Use this tech B2B blog post brief template to get your content creation off to a great start. This will speed up the essential first step and build quality into your content and process.
There is also a Google Doc version of this template.
Also:
- Get the Blog Post Guide.
- Get the Blog Post Brief.
- Get the Blog Post Brief Example.
- Buy the Blog Post Service.
1. Who is Dear Reader?
Always start with the outside-in perspective: you’re doing this work to help Dear Reader, after all… 😊
Abstract Person Profile
Abstract (but detailed!) profile, like a job role, with attitude (skeptic?), list of needs and concerns.
Example
Joan is an Alliance Manager in charge of marketplace operations and partner relationships with our hyperscale cloud partners.
Your answer here |
Abstract Company Profile
Abstract (but detailed!) description of target company in your target market.
Example
Acme Corp is an ISV selling penetration testing software for clouds aimed at the SME market,
Your answer here |
Real Examples
This is usually intel from the field – sales or customer success.
Example
Joan Smith is over-burdened with the paperwork of managing three hyperscale cloud and marketplace partnerships. Her options are to hire more people to cope.. but that won’t solve the root cause.
Your answer here |
Buyer's Journey / Funnel
Where is your individual and their company on the journey — the two can be different if your person is more advanced than their peers == challenger customer.
Example
Joan has Buyer Intent, but her engineering peers think they can write a solution themselves, while the boss isn’t yet convinced it won’t be disruptive (sensitive relationships) or value for money as it seems to add cost with no benefit.
Your answer here |
2. What outcome do WE want?
The simplest way to do this is to tie the blog post to a marketing campaign or some other initiative and not repeat that information here. Just focus this bit on the specifics of how this blog post is supposed to impact that campaign/initiative.
Brand Contribution
How does this blog align with long term brand evolution?
Example
Cloud marketplaces are the strategic direction of the company, and openly helping people (education, action) is part of our values/ethos.
Your answer here |
Campaign Contribution
Link to campaign plan and owner, who’s paying for this?
Example
This blog post is part of the Q2 Cloud Marketplace Initiative sponsored by Joe.
Your answer here |
Internal Team Benefit
Sales enablement? Customer success? Alliances? Something else?
Example
Sales enablement to help John convert more pipeline by overcoming customer challenges.
Your answer here |
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3. Blog Mechanics
Writing and publishing a blog post can be done badly by anyone. Doing it professionally requires a more thorough approach.
Outline
​​List the headers H1, H2, H3, one sentence guide.
Example
H1. working title is “Automating cloud marketplace operations to improve deal flow and revenue.”. <rest explained, can be a big section on it’s own/separate doc.
Your answer here |
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SEO
Keyword research, no keyword stuffing, HCU/EEAT, link to SEO guidance.
Example
Will align to final headline: slug, image filenames and alt-text, meta-description.
Your answer here |
Content Direction
Related guidance and resources.
Example
We refer to our internal blog guidelines. Supporting documents and interlinks should include an online product demo, our white paper on cloud marketplace ops, and a link to a business case for reluctant CEOs. We need to work out some CTA and goal conversions.
Your answer here |
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4. Content Distribution
The success of the content is largely dependent on the work done *after* it has been created. At a high-level there are three things we need to plan for and work on:
- Which channels will we distribute through?
- How will we atomize this content for those channels?
- Who will we engage on those channels?Â
Channels
Website section, X post type, LinkedIn post type.
Example
We will post this under the Cloud Marketplaces How To section. We’ll reach out to our hyperscale partner marketing teams for reuse. Infographic.
Your answer here |
Atomization
How you’ll extract more value/break down/reuse the blog.
Example
Create an X thread summary and LinkedIn article of key points. Use the headers, the summary/key points, the main infographic, and feedback from engagement.
Your answer here |
Engagement
Who will you notify/engage?
Example
Internally, Sales. Externally, Pipeline prospects, existing customers, hyperscale partners, and selected analysts. We’ll actively engage on social media and find people talking about the same topic.
Your answer here |
More resources
- Get the Blog Post Guide.
- Get the Blog Post Brief.
- Get the Blog Post Brief Example.
- Buy the Blog Post Service.