Beginning the writing process for B2B blog content can go two ways:
- You have a clear angle and messaging that you want to get a across and you find the background material to support it.
- You found a great article that you want to blog as a reaction post or just a general informative post. You figure out the angle and messaging based on the source material.
Either way—messaging and angle are key for any kind of post you write. It shouldn’t take long for the reader to figure out what you’re trying to say and where you’re going with it. If that’s not clear within the first few sentences of a post, you’ll lose the reader.
Now we are left with the challenge of sourcing background fodder for inspiration and to support your points or arguments.
B2B Blog Content Fodder: Not Just for Cows
Blog fodder is the raw material you use to write B2B blog content. This includes topics, ideas, quotes or graphics that serve as both a jumping off point for company bloggers to express their ideas and as linkable sources to support these ideas.
The best place to look for such B2B blog fodder would be online industry trade magazines, newsletters and other publications that deal specifically with your industry. Another good place to look for blogging material would be management consulting sites such as McKinsey and Accenture.
Mainstream mass publications like the New York Times or Forbes are ok, but they are less likely to have the industry insider tone that boosts a company’s thought leadership potential.
What kind of sources are good for blogs? Pretty much anything you can link to: articles, infographics, white papers, other company or industry influencer blogs. When choosing sources, look for those that your readers are unlikely to have encountered in their Facebook, LinkedIn or Twitter feeds.
One note of caution on using other company blogs or whitepapers: Be careful not to use material that is overly promotional.
Keeping the Fodder Together and Fresh
It’s a good idea to put all the sources in one place to make it easier to monitor industry conversations and check for new material. An app such as Feedly can come in handy for this.
We recommend keeping an eye on industry trends and finding ways to discuss or reference them on your blog. This gives you an opportunity to participate in broader conversations among your peers and possibly direct them, at some point.Writing compelling B2B blog content can be hard, but good source material makes it easier. Click To Tweet
Keep in mind that blog fodder should be fresh or evergreen. “Fresh” could mean anything from the last week to the last month, depending on your industry. Evergreen is material that is not time sensitive. If you found a great article on a news item from last year, skip. If you found a great white paper from six months ago that discusses yearly trends and doesn’t make any time sensitive references, it’s probably fine to use it.
Writing can be hard – but good source material makes it much easier and better.