12 blog writing tips for high-quality content

Updated October 2024

Wondering whether your B2B company should start — or keep — blogging in 2025? Despite the continued changes to the SEO landscape in recent months, largely driven by AI-fuelled disruption, blogging is still a solid marketing tactic. This means it’s worth your while to stay up to date on the latest blog writing tips.

The 2024 SEO Performance Report published by Stratabeat and CMO Huddles found that B2B SaaS websites publishing five to eight blog posts per month increased their Google Top 10 organic ranking keywords by 47.9%. In contrast, those publishing just one to four posts per month only boosted their ranking keywords by 10.8%. The former group also increased organic website traffic by 103.3%, while the latter saw only a 12.1% improvement in traffic. Websites that stopped blogging saw a 15% decline in traffic.

I could go on. The report covered backlink growth, audience segmentation results, online tools leveraged, and more. I encourage you to bookmark it for a later read. But for our intents and purposes here, the question is not whether your B2B company should be blogging — rather, the question is how to do it well.

Despite what the AI hype might have you believe, creating high-quality blog posts takes work. B2B buyers want to read well-crafted, original content that enables them to learn something new. So, how do you produce that kind of B2B marketing blog content?

• Understand who you’re writing for

• Optimize your blog posts for search

• Use subject matter expert interviews

• Write an outline before you write a draft

• Consider brand voice, quality, clarity and engagement

• Include a call to action

• Copy edit before you publish

• Repurpose your blog content

Let’s dig into the details of these blog writing tips.

Why your B2B company should prioritize blogging

B2B buyers consume blog content on their hunt for everything from service providers to software vendors. ​​Blogging is essential to increasing your website traffic and building trust with your audience. Consistently publishing high-quality, original articles also offers an opportunity to alleviate the cost of advertising.

Not only can blogging save your B2B company money, but it can make you money, too. HubSpot’s 2024 State of Marketing Report asked marketers, “Which channels have resulted in the biggest ROI this year?” Websites, blogs and search engine optimization came in at the top of the list, tied with social media shopping tools. That’s right — blogs beat both email marketing and paid social.

This makes sense, considering that buyers are looking for a connection before they commit to a purchase. Blogging is an effective way to prove you understand their needs while showcasing your B2B company’s personality. You don’t need to be as entertaining as a viral TikTok challenge, but you do need to deliver engaging and relatable content. With a targeted strategy, your blog can build thought leadership and drive sales. 

12 blog writing tips to improve your B2B marketing content

Whether you use a blog post writing service or you use AI to write blog posts (which I don’t recommend without significant human intervention), it’s critical to understand how to write a blog post. These blogging tips will help your B2B marketing blog retain its quality and drive business impact.

1. Understand who you’re writing for

B2B companies with standout blogs deeply understand their customers and what resonates with them. Before writing, get clear on how your products or services truly solve your audience’s problems — not just on a practical level, but in ways that create meaningful change for them. Think about how the transformation you provide makes your buyers feel.

Developing a few key audience personas will help guide your content by giving you a picture of who’s likely reading your blog and the information they’re seeking. To learn more about your customers, ask them why they chose to buy from you. Engage with your sales and support teams, too, or use social listening tools to gain insight into your audience’s conversations.

This research can inform your content marketing strategy — the crucial plan you need in place before you start blogging.

2. Make strategic keyword choices

Understanding blog SEO optimization tips is also important. To elevate your blogging strategy, focus on understanding the key phrases your prospects use to find answers and solutions related to your industry. For instance, when someone searches for “blogging tips for B2B companies,” they’re looking for practical advice to overcome a challenge. This is known as keyword intent, and it's key to driving relevant traffic.

Tools like Google Keyword Planner and Semrush can help you discover relevant keywords, popular topics and competitor keywords. Use these tools to dive deep and uncover the phrases your audience uses most, positioning your content as the answer they’re seeking. By investing time in strategic keyword research, the next steps to optimize your blog will be much smoother.

3. Assess your competition 

Start by analyzing the search landscape for your chosen keyword. Instead of focusing solely on domain authority, pay attention to what type of content Google is prioritizing for this keyword — for instance, long-form guides, videos or listicles. Check the format, length and style of top-ranking posts to understand what’s working.

Next, review the key factors that matter today: keyword intent, user experience and content quality. Google’s algorithm increasingly rewards content that satisfies the searcher’s intent, loads quickly and offers a seamless experience on mobile. After selecting a keyword, see how the top posts align with that keyword intent and use these insights to improve your own content’s relevance and readability. 

4. Use subject matter expert (SME) interviews

Now that we’ve covered blog SEO optimization tips, let’s talk about the substance of your content. Using SME interviews is the ticket to truly original content. 

SMEs are experts in a specific field who have deep knowledge in areas like product development, operations or finance. Their expertise can help you create original, in-depth content on specialized topics, making them invaluable to B2B marketers.

There are two types of SMEs to keep in mind: internal and external.

• Internal SMEs work within your organization and can often share insights with a content writer who can then transform these insights into compelling stories. 

• External SMEs are experts outside your company, like a Chartered Accountant who can provide specialized insights if your company lacks that role. 

Involving SMEs requires planning, but it’s well worth the effort. Relying solely on others’ research misses an opportunity to boost your brand’s credibility and provide unique perspectives that also support your SEO initiatives.

5. Start with a blog post outline

You’ve interviewed your SME and now you’re ready to start your blog post. Wait! Knowing how to write a blog post outline will save you time and enhance the overall quality of your content. An outline helps you organize your thoughts, ensuring that your content has a clear structure and logical flow. 

Begin by identifying your main topic and the key points you want to cover, which will serve as the backbone of your article. Next, break down each key point into sub-points or sections, detailing the specific information, examples or arguments you plan to include. This not only helps you stay focused while writing, but also ensures that you cover all necessary aspects of the topic without veering off course.

6. Write in a distinct and consistent brand voice

You don’t want to be forgettable. So, establish a distinct brand voice that can foster recognition and connection with your audience. Take the time to define the key attributes of your brand voice, considering factors like your company’s values, target audience and the emotions you want to evoke. This is one of the most important blogging tips to follow.

Consistently write your blog content in this voice. Or, if you use a generative AI tool to write blog posts, train the tool to align with your established voice by inputting examples of your previous content and using prompts that reflect your tone and style.

Don’t forget to regularly review and adjust your content to ensure it remains true to your brand voice, which may evolve over time.

7. Offer quality information

This sounds like an obvious part of knowing how to write a blog post, but bear with me. Having a plan for your content and involving SMEs in its creation doesn’t guarantee quality information. What do I mean by “quality”?

• Don’t just blog about what you want to write. Keep an eye on emerging trends that will be relevant to your audience.

• Ask your SMEs to provide you with stories and real-life examples related to the topics you’re interviewing them on — not just theoretical knowledge.

• If you’re using statistics in your content, ensure they’re up to date. Many statistics get reused in blog posts titled with the current year when the original figures included in the list of stats are actually from five years prior.

• Fact check for accuracy. Ensure sources are credible and confirm that the information aligns with current industry standards. Consider implementing a formal fact-checking process.

Quality over quantity is key to building and maintaining your B2B company’s reputation as a reliable expert.

8. Make sure your content is engaging

Captivating your audience starts with a compelling hook that draws them in and makes them eager to learn more. Considering that the average reader spends just 54 seconds on a webpage, you want to make those precious seconds count. So, prioritize your readers’ interests by crafting content that addresses their problems, needs and desires.

Successful B2B blogs balance entertainment with valuable insights, addressing the challenges your audience faces while offering practical solutions. Use storytelling, relatable examples and conversational language to create a connection and maintain interest throughout your post. Incorporating visuals like images, infographics or videos can also enhance engagement by breaking up the text and making the content more dynamic.

9. Be clear and concise

Make it easy for prospects and customers to understand the message in your blog posts. Your writing should get straight to the point, ensuring that readers can quickly grasp your ideas without feeling overwhelmed. Avoid using jargon and complex phrases that might confuse your audience. Instead, focus on delivering clear, straightforward content that communicates your value.

Keep your sentences concise and purposeful, eliminating unnecessary words and run-on sentences. Engaging content should be enjoyable and easy to digest — if your readers struggle to follow along or find your writing tedious, they’ll be less likely to connect with your brand or offerings.

10. Include a call to action

Guide your audience's next steps by ending your blog posts with a compelling call to action (CTA). In addition to your main CTA, use in-line links throughout your content to direct readers to related information, enhancing their journey through your website. 

If your blog posts resonate with your audience, they’ll be eager to explore more, so offer them the option to subscribe to your email list for notifications about new content. Keep the sign-up process straightforward and user-friendly to maximize conversions.

11. Copy edit your blogs

To be viewed as a credible resource, you want to avoid having mistakes in your blog content. So, thoroughly copy edit your B2B company’s blog posts to ensure they’re free from typos and grammatical errors, which can undermine your message.

Creating an editorial style guide that outlines the standards for grammar, spelling and formatting can make the editing process easier. This guide can also serve as a reference for anyone contributing to your blog, ensuring consistency across all posts. 

12. Refresh old blog posts regularly

Updating older blog posts is a smart strategy for driving more traffic to your website. The pressure to continually create new content can be overwhelming, but revisiting and enhancing previously published posts can save you time while still delivering value. 

So, how do you determine which blog posts to update? A good starting point is to identify articles that feature keywords ranking on pages two to five of Google. From there, simple changes can yield significant results. Consider adding fresh videos, images or updated statistics to breathe new life into your existing content. Explore targeting new keywords and promote these updated posts as if they were new, ensuring they remain relevant and useful to your audience.

Need an expert B2B blog writer?

Consistent blogging can significantly boost organic traffic to your B2B company’s website while building strong connections with your audience. Crafting relevant, valuable and engaging blogs requires time and dedication, but you don’t have to tackle it on your own. At Scribe National, we specialize in creating strategic, high-quality, original blog content designed to drive impact.

Tap into the power of expertly-written and optimized blog posts to attract your ideal buyers. Learn how our content marketing agency’s blog post writing service helped Uplift Content increase customers by 150%.