Top 3 Key Elements to Remember for B2B Blogging

b2b blogging

In preparing for the Marketing Profs Business to Business Conference in Chicago, I decided to whittle my presentation slides to a bare minimum. Presentations with tons of bullet points are IMHO, terrible and visitors rarely remember any of the information presented.

Instead, I want to pick three terms that should stick in marketers’ heads when it comes to B2B blogging. As well, I want to apply strong visuals so people would remember the message.

Thought Leadership

Thought Leadership

I chose a picture of Seth Godin. People respect Seth because he’s a thought leader in the Marketing and Advertising industries. Seth swims against the current and has a gift for clearly pointing out the failures of status quo. He makes us think. Everyone appreciates a thought leader and being recognized as one is outstanding for your business. A blog is a perfect medium to get recognized as a thought leader.



People don’t like reading words on a page, they like hearing the voice of a person. Case in point, this little visual of Jonathan Schwartz, Blogger and CEO of Sun Microsystems vs. Samuel J. Palmisano, Chairman of the Board, IBM – looking at the number of pages of links to their respective sites.

I actually didn’t know who the Chairman of the Board for IBM was when I researched this.



The last word is fear. It’s what stops most businesses from getting a blog up and running. Fear of losing control of the brand, fear of bad comments, fear of people pointing their fingers and laughing, fear of telling the truth. Some of the stats point to how fear is destroying some brands’ ability to attract readership and attention. Some of the other stats point to companies that overcame their fear and put it all out there for people to digest… and they are winning because of it.

Fear is never a strategy. Someone once told me that you can never run fast when you’re always looking behind you. Too many companies are insecure and fear the unknown. The irony is that their greatest fears will likely come true because they didn’t overcome them.


  1. 1

    All three of the items you mentioned have been topics of discussion at my company. The funny thing is that point 1 and 2 are easy discussions. Everyone is usually on the same page and accepts them as true. The 3rd point, however, has been a reoccuring issue for a long time. People either seem to get it or they don’t. I can’t tell you how many times the subject of bad comments has come up as a reason not to do some form of social media. Its even go so far as a fear of a competitor sabotaging us by posting lies *sigh*. The struggle continues.


    • 2


      The good news is that there’s no set rule on monitoring comments on a b2b business blog. It’s as simple as instituting a ‘nice rule’ where all comments are moderated and mean comments are ignored or replied to personally. I have over 3,000 comments on my blog and have only had to write 2 people back and tell them I wouldn’t post their comment.

      Just be sure to let people know up front – this is a business blog to open communication to your customers and find solutions – not an open forum to bash the company. As well, if these are upset customers, the opportunity to write them back personally and help them vent may turn them around!

      Moderation is a great feature of virtually every blogging platform. With a B2B blog, I’d insist on it!

      Ironically, the issue with negativity in business is that people don’t see businesses as ‘people’. Rarely would someone talk to a person the way they’d write a business. I’m speaking from experience… I’ll slam a business when I fill in their ‘contact us’ form, but when I get on the phone with them I know it’s usually not the person’s fault at the other end and I tone it down.

      Having a blog provides customers with a person to see and get to know – minimizing the risk of them starting a war online.

      Good Luck!

  2. 3

    Thank you for the response. You bring up a good point. I tend to subscribe to the “non-moderated comments” school of social media. I just feel it lends a certain sense of empowerment to the reader/consumer of the media piece. This, no doubt, contributes to some of the fear within my company. Perhaps I should soften my approach a bit.


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