Writing B2B content is easy. You can string a bunch of random words together, toss in your target keywords for search engine optimization, and publish it on your website.
But how much of your content drives conversions?
A 2024 survey by Content Marketing Institute reveals that 87% of B2B marketers use content marketing to generate quality leads, increasing their chances of making a sale. So, if your blog strategy isn’t getting the results you want, it’s time to switch it up.
Whether you’re new to B2B content writing or you want to set up a lead generation machine through blogging, this guide reveals all you need to succeed. Learn how to write B2B blog posts that drive conversions.
Key Points
What Is B2B Content?
B2B content is any valuable material a business creates to inform, educate, or persuade other businesses to take a desired action.
These materials take on several formats, including videos, emails, social media content, e-books, whitepapers, webinars, and blog posts — which we’ll focus on today.
Your goal is to persuade businesses to try out your services or buy your products, right? This means you’ll need to create great content that targets founders, managers, team leads, and other key decision-makers within an organization.
B2B blog writing involves more than just the content development process. It’s more about building trust and communicating your unique value proposition to potential clients.
Types of Conversions in Digital Marketing
Most digital marketers have gotten so caught up in quick wins that sales are the only conversions they’re concerned about. But there’s a lot more waiting to be tapped.
A conversion isn’t just about ringing up a sale. It’s about getting website visitors to take any action that aligns with your business goals.
Want people to sign up for your email newsletter? That’s a conversion.
Want them to watch a video or click that big pretty button in your homepage banner? Yup, those are conversions too.
Now that you know what conversions are in B2B blog writing, let’s explore how to create content that drives the results you want.
How to Write B2B Blog Posts That Drive Conversions
Creating B2B blog posts is an intricate process that needs precision at each stage. Closely follow these eight steps outlined below, and you’re already on the path to more conversions.
1. Define Your Goals
To succeed in the online business space, you need a clear direction.
Imagine embarking on a road trip to a destination you’ve never been to. What’s the one thing you’d bring along?
A map, right?
Or maybe a compass.
You’d want to know where you’re headed, how to get there, and what landmarks to look for along the way.
Image by Macrovector on Freepik.
B2B digital marketing is just the same. To navigate the online space and reach your desired destination, you need a clear roadmap. That’s where SMART goal-setting comes in. You need to set goals that are specific, measurable, achievable, relevant, and time-based.
First, identify the type of conversion you want to achieve. Do you want to record more sales, increase product views, or get more free trial requests?
Remember the types of conversions we mentioned in the previous section?
Here are others you can add to the list:
Once you’ve identified your goal, align it with your B2B blog strategy.
Ask yourself:
A well-defined goal framework ensures your content resonates with your target audience and drives meaningful results.
2. Know Your Audience
Imagine you’ve developed a marketing automation software. Would you market it to a small charity that barely dabbles into marketing?
No, you’d aim for medium- to large-sized businesses with complex marketing processes.
Targeting the right audience when writing B2B blog content will help you boost conversion rates and lower churn rates.
Image by Mentalmind on Shutterstock.
To get started, conduct in-depth market research to uncover key data about your audience:
Then, create buyer personas to guide content creation. This simply means creating a description of your ideal customer, complete with a name, demographics, goals, pain points, and interests.
With a buyer persona in your arsenal, you can address your customers’ concerns, provide valuable insights, and personalize your marketing efforts. This ensures your article appeals to them and builds trust.
While there are several resources you can extract buyer data from, the most effective are surveys, polls, focus groups, analytics tools, and industry reports. Tools like Google Trends, SurveyMonkey, IBISWorld, and Google Analytics come in handy during the research stage.
3. Understand the Buyer’s Journey
Your potential clients have a need they may or may not be aware of. There can only be one outcome:
A purchase.
Or none.
Your job as a content marketer is to speed up their decision-making process by providing timely, relevant, and valuable content. To achieve this, find out what stage they are on the buyer’s journey. Then, create blog posts tailored to their current needs.
Imagine a prospect is searching for the best marketing automation software for his online business. He’s already done his research. He knows he needs this software.
Now he’s ready to compare top contenders and make a final decision.
But instead of serving up a helpful comparison post that gives him options to choose from (highlighting your brand as the ultimate solution), you decide to engage him with a generic article on the “meaning of marketing automation.”
What are your chances of a conversion?
Pretty low, isn’t it?
A buyer travels through different stages of the sales funnel before purchasing an item.
This is especially true in the B2B model, where the decision-making process is long and complex. In some cases, the journey from brand awareness to a purchase may even take months.
So you have to create high-quality content that meets buyers’ needs at each stage of the journey.
They’re new to a particular concept? Create beginner guides.
They want to weigh their options? Publish comparison posts.
They need proof of your expertise? Serve up case studies.
Want them to get the most of your products? Trust newsletters and support resources to do the job for you.
The better you get at tailoring your content to buyers’ specific needs, the higher your chances of a conversion.
4. Create a Content Strategy
Now that you have your goals, target audience, and buyer’s journey all nailed down, it’s time to create a content marketing strategy that brings everything together.
Think of it as a blueprint that guides your content creation efforts, ensuring that every piece of content you create aligns with your business goals, resonates with your audience, and is accessible to them.
Image by pch.vector on Freepik.
As part of your online marketing strategy, here are some essential principles related to the content development process.
B2B writing makes up a large chunk of your content marketing strategy. Let’s explore it in detail as a vital step to follow when creating blog posts that drive conversions.
5. Write Search-Optimized Content
Here’s where you start implementing your B2B blog strategy, with a focus on search engine optimization (SEO).
Search engine optimization is the practice of improving your website’s visibility in search. It doesn’t matter how good your content is — if your target audience can’t find it, they won’t know it exists.
Image by Storyset on Freepik.
But this isn’t just about how-to guides. Research by Jeff Bullas reveals that blogs with images get 94% more views than those without. And that translates to low bounce rates.
So, if you’re not including visuals in your articles, you’re leaving a lot of engagements on the table.
Here’s how to optimize your content for search engines:
Remember, though: You’re writing for humans, not for search engines. So, while you want to rank high in Google’s search results and generate organic traffic, your main goal is to create high-quality content your target audience can relate to.
Be sure to use the right tone. Your diction can either be formal, informal, serious, humorous, friendly, or professional. When choosing your tone, consider your audience’s reading level. Then, use their choice of words.
By following these best practices, you can create great blog content that appeals to both humans and search engines.
6. Craft a Concise, Descriptive Title
You may have crafted a working title before writing your blog. How, double-check to make sure it’s the best you can come up with.
Your title is the first thing readers see. So, it’s often the deciding factor on whether or not they’ll read your content. A compelling title grabs attention, drives engagement, and conveys value.
But there’s a small problem. You only have a few words to write a title. So, how do you make it concise and descriptive at the same time?
Moderation is key here. Craft a title that introduces your blog post to your B2B audience and tells them what you’ll cover. But keep it short and sweet.
In January 2025, we played around with 10 variants of a title and made these findings:
Keep your titles concise — it’ll look pretty to humans and search engines.
7. Drive Engagement With Visuals
Picture this:
You scout the web for a guide on how to use a marketing automation tool. You find a great blog post that seems to tick all your boxes.
But one thing falls flat — the blog content is a wall of text.
No images.
Just a long block of text.
Will you find it enticing?
We surveyed 40 Google users. Here’s what we found:
But this isn’t just about how-to guides. Research by Jeff Bullas reveals that blogs with images get 94% more views than those without. And that translates to low bounce rates.
If you’re not including visuals in your articles, you’re leaving a lot of engagements on the table.
Break up text with images, videos, infographics, and other visual elements that will appeal to readers. Also create white space using bullet points, short paragraphs, and short sentences.
Your content will be easier to read, and you’ll have a better chance at driving conversions.
8. Use a Compelling CTA
Great! You’ve kept readers engaged to the end of your article.
What next?
They’ll either exit your website.
Or keep browsing.
This is why they need a clear direction.
Guide readers toward a desired action using a call to action (CTA). To make your content more compelling and further increase your conversion rate, clearly tell your readers what to do next.
Check out these effective CTAs to include when writing B2B blog content for more conversions:
A well-crafted CTA can persuade users to take a desired action. To optimize CTAs, start by testing different variables such as color, text, placement, size, design, and language.
Consider factors like timing, personalization, and urgency to create a sense of scarcity or exclusivity. For example, a limited-time offer can create a sense of fear of missing out (FOMO).
Udemy, an e-learning platform, creates a sense of urgency by including a countdown timer in their CTA.
By continually testing, optimizing, and refining your CTAs, you’ll improve conversion rates, enhance user experience, and drive business growth. Remember, even small changes can have a significant impact, so don’t underestimate the power of a well-crafted CTA.
Wrapping Up: How to Write B2B Content That Converts
As a digital marketer, every piece of content you create must point readers to a specific action. While making a sale is at the top of the list, it’s not the only conversion you should target.
You can ask potential customers to send a message, schedule a consultation, request a quote, or even try your product for free. Whatever conversion you choose, ensure it aligns with your overall business goals.
If you need an external team to handle B2B content writing while you focus on core business activities, trust PageRankly to do the job for you. Our content team will help you write B2B blog posts that create brand awareness and improve conversion rates.
Send us a message to learn about how we can help you.
FAQs About Writing B2B Blog Content That Converts
How Do I Write a Blog Post That Converts?
To write a blog post that converts, you’ll need to define your goals and figure out the type of conversions you want. Then, analyze your audience to understand their needs, pain points, and interests. Once you know who your audience is, you’ll be able to create relevant content that speaks directly to them and makes them click your CTA button
What Is a Blog Conversion?
Conversion means getting website visitors to take an action that aligns with your business goals. While sales is the top conversion B2B companies target, other types of conversions can help you grow your business. You could ask visitors to subscribe to your newsletter, join a waitlist, wishlist items, download a free resource, or even click a button.
How Long Should a B2B Blog Post Be?
How long your B2B blog post should be depends on several factors — the purpose of the post, your target audience, and the topic’s complexity. While long-form content falls within the 1,500-3,000 words range, it’s best to analyze the SERPs and determine the average word count of top-ranking pages to find a sweet spot.
