Just because you're a B2B company doesn't make what you have to say, boring to blog. Ok, that was a bad analogy, but you know what I mean.
With stats showing such good lead generation from blogs for B2B companies, it's certainly not an element of your marketing strategy to brush over.
The thing you certainly want to avoid is that culture of blogging just for the sake of it. Quality and relevance really do matter.
It seems a simple enough concept, but using data you're already collecting is a crucial element to keeping your blogging on track. Keywords, past post popularity and demographics can all help you to gain a picture of which topics you should be focussing on.
You may well find that the topics you think are the right ones, are actually getting overlooked and something else is drawing in the readers. Keep your buyer persona in mind and remember that you're writing for them, not you.
Content marketers don't just write, they write with purpose. While it may seem like a small distinction, it can mean the difference between wasting time and investing time in creating content that will deliver rankings, leads, and sales long after it's published. In fact, research reveals that B2B companies who blog receive 67% more leads than those who don't. But they aren't just blogging about anything. They're blogging about the topics that matter to their audience -- topics that their audience already searches for. How do they inform their strategies? Data.