Tag: B2B

Your B2B Blog – Knowing the WHY

Determine the Why – Clarifying Your Goals

As earlier shown, it’s clear that there are many benefits of including a blog in your B2B marketing arsenal.

Let’s assume for now that you’ve developed an overall marketing plan that includes regular articles for the purpose of keeping your website current, providing useful information, and being search engine friendly. You may have additional reasons as well. Before writing, it’s important to ask yourself why this specific blog is relevant and what purpose it serves. 

target with bullseye

Before you begin to write an article, you must answer the first question: Why?

What is the purpose of this article? 

Is it to inform?
  • A blog is a great way to announce a new product or service. Tell the story of how the new product came to be and how you vision it helping your prospects.
  • You can introduce a new member of the staff. Provide a photo and bio of the new addition and how they were added to your team to better serve your clients.
  • Let your customers know about upcoming events, such as trade shows, conferences, speakers, or workshops. Provide a link to the sign up page.
Is it to teach or demonstrate?
  • Your blog can act as a resource for customers to learn. They can watch videos of your equipment in action, or see a demonstration of techniques on how to best use your products or services.
  • Blogs are a great way to share your knowledge about your industry with articles about insider secrets and trends. From, “How to identify well made garments” to “What’s new in beekeeper technology” — you’ll stand out as an expert.
Is it to sell?
  • While generally a blog is not used as a sales letter, it can do the work of selling. This should only be done occasionally, not as a regular practice. You can lose your prospect’s trust if not done carefully.
  • When announcing a new product, offer a special one time discount.
  • If there’s a significant event, such as a move, along with the announcement you can offer a blow out sale.
  • Story sells. Telling your story and creating a desire, your customer will want to buy without you getting “sales-y” on them.
Is it for another purpose?
  • Your sales team can probably shed some light on the most frequently asked questions, and that’s a good place to start.
  • Blogging can give a voice to your company that would otherwise be unknown. You can be hip and trendy, funny and entertaining, nerdy and technical, smart and sassy, authoritative, or any persona that fits with your company culture and goals.

What is the desired outcome of this article?

  • Determine if the goal of this article is to motivate the reader to do something, or simply to answer questions they may have, providing some comfort to them.
  • If there is a desired action, determine what that action is, and make sure you ask for it. Never leave your audience guessing at what you want them to do next.
  • A call to action can be anything from — “Buy now” — “See more” — “Share your experience below” — with a visible button to click on. (If you encourage comments, be sure to designate someone to respond. More on that in a later post.)

Hopefully this has provided some inspiration to get things moving forward on developing a blog for your B2B website. As always, I’m here to help when you need me.  


Cindy White is a freelance copywriter specializing in helping businesses reach their target markets for increased sales and improved client relations through compelling, well-crafted copy. Initial consultations are always free of charge. 

What’s Become of the Company Blog?

Preparing Client-Attracting B2B Blog Posts

Savvy marketers know the importance of implementing a B2B blog as part of their marketing strategy, but not every company is equipped to make it happen.

If you’re finding the idea of starting or staying consistent with your company blog overwhelming, you’re not alone.

blog spelled out with blocks

Do any of these sound familiar? 

•Too time-consuming to organize a blog.

•No clue how to do it.

•Don’t know where to start.

•Not sure what to write about.

•Too hard to keep up with it.

•No one on staff that can write well.

•Don’t see what’s the big deal about a blog.

As I said, you’re not alone. Your inbox and to-do list are busting at the seams as it is — am I right?

Research shows that although a high percentage of businesses have a blog, countless blogs are sitting dormant from neglect.

Today we’re going to cover the most basic questions:

What is a blog and why do I need one?

Blogging, once simply a form of online journaling, has evolved to become an integral part of doing business in this online world. Business-to-Business companies are now adding blogs to their arsenal of marketing tools, and for good reason.

A blog is a powerful lead generation tool, as it increases followers and draws new prospects to your website through social media sharing and search engine searches. Blogs with a lot of activity make Google happy (This may or may not be the technical term).

Blogs also keep your website fresh with new content and are valuable for lead nurturing as well. Both prospective and existing customers will return to your website time and again to seek information and find answers.

A blog post is an article that gives your audience something of value. It can be used to showcase or demonstrate products, advertise events, answer frequently asked questions (FAQ), bring ideas to light, and more. Done well, it can set you apart as a thought leader in your industry.

Staying on Top

Savvy customers do their homework. They’re coming to your website before calling you or coming into your business. Your blog can showcase your expertise, and allow Google to send prospects to your website with their questions, instead of to your competitor’s.

One reason many companies fail to get their blog launched is a shortage of good writers. Whether you intend to write the articles yourself or hand the assignment off to a professional copywriter, you will first need to answer some important questions.

Asking the Right Questions

Why? – Before writing your article, you need to clarify the purpose and intended outcome.

Who? – Identify your target audience and their needs.

What? – Determine the topic and choose the content to be included.

How? – Create a system for writing that maintains a consistent style and voice.

Where and When? – Establish a plan for publishing your blog posts through the appropriate channels.

I’ll cover these questions is detail in upcoming blogs.

Getting Help

Very few business professionals have time to write their company blog while running a business. Hiring a freelance content writer is the most common, cost saving, and effective way to achieve your goals. If you have questions about outsourcing your B2B blog, contact me for more information.

Cindy White is a freelance copywriter specializing in helping businesses reach their target markets for increased sales and improved client relations through compelling, well-crafted copy. Initial consultations are always free of charge. 

The 3 Questions Your Website Content Must Answer

It’s not uncommon to spend a good amount of time and money developing a website that looks crisp and modern and functions well. And those things are super important.

When a prospect comes to your website, it’s what’s inside that counts. And the thing your website content must do is answer their need.


question mark


Your prospects may have many questions for you. But when they get to your website, it comes down to three fundamental questions:

  1. Can you help me?
  2. Can I trust you?
  3. Now What?


These are the questions you need to answer beyond a doubt, and the first two quickly. Because with just a click, that prospect could be gone for good. According to recent studies on attention span, you have about 8 seconds. (Which is one second less than a gold fish, by the way.)

The Home Page

Your home page answers the first question, “Can you help me?” It has to tell the reader, “Yes, this is where you belong, and I can definitely help you”. This page is NOT about you! Your visitor is searching for something that will solve their problem and/or make their life better in some way. They didn’t come to read your brag-sheet.

Make your home page about the prospect. State the problem they came to resolve, and show them you have the solution.

This is your first impression moment. Don’t blow it. It only takes one click to leave your website — forever.

The About Page

Your About page, or Biography, will tell your prospect who you are. This is where you talk about yourself.

But consider that the visitor is STILL looking out for themselves. You must make it clear why you are the right person/business/coach for them. Show how you are uniquely qualified to solve their problem.

Their primary concern is, “I’m going to be working closely with this person. Are we going to get along? Is their personality a good fit with mine? Can I trust them?”

Now, it’ll be up to them to decide if they like you or not. It’s your job to provide an honest view of yourself. (A little social proof  wouldn’t hurt either.)

It is crucial to be your true self here. Your prospects need to decide for themselves if they like and trust you. There’s no benefit in putting up a false front when you’re ultimately going to be working one-on-one with this person. If they discover you’re a fake they’ll feel betrayed. Trust is the key to your success.

Don’t be concerned with those that don’t like you for who you really are. You wouldn’t want to work with them anyway, would you? Of course not.

First or Third?

Whether you write your website content in first-person or third is up to you. I’ve found no clear data showing one is better than the other. Often it depends on the type of business.

Websites written in third-person give the impression of a bigger organization. It works well for companies with staff. Bios written in third-person carry a voice of authority. (And it can be a little easier to brag about yourself in third-person, too.)

My feelings are that the more personal the service you offer, the more likely someone will be looking for a personal connection, like talking to a friend. It’s perfectly fine to have both, such as first-person on the Home Page and third-person on the Bio or About Page. Experiment to see which seems a better fit.

That Last Question

Although the first two questions are mandatory in order to capture attention, there is one more that is crucial. Without this piece, you may still lose the prospect.

“What do I do now?”

inspecting website content

The Call To Action, or CTA, is vital in moving the prospect from curious-to-client. You must tell them what to do next.

Whether you want them to sign up for your mailing list, or simply to give you a call, you must tell them so clearly. Perhaps there’s another page of your website you want to move them to. Say so and provide the link. Confusion causes inaction.

Never assume someone visiting your website is familiar with what you do or how you do it. Provide what they need to know, in simple, concise language, and you will win their trust, and hopefully their business.


Cindy White is a freelance copywriter specializing in helping businesses reach their target markets for increased sales and improved client relations through compelling, well-crafted copy. Initial consultations are always free of charge. 

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