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The 3 highest performing blog formats for B2B marketers

3 highest performing blog formats for B2B marketers

[A 4-minute read]

Got a pile of complex information to disseminate in a digestible way?

An epic client story to share?

Whatever you’re wanting to communicate - a blog is a great place to do it. But when people are navigating the web more flippantly than ever before, a well-crafted blog format can be all that’s needed to guarantee bites.

Here’s our pick of the three highest performing blog formats and why you (and your clients) need them in your life.

The Listicle

Everybody loves a good ol’ list post. They’re easy to create, simple to read or scan over and provide useful information to readers. It’s an article, essentially, but organised into a numbered list and proven to work so well that entire websites like Buzzfeed and Listverse are dedicated to the format.

Why you’ll love them:

  • They present a lot of information in short, snappy bullets.

  • They can explore a topic in depth by detailing all the different elements in a more intensive list.

  • By nature, they’re scannable.

Why readers love them:

  • Easy to digest and process.

  • You can be half asleep and still learn something because each point marks a new start for our brain and with it, our focus and memory.

  • They provide transparency - at any stage, the reader knows how far they are into the content and how much longer it will take to reach the end.

Avoid using lists if you’re trying to tell a story or covering a serious subject matter.. that’s when case studies are your friend.

The Case Study

Want to prove a point? Write a case study. A case study gives the reader very convincing examples of why a product or service works. They also celebrate success, and who doesn’t enjoy a good triumph story, right?

Why you’ll love them:

  • They help people fall head over heels with your client’s brand.

  • They tell a story and our brains are wired to love stories because the narrative gives words meaning.

  • They don’t have to be complex to be interesting, in fact - the simpler the better.

Why readers love them:

  • They help avoid bad buying decisions. Case studies give readers the comfort of knowing someone else has gone before them and had a great experience.

  • They bring human interest and emotion into the mix and people love reading about other people.

  • Case studies can help solve problems quickly.

While case studies can take some time to put together, they are well worth the effort, but if design is more your thing, then our third blog format will be your cup of tea.

The Infographic

Our brains prefer images over words so it’s no surprise the infographic is well-loved. Not only does their 600 pixel width fit snuggly inside all blogs, they’re a great way to display information and data in a way people will ACTUALLY engage with and share. Why else will you love them?

  • Infographics keep customers on websites longer - combining images, colours, movement and content improves time spent on pages.

  • They’re a perfect way to summarise and simplify tricky concepts, especially if data is involved.

  • Infographics have legs - they can be repurposed through multiple marketing channels.

Why readers love them:

  • They make it easy to digest complex information

  • Infographics are easy to share

  • Because their brains are drawn to them - find out why your brain craves infographics.

Not only are these blog formats super engaging and proven to be successful in B2B marketing, they can be repurposed. For example:

  • A case study on a website can also be a blog post

  • A listicle can be made into an infographic

  • You can expand on a infographic and make it a blog.

While you may have written enough blog posts to sink a ship, it’s always good to have a quick refresher to make things easier the next time you’re pulling together blog content or discussing options with a client.

If you’d rather someone else take care of your blog articles, talk to us and we’ll hit the ground running.

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