Writing a blog that is targeted to other businesses rather than the general public requires a different style of blog content. Rather than short whippy content that is easy to consume or share, B2B content is often more involved.
Blog content that is designed for the general public often needs to follow some ‘rules’. For example, one ‘rule’ often quoted is to be careful with your language. Most readers will not be familiar with ‘shop talk’ or jargon that is often used within industries.
B2B blogs are the opposite. They need to use jargon and other ‘inside’ language, first for credibility, second for easier understanding. If a green widget is called a gwidget, then you need to use that term. If you don’t, others may doubt your credibility.
Another aspect of B2B blogging that is different to standard blogging is in size. B2B blog content tends to be much longer in length compared to standard blog. This is because these blogs often need to go into much deeper explanations compared to standard blogs.
In a B2B blog, if you write about a specific topic, the reader wants the details – often all of them. With standard blogs, we don’t want the details – we want a brief summary and perhaps a link to more info if we want it.
B2B blogs will be probably be one area of growth in the future. The online society already uses them; you only have to visit one of the many blogs that cover SEO or online marketing to see how much depth they actually provide on a topic.
