Blog Growth

6 Tips to Make Your B2B Tech Blog More Interesting

May 5, 2022

Everyone knows the importance of having a blog in this day and age of digital marketing. It allows you to connect to your audience and provide them with the information they need to learn more about your product and services.

However, if you’re in the tech industry, it can be challenging to make your blog interesting, especially if you are targeting other businesses. Most of the time, your blogs tend to sound more transactional than engaging. So is there a way for you to spice your B2B tech blog and make it more interesting?

The good news is you can! In this article, I will give you 6 strategies on how you can make your blog more appealing and engaging to help you connect with your audience easier.

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1. Create a Persona

Your blog is a reflection of your business. The main focus of this content channel is to establish your authority in the field and tells everyone that you know what you’re talking about. That’s why most B2B tech blogs talk about boring industry topics that make them sound robotic and transactional.

While there’s nothing wrong with that, it’s too dull for many to read. In some cases, visitors won’t even bother reading them.

So does that mean you need to stay away from boring topics? If so, how can you look for exciting ideas that could spark your audience’s interest?

Well, first off, you don’t need interesting topics to make your blog less boring. What you need is to change the way you deliver your messages by creating a persona for your blog. But how do you do this?

Think of your blog as a person and give it a personality. How will your brand communicate to your audience if your brand is a person? Do they love to make jokes, or maybe they are stern? What kinds of stories do they tell? How do they try to relate to their customers?

Basically, you need to build an identity for your blog and stick with it.

If you don’t want your blog to have only one personality, you can also consider establishing different authors for it. For example, you or your team members can take turns in creating a post and embody different personalities that will allow you to connect with diverse audiences.

Lastly, don’t be afraid of humor. Many B2B tech blogs think that being an expert equates to seriousness. That is not always the case. There’s nothing wrong with making your audience laugh. In fact, it will even hook them to your blog. But of course, don’t always make jokes, and be sure to use them when the moment calls for it.

2. Don’t Be Scared to Feature Other Experts on Your Blog

I get it; you want your blog to be all about you and your brand. It’s your blog, after all. But the tech industry does not only revolve around you and your company. There are other experts and leaders in the field too. Some may think of them as competition.

However, it’s challenging to compete with established experts if you’re new in the field. So instead of trying to beat them, why not see it as an opportunity and leverage it?

You can do this by interviewing them and posting it on your blog. Ask them about industry trends and talk about their expertise. In addition, there’s also a chance that they will share your interview with their audience, allowing you to have greater reach than what you already have.

Winning!

According to the 2021 LinkedIn-Edelman B2B Thought Leadership Report, 54% of their decision-makers respondents said that they spend more than one hour a week reading about thought-leadership content. While an interview may not be seen as thought-leadership content, interviewing thought leaders can be a loophole.

So, instead of spending all your time looking for new topics to post within your tech blog, allocate some of it to search for experts you can interview and reach out to them. By including insightful guest posts in your content strategy, you can provide a unique perspective, just like the Digitfeast technology blog does, fostering engagement and offering your audience a richer, more diverse experience.

3. Inject Case Studies Into the Mix

Screenshot of a Google Analytics spike showing an increase in sessions with a case study post.
Case Studies can lead to lots of additional traffic and conversions

Image Source         

According to Hubspot’s 2021 State of Marketing report, 40% of marketers use case studies as their primary marketing media? That’s a 17% increase from the previous report. This form of media is now the fourth most used type of content after blogs, videos, and infographics. So, if you don’t have this in your B2B tech blog yet, it’s time to add it into your mix.

Case studies can be one of the most powerful tools in your content marketing strategy. While you may think that your audience may find long-form content boring, case studies will always be an exception. This form of content allows you to go in-depth and tackle a problem head-on, give your solution and the results you delivered, all while putting your customer at the center of it all.

Not only will you build an emotional connection with your customers, but you will also be able to provide them with valuable insights about the products and services you offer. Case studies are a peek at what goes behind the scene. It shows how you work with your customers and how you help them achieve their goals.

If you do it correctly, they can take your blog to the next level and make it enjoyable. To do this, you must focus on the real-world aspect of your business and highlight common problems that most of your customers face.

4. User Experience is Crucial

One of the most common content marketing pitfalls is focusing all your efforts on your content.

Sure, content is critical to your blog’s success, but so is the user experience. I’m not saying you need to hire a web designer right away to make your blog page visually appealing. But it helps that your blog page is easy to read and intuitive.

First, make sure that your font and its size are readable. While there’s no golden rule when it comes to what font and size to use, many UI designers say that a Sans-serif font is the easiest to read, and font size can range from 12 to 20px, depending on your overall website design.

Next, you need to make your content scannable. Let’s face it, many of your readers won’t read everything you post. Most of them will probably just skim through it. That’s why you need to structure your blog so that it is easy for them to scan it without missing important points. For example, keep your paragraphs under five sentences and bold keywords that you don’t want them to miss.

Lastly, don’t forget your blog landing page. You need to make it easy for your audience to search for a specific topic by making your search bar visible. If you can, add filters to it.

You should also use feature images for each of your posts as they can add appeal to your posts. If possible, format the landing page in a way where you can add the top posts of the week or day. This allows you to lead your audience into a specific blog post you want them to read.

5. Blogs Can Have Photos and Videos Too

It’s a common misconception that blog posts should only be texts and articles. If you’re following this, it’s no surprise that your B2B tech blog will be dull. Don’t fall into this trap. Let your content be a mix of articles, infographics, and videos. You can even mix and match them and create a hybrid content that will make your blog more engaging to read and follow.

From the Wyzowl State of Video Marketing 2022 report, 88% of people say that watching a brand’s video has convinced them to buy a product or service. So why not use videos in your blog as well? For instance, you can explain specific topics or your services in a video rather than in an article.

In addition, photos and videos allow you to communicate your message better without losing your audience’s attention. In some situations, a long-form article may intimidate your readers, but if you add images to it, it can make it more engaging. However, many tech B2B blogs rely on stock photos. There’s a huge chance they’ll see the same images from different blogs.

To help you stand out from the crowd, don’t just use stock photos as it is. If you have the time and ability, edit and customize them according to your blog’s persona. For example, you can add text to the images, use GIFs, or edit the colors so that they are cohesive to your branding.

Screenshot of Canva dashboard to create your own images
 Canva is great to customize and stand out

Image Source                               

6. Always Include a Call To Action

Even if you have created the most engaging blog post, if it does not include a call to action, you’re probably not going to convert your audience or make a sale. Although blog posts (specifically informational posts) are not intended to compel users to take action, you still need to lead your audience to the next step. For example, you can ask them to contact you to know more about a service, subscribe to your mailing list, or download a free trial.

Remember, engaging them can only do so much. You need to ensure that they take the steps you want them to take in order to make a sale. Your blog may only be there to inform and educate your customers, but don’t miss any opportunity you might have to convert readers into customers.

So, the next time you create a blog post, think of an action you want your reader to take. If you’re posting a case study, be sure to include an option for the readers to call or book an appointment with you. While your blog may not always persuade them to do the action, there’s always a possibility that one reader will have the urge to oblige.

Key Takeaway: Breaking Out of the Box

Don’t be afraid to be different from all the B2B tech blogs out there. I know that it can be terrifying to do something unconventional, but that won’t get you the views and clicks you want. There are already a lot of boring tech blogs out there, don’t let yours be one of them. Be bold and embrace your brand’s uniqueness.

Chris Bournelis
Chris Bournelis is a blogger and entrepreneur. He has been working in online business since 2015 and is passionate about leveraging the right partnerships, content, and software for maximum growth. Join him for the best SaaS reviews and how to build your blog like a business.
Chris Bournelis
Chris Bournelis is a blogger and entrepreneur. He has been working in online business since 2015 and is passionate about leveraging the right partnerships, content, and software for maximum growth. Join him for the best SaaS reviews and how to build your blog like a business.