B2B Blog Strategy: My Complete Guide For 2025

A modern, people-first B2B blog strategy is the secret to bring in consistent organic revenue for your QA team.

The “Blog”, or “Learning Hub”, can be a highly valuable source of leads and ultimately revenue for B2B brands.

Why is that the case? Because, by nature, B2B sales is incredibly research-heavy, and a lot of stakeholders are involved in the discussion. Sales reps can strategically leverage the resources published on the blog in their conversations to nudge prospects to the final decisions.

When done right, a B2B blog can be a game-changer.

And here’s my suggested playbook to help your team transform your B2B blog:

Literally everything you need for your B2B blog strategy is covered in this article. I even wrote further deep-dives for each part of the strategy if you want to get really advanced.

So, let’s get into it!

The B2B blog strategy you’d love

1. The Library & Publication approach

There have been quite a debate on whether blog (or content in general) should be done in the “Library” or the “Publication” approach in the B2B marketing space. If you’re not familiar with these terms, here is my own interpretation:

• The Library approach to content is about building the most evergreen and useful resource on a subject overtime. HubSpot is the pioneer of this approach, where they build an incredibly comprehensive resource center for readers at any level to self-educate about their products and services. These articles are usually SEO-driven.
• The Publication approach to content is about publishing content driven by insights and opinions. The writers generally have much greater level of freedom in what they can write since they are not constrained by keywords and topic clusters, and they can even go contrarian if needed. These articles are usually not SEO-driven.

Many brands have chosen either the Library or the Publication approach for their B2B blog strategy. However, like all things in this world, each approach has their advantages and disadvantages:

• The Library approach drives traffic, since they are usually tied up with SEO best practices. From a user perspective, the Library approach usually targets what the user is searching for, and they are sent to your website by Google. If you have a good keyword research strategy, you can actually millions in revenue purely from SEO. However, the writer usually have to sacrifice some of their creative freedom to optimize for SEO, and they don’t get to express their opinions too much, because, again, they need to go by the keywords.
• The Publication approach gives higher level of creative freedom (as well as freedom of speech), and brands can take advantage of that to write things that people don’t normally search for and showcase their stance. Of course, the cost of creative freedom is that you don’t get to optimize too much for SEO to drive free traffic. You usually need to find an additional channel to promote Publication-style content.

My opinion? You don’t have to strictly follow any. You can follow both, and still get great, great results (the best of both worlds).

This is a piece of content from HubSpot that has been written in the Library approach. It is easy to see how standardized the writing is. Each and every single paragraph of this article has been optimized for the keyword “Conversion Rate Optimization”.

Meanwhile, this is an article written in the Publication approach. It is more trendy, expresses a strong opinion, and there is no specific keyword to be optimized. The article is meant to be written more liberally to showcase their Loop marketing initiative.

Both types of content serve different purposes:

• The Library-style content is meant to educate and showcase authority. It is the traditional part of your B2B blog content strategy. Library-style content is optimized for terms everyone has been searching and will probably continue to be searching. This very article (B2B blog strategy) is meant to be a Library-style content.
• The Publication-style content is meant to showcase personality. It is the innovative part of your content strategy.

These libraries act as a moat to gate-keep other competitors from entering the field. They are protected by the Google algorithm itself. If you’re a new SaaS company, you probably would want to begin with publication-style content since it’s difficult to compete with more established SEO-driven library content.

But, of course, all big libraries need to start somewhere, so invest in your SEO-driven content library while you can. These two sides of the strategy complement each other and build each other up. It takes a while to build up your content portfolio, but it is certainly an investment that pays off in the long run.

I’ll explore the approach I used for the Library content vs Publication content.

2. The BOFU-first B2B blog content strategy

Let’s start with the Library part of my B2B blog strategy. Of course, your B2B blog should totally be optimized for SEO best practices.

Although Google search can certainly be erratic, and ads are filling up search results, they are still the major driver of traffic across the board. SEMRush recently shared how ChatGPT is actually expanding Google’s search volume, not decreasing it by any means.

A well-done SEO strategy is crucial to capture this goldmine. Here is my process when it comes to B2B SEO:

1. Capture the BOFU stage with SEO, first
2. Capture the long-tail, JTBD keywords
3. Go expert-led

I did write an article about how BOFU keywords is the secret sauce to success for B2B brands, so don’t forget to check it out. Now I’ll explain that process step-by-step.

Step 1: Capture the BOFU stage with SEO, first

BOFU keywords are very niche and specific queries that people search when they are ready to convert into buyers. For example, in the Finance niche, typical BOFU searches are product comparisons like “Robinhood alternatives” or “Xero vs Quickbooks”. These searchers are literally asking: which one should I choose? They’re primed to convert.

Your job is to show up in the middle of their decision and showcases your solution. Here are some BOFU content ideas you can go for:

• Build “X vs Y” comparison pages of competitors in your field, then position yourself as the ultimate option
• Build “Alternatives to” listicles with strategic positioning of your tool (think “Top 7 Robinhood Alternatives Ranked by Fees + UX”, with your tool positioned smartly)
• Build use-case specific landing pages (think “Best Accounting Software for Freelancers”)
• Build “Best [Product] for [Niche]” landing pages that hits both SEO searches and conversions

Be creative. You don’t even have to compare tools in your own niche. You can even compare tools that you integrate with, and then position yourself as the solution that can expand the capabilities of said tools. There are many ways to go with BOFU.

The cool thing? BOFU keywords are generally low-competition, so you have a better chance of ranking keywords compared to the TOFU What-is keywords that the big fish has been ranked for thanks to their gigantic SEO moats.

Step 2: Capture the long-tail, JTBD keywords

After that, you need to go long-tail and go niche.

People tend to ignore these underdogs, but they are the unsung heroes of a successful B2B blog strategy.

Jobs-to-be-done keywords are search terms that show someone needs to solve a problem or complete a task that your product/service can help with.

These keywords tend to be long, and therefore, not many people search them. But when they do search, they are really dedicated. These searchers are in need of a solution, and when you deliver that “antidote” to their problem, they are going to remember you.

Think of keywords like:

• How to increase sales conversions
• How to improve lead generation
• How to do customer relationship management
• How to boost sales productivity

If you’re a B2B SaaS tool for Sales (like Apollo or Hunter), you’ll need to solve those problems for your potential customers. That’s when your B2B blog comes into play. If you’re B2B SaaS, going with the product-led SEO is a nice choice.

At its core, product-led content answers this question: How can we solve a problem while actively encouraging users to try our product to get the outcome faster?

I wrote a more detailed guide about product-led SEO below in case you want to explore more.

💡 Read More: Product-led SEO for B2B SaaS: A guide

Step 3: Go expert-led

I believe in this quote from Ernest Hemingway, which essentially states that “In order to write about life first you must live it.”

And it’s true in B2B content. If you don’t really live through what you’re writing about, either through actually doing the work, or reading about it extensively, your content ends up lacking a certain personal touch that makes it resonate with your audience.

So…where do you find the experts who walked the walk and talked the talk to write content for you?

Well, either you find a team of external writers (with real expertise) to write content for you, or you turn to your internal team. As part of Perceptric’s content methodology, I always advise B2B SaaS brands to look internally. The insights they need to do marketing actually comes from their very own team. Never forget the:

• Sales team
• Product team
• Product Marketing team
• Product Support team (yes, they know about the product way way more than you can expect)
• Engineering team

Connect with these people, ask them questions like:

• Sales – “What’s the number-one objection you keep hearing?” “What’s the one thing that always closes a deal?” (there’s a reason why Gong is a really powerful tool for B2B companies)
• Product – “What’s coming in the roadmap that customers will care about most?” “What hard problem are we solving that no one else can?”
• Product Marketing – “Where are we winning and losing in competitive deals?” “What market narratives are we trying to own this quarter?”
• Product Support – “What’s the most common ‘quick fix’ or workaround customers need?” “What’s the feature everyone wishes they had?”
• Engineering – “What’s the most technically impressive thing we’ve built lately?” “What’s possible that marketing hasn’t talked about yet?”

These people can potentially inspire a lot of JTBD keywords for you.

3. The people-first B2B blog strategy

Now let’s move to the Publication part of your B2B blog strategy.

The goal of Publication-style content is to express your own unique voice and perspective, so there’s always a “person” behind each piece. This perspective may come from the founder, a thought leader, an industry expert, or anyone with something interesting worth sharing.

To kickstart a people-first B2B blog strategy, I usually start with a Contributor Map:

• Who are the thinkers with unique POVs? Founder, product lead, engineer, customer success, head of sales, partners?
• What do they bring to the table that no one else does?

The Content Strategist’s job in this case is to reach out to those thinkers, run a brainstorm session, and “pick their brains” to surface content ideas for the people-first part of their B2B blog. During my first days of doing people-first content, I really struggle with this ideation part because people don’t really think their perspective as “unique”. They usually just accept it as it is.

That’s why I use a prompt stack. I don’t make people start from a blank page; instead, I gave them a list of questions to begin with:

• What’s something obvious to you that others in the industry keep missing or overcomplicating?
• What’s a lesson you had to learn the hard way and now wish everyone knew earlier?
• What pattern do you keep seeing in deals, feedback, or usage that no one is talking about?
• What keeps you up at night about where your market or industry is going?

After that, I interviewed them, transcribed the conversation, and turned it into an article. This article can then be repurposed into a wide array of formats, or broken down into smaller pieces to be shared many times over a long period of time!

Strategies and tactics to make your B2B blog stand out

We’re stuck in a cycle of sameness. Most content is usually just the same ideas repackaged from the same source. In SEO, that’s been the default for years: the top-ranking posts are often just the same thoughts recycled and reworded.

That’s why you need to include some tactics to stand out when building your B2B blog strategy.

Here are some good tactics I recommend:

1. Develop proprietary data stories

Data is king now.

Either tap into your internal data resource and turn that into stories, or you can run a survey on your blog asking for people’s insights, then turn that into a whole new blog post. You can even partner with research firms to publish original stats no one else has. This helps your post a primary source rather than another rehash.

I’m going to publish stats of Perceptric’s blog as demonstration. I ran an A/B testing campaign where I start to produce and incorporate carousels into the blogs I wrote, then comparing the changes of reader’s dwell time before and after the experiment.

Here’s the satisfactory result:

Publishing such stats on your blog is beneficial in so many ways:

• It is your own data, which informs your own decisions.
• It showcases your authoritarity in convincing ways
• It encourages higher dwell time and engagement for readers

2. Use practitioners as authors

People immediately know that there is a human behind your content. What if this person is a subject matter expert and knows what they are talking about? Even better!

Involve your engineers, PMs, or customer-facing staff as visible contributors (or ghostwrite for them). Readers trust content when they see real job titles and domain experience behind the words.

You never know how much thought leadership content out there is actually written by ghostwriters.

3. Create and name your own models or frameworks

Don’t say “best practices”. It’s…boring, and sometimes those best practices are just common sense.

Go one step further and give your approach a name, a diagram, or a step-by-step method. Turn it into a philosophy even. You may not know it, but simply by slapping a name onto your method, you have built intellectual property and made your content memorable and, of course, link-worthy.

For example, here is my Content Methodology that I apply to personal writings and client’s writings.

4. Add interactive assets

Interactive assets usually take a lot more effort to produce, but it is totally worth it.

I usually help to embed calculators, ROI estimators, decision trees, self-assessment quizzes, or whatever fits the niche, right in the post. Interactive tools increase dwell time and give readers something tangible to share.

5. Use rich media

Do not use generic stock images. Try annotated screenshots, GIF loops of product workflows, or short explainers. At the end of the day, it’s about bringing as much value as possible into every bit of your published content.

Distributing and repurposing your B2B blog content