How to Create a B2B Blog and Social Media Post

How to Create Blog and Social Media Post for B2B

photo of Rosemary Lafferty

Written by: Rosemary Lafferty

Read time: 2 minutes

Wondering how to structure a blog or social media post so that readers will actually stop scrolling and read? Follow the following format to improve the “user experience” i.e. – how easy it is for the user to digest your post.

Below we discuss

  1. Blog Post Title
  2. Graphic for your post
  3. “Read Time”
  4. “Written By”
  5. Introduction
  6. What you will learn
  7. Main body of the post
  8. Links to related articles
  9. Conclusion
  10. Ask a Question
  11. Calls-to-Action
  12. About the Author
  13. Company logo

1.Blog Post Title

  • The title should include a Question/ Statement that addresses a known customer Pain Point – i.e. the reader must see immediately why reading this post will help them…..e.g. reading it will help improve their work/save time/reduce cost/make work run more smoothly etc
  • Includes keywords in the Title for SEO
  • Avoids industry jargon – uses lay person’s version of the wording

 2Graphic for your Post

Create a graphic that incorporates the title, an image and logo – it must convey the benefit of reading this post to the user within one second. For social media, this is possibly the first most important thing to get right in order to catch the eye of your prospects as they scroll down thier News Feed. On your website, use this graphic as the “featured image” so that it may show when your blog is shown in search engine results pages.

To see examples of excellent blog and social media graphics, check out the Content Marketing Institute

3. Written by

Name and Thumbnail photo of the author

4. Read Time

Indicate how will it take the average user to read your post or blog. (Most readers can read 200 words per minute)

5. Introduction – What is (your topic) and why is it important?

Some readers might be new to what you are writing about. Obviously, if what you are writing about is well-known, you can skip the explanation and instead explain why your reader needs to know about this.  Talk about the personal and/or business implications of understanding, employing, or using the topic you are writing about.

6. What you will learn/topics covered in this blog

This section should have numbered headings e.g. as seen in the post

7. The main body of the Article, divided into sections with subheadings

Divide the main body of the article into sections. Give each section a subheading and use keywords and synonyms of those keywords. For example, if you sell accounting software, use synonyms such as bookkeeping software, accountancy software, accounting IT systems etc. Your prospective client may not know the industry jargon to be sure to try to include as many versions of the keywords as possible.

Ensure that you set those headings as H1/H2/H3 in your WordPress post so that the search engines may find those headings.

Explain all industry terms/jargon in brackets if you are targeting users who will not understand these terms.

  • Give examples to illustrate your point
  • Throughout the post, give links to other relevant posts you have written. In those other posts, link back to this article. This is known as the Pillar – Cluster blog method and helps with SEO.

8. Links to related articles you have written

Provide further reading or resources for people just getting started who may want additional information. This section could include industry blogs, books, social media accounts for thought leaders, and/or suggestions for support/assistance.

9. Conclusion

Wrap up your blog post with a great closing. Remind your readers of the key takeaway you want them to walk away with and consider pointing them to other resources you have on your website.

10. Ask a Question

Stimulate comments by inviting readers to ask a question, give their opinion etc in the comments. Remember to always reply to comments as soon as possible. In some social media algorithms, the faster that comments occur on your posts, the more your post will be shown in news feeds. The volume of comments will also affect how many news feeds the algorithm will show your post.

11. Calls-to-Action

Place “calls-to-actions” at the bottom of your blog post. These can include

  • Email the author – add a link to email address.
  • Visit our website – add your website link
  • Follow our LinkedIn Company Page – add your LinkedIn company page link
  • Sign up for our eNewsletter – add your website, eNewsletter sign-up page link
  • Connect with me on LinkedIn – add your LinkedIn personal profile n link

Not all readers will be ready to pick up the phone and start the buying process. However, we don’t want them to read the article and then not take any step closer to buying from you (we want this post (i.e. a touchpoint) to create another touchpoint.

12. About the author

Add a short bio about the author – including the author’s experience and qualifications or a link to their LinkedIn profile.

13. Company Logo

Add your company logo at the foot of the article if it is being shared on social media. If it is on your website, you can leave out the logo.

Conclusion A well-structured blog or social media post will increase the chances that your readers will read your entire post.

View Rosemary Lafferty’s Profile here

Want to discuss your social media marketing with Yellow Ruler Marketing? If you need help with your social media, give us a call 086 3061260 or email us on

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