering that you're writing to, and for, people is key. They may come to a business blog for help in running their business but the content doesn't have to be dry. Just because they own a business doesn't mean that they can't enjoy a little humor, especially if it involves poking fun at yourself, your company, or your industry.

    Almost a year ago I posted a silly video called "How a Sewing Machine Works." It was my most popular post and still gets hits almost every day.

    I also post occasionally on something that has nothing to do with business, but that I think readers will find interesting or helpful.

    I have no illusions. I'm no journalist. I'm not an expert or a guru. I'm just a guy who works for a company that's chosen me to be their online spokesman. I talk to people on the blog the same way I'd talk to them in person.
  • Chris, great stuff. Now the next question. Lets stay you've created a B2B blog for an early adopter B2B space -- like health care, for example. Doctors, nurses, hospital management - people who are minimally linked to computers and social networks vs the Bay area geekdom. Would the company use any traditional marketing tools (handouts at trade shows), online ads, etc. to promote the blog? In other words, what are the top 10 audience building tactics to reach an early adopter target audience? Maybe that's a future post.
  • Webconomist, I agree.

    Chris writes the shiny concrete polish salesman should be blogging "if his user base is online." However, he may be able to participate in discussions with key influencers if his direct users aren't online.

    Terrific points Chris! Thanks for posting.
  • I thought maybe you might gain some perspective and add value to it as well by reading the following post that relates to your question:

    Socialutions for Business http://www.relationship-economy.com/?p=1033

    Has The Game and Rules Changed http://www.relationship-economy.com/?p=1057

    What Are The Enabling Factors?
    http://www.relationship-economy.com/?p=1072
  • Excellent Chris!, I'd add one other perspective: The Recommender Audience.

    You are also writing towards people who may not be a direct buyer, but they may;

    a) Influence the buying decision strongly
    b) Recommend your blog entry to a potential prospect
    c) share the entry that gets read by a prospect

    This is a "peripheral audience" and follows the concept of sharing. And we all know recommendations from people we trust are important. The other thing I keep in mind is that it may get printed and shared amongst peers.
  • Thanks, Chris, for the thoughtful and actionable post. We hear a great deal about reasons for engaging, but not enough of the "how". I especially like the part about responding to industry and topical news. Making your voice relevant and your blog a destination MUST include discussions that don't just focus on you and your products. If you're in an industry, people assume you know the market and have thoughts/ideas on trends - otherwise you're not doing your job. Being a resource for your community enhances both your reputation within and relationship with them.
  • B2B blogging doesn't have to be boring! I just posted a post last night that talks about how every big sale involves some type of emotion--including office copiers as an example. Sure, the emotional underpinnings aren't always as dramatic as personal purchases, but they are there.

    Even though you're not selling through the posts on your blog, you can still tap into the emotions that motivate your business clients to make the purchase. Give them tips that tap into that same emotion in other ways. Show them some of your emotions, like you said, talking about good and bad times. And like others said above, talk about how customers are benefiting.

    Tracy
  • Great post. I would like to highlight your "write about your customers" section as people get engaged in an article when you tell a story about a good partnership between companies. It is human nature to gravitate towards "things" that other people have said they like so recommendations and testimonials and stories about great partnerships are almost always very effective.

    That's the premise behind a lot of marketing (make them think that others want a particular thing). However, with today's online communities, it is now possible to go beyond the marketing folx and actually find out what people do want and use. On the B2B side that's the premise behind what we are doing at VendorCity (www.VendorCity.com), a site where companies can find the best and most highly recommended vendors in their area.
  • Great advice, I've got a bookmark on it to come back in the fall. I've been thinking about blogging for work and I plan to get it up and going in the fall. Swimming is seasonal here in Canada and I don't have time to set it up let alone write now! In our case our business is B2B but I think the blog will likely only get a small number of business reading, we hear about home owners researching online all the time and I'm guessing I'll see better response talking to them directly and referring interest to our core customers. I do know a group of my customers though that are online and I hope to build that up! Thanks
  • Hi Chris:

    Lots of great stuff here for a B to B marketer like me. I really appreciate you putting the time into this as it is useful and actionable.

    TO'B
  • Per my last comment below is the initial list of further questions I came up with and intend on writing about. Anyone want to join me in providing opinions as to the answers?

    Are We Asking the Right Questions?

    How Do You Define the Topic?

    Who Has The Answers?

    Do You Ask or Tell?

    Are We Learning From The Past or the Future?

    What Are The Answers?

    What Are The Questions?

    How Does Currency Get Created?

    What Is The Currency?

    Who Would You Talk To?

    When Do You Have Time?

    How Do You Start A Conversation?

    Is The News the Answer or the Question?

    Are We Wasting Time & Money?

    What Did You Learn?
  • I am on the same crusade! I've written a lot about business marketers (like those at Indium.com, NewPig.com, etc.) who dare to be different by speaking to their buyers as people.

    I really like what Rick Short, Indium's marketer told me: “No one ever got fired for buying IBM”? Well, I think that a lot of people feel that, if they do Marcom like everyone else, they’ll be safe. They won’t. They’ll blend into the crowd and be “average”. So, having been in the industry for over 2 decades, I know this market. I know the people. And guess what??? They’re real humans!

    "They have a sense of humor, they watch TV, they see state-of-the-art movies made by award-winning artists, they know good media, and they know bad media. I figure, why should these people be forced to switch off their soul when they come to work? So, I set out to get my message into their hearts by using a little emotion and a unique angle," Rick said.

    Rick's amazing. Smart, eclectic and doing lots of interesting things in a company that sells solder paste. He realizes his buyers are passionate about his products and applied material science. And he isn't the only one. There are some fantastic business marketers doing very innovative marketing in industrial companies like this, and often in much smaller companies than Indium.

    One fun tool for these companies to check their focus is the We-We tool at www.futurenowinc.com/wewe.htm

    It's an easy way to check whether the focus of online copy is the customers and his or her needs and problems,
    OR
    all about the company and its glorious 100 year history blah, blah, blah.

    Thanks for your post. Looking forward to reading more.
  • Your original question and this exchange sent my mind off into asking myself lots of questions. Which in turn led me to list a whole catalog of future postissues. All my post always start with a question simply because I constantly am asking myself questions and subsequently a search for the answers.

    Although I am 50 years old I haven't lost the essence of my birth, learn by asking questions. At 50 years old the very nature of the social web motivates me to continue to ask questions and that is why I write so much. I am searching for answers.

    Thus, not that my philosophy is the correct one, I think brands and individuals would create better value by asking questions and creating a collective learning experience for all involved.

    After all, when something as new as "social computing" appears and creates massive human interaction one must wonder why and no one knows the total answers yet. However, the basic human needs and behavior that attracts answers remains the same since the beginning of time.

    Make sense?
  • Chris,

    Great advice for the B2B blogger. Will share link to this post with a few clients today. Will add one: Provide thoughtful commentary. Bring the subject matter expertise that the media is looks for to your blog. Skip the sales pitch and offer commentary, opinions, takeaways and more.

    Thanks!
  • Some great points, and @Yura, you're right. Rats! I've not yet mastered the perfet linkbait topic titles. I'd better take Jay's advice and admit that I'm wrong.
  • Chris:

    Great post. I would simply add a few other points including:

    Admit when your wrong
    Don't bash your competition
    Talk like a human

    I think a big win for brands would be to form a community advisory board of those that understand the nature of being social and the power of the web.

    Too many brands, I won't name them, think that starting their own blog simply means extending old marketing and pr methods into the social web. They are doomed to fail.

    I am studying how the top brands use blogs and the social web and so far the results clearly show the wrong mindset is reflected by the wrong methods being used.

    Your thoughts on these comments would be appreciated.
  • Err, "7 Ways to Create Content for Your B2B Customers to Actually Enjoy”.
  • Ironically, you could have easily improved the title of this blog with the magnetic headlines from Copyblogger. "7 Ways to Create Content for Your B2B Customers Actually Enjoy"?

    As for the topic, venturing into vertiacl industries can be a good way to:
    - attract another, targeted audience to your blog
    - show your broad, deep expertise
    - give your current readers something to ponder about (view the topic from another angle)
  • Chris, great topic..and one that is dear to my heart! Your writing here is all good - specifically the point on 'write about your customers'. To answer your question around thoughts on what bloggers could be writing about - well I am going to be doing a lot more on reinforcing your personal brand as a business owner, through tactics and techniques that develop the relationship with your business customers. I think this is key - knowing and communicating your point of difference to your business customers will help you stand out from what is a very crowded space (most business customers are sick of receiving squishy toys, and invites to free events) - the bottom line is that even in B2B, the secret is all about relationships and people.
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