What These High-Performing B2B Blogs Get Right

MAIN TAKEAWAYS:

• The top-performing B2B blogs in 2026 use a variety of content strategies to help improve organic search KPIs like sessions, time per pageview, and bounce rate.
• These techniques can also help increase the SEO and AEO value of your blog, drawing increased website traffic and interest from your target audience.
• Ease of navigation, establishing expectations, and highly scannable content are a couple of techniques that are common to high-performing B2B blogs.

A B2B blog is like an on-ramp for your website — this may sound odd, but stick with me. For B2B brands, a regularly updated blog is key for potential customers to quickly and easily discover who you are by strengthening the search engine optimization (SEO) value of your website and improving its ranking in organic search.

For those of you wondering about the continued growth of AI search, yes, blogs help with that too. High-quality, well‑structured blog content feeds information to AI engines like ChatGPT or Perplexity, which use — and cite — that content to answer questions and respond to prompts.

For example, about 73% of users engage an AI search engine to learn more broadly about a topic, company, product, or service, and blogs play an important role in fueling the information those AI search engines provide.

A high-performing B2B blog is one where the content aligns with Google’s experience, expertise, authoritativeness, and trustworthiness (E‑E‑A‑T) criteria, and AI chat assistants like ChatGPT apply similar criteria when evaluating the relevance and value of blog content.

I’m a big fan of examples — of breaking down real‑world use cases that help illustrate complex ideas. Here are a couple of things you should consider — and potentially emulate — when looking to increase the performance of your blog.

Ease of navigation

Blogs give B2B brands the digital real estate to demystify complex ideas and processes, helping customers better understand concepts that can help them overcome real‑world challenges. But just because the ideas are complex doesn’t mean navigating them on screen needs to be, which is something GE Vernova’s Power Insight blog gets right in a big way.

This blog prioritizes ease of navigation in a couple of ways. First, each post includes a table of contents at the top, and each section title uses anchor text to bounce the reader down to a specific section. This makes it quick and easy for readers to access the information that most closely matches their question or search query.

The blog is also set up as a three-column grid, with the H2s in the first column and the body copy taking up the other two-thirds of the screen, effectively outdenting the subheaders. This is a relatively low‑impact but savvy way — because we read from left to right — to communicate what each section is about in a very scannable, easy‑to‑navigate manner.

A quick establishing of expectations

It’s no secret that there are a ton of B2B blogs out there. People have options, which makes it imperative to quickly communicate what the reader can expect from a blog entry. You can establish these expectations in a variety of ways, but a couple of particularly effective strategies include:

• An estimated read-time counter
• A brief summary or bullet list of key takeaways
• A “popular posts” filter

B2B finance blog Fathom uses an estimated read-time indicator at the top of each individual entry, giving readers a clear sense of the time investment required for each article.

Not only does a brief summary of key takeaways make it faster and easier for Google or AI search engines like Gemini to scan content, but it also helps human readers quickly evaluate whether a blog entry contains the information they’re seeking. This can help increase time on page and reduce bounce rates, both of which are good indicators that you're creating relevant, valuable content.

A popular-posts filter is another useful feature of Fathom’s blog. The main blog page lists the most popular posts, which helps improve navigation and gives first-time visitors a sense of the topics and conversations that are resonating most with readers.

Incorporating a variety of media types

Graphs, charts, photos, and other visual components do more than just break up large blocks of text — they create a more dynamic, well‑rounded blog entry that appeals to the different ways readers prefer to consume and process information.

While graphs, charts, and photos are a good start, incorporating other types of media — like related videos, podcasts, or audio transcriptions of blog text — gives readers options for how to digest the information and provides opportunities for additional engagement.

For example, GE Vernova’s blog includes an audio version of each entry that can be played at multiple speeds. This helps increase the accessibility of the blog — which is key for SEO value — and also makes each entry feel more dynamic.

A big part of the game plan with blog content is providing enough value to keep readers on the page — and on your website — once they land there. Incorporating different forms of visual and audio communication increases the likelihood that readers will explore your blog and website and, hopefully, convert on an offer or request a quote.

Superior scannability

Scannability is essential in B2B blogs because busy buyers skim first, then decide whether your content merits a deeper read. Highly scannable blogs make it quick and easy for readers to understand your brand, your expertise, and take the desired action.

Highly scannable blogs make it quick and easy for readers to understand your brand, your expertise, and take the desired action.

There are a couple of techniques you can use to enhance the scannability of blogs.

• Break down complex ideas or processes using bullet points, numbered steps, or short sections with clear labels. This is where H2 and H3 headings help structure content in an SEO-friendly and highly scannable way.
• Keep paragraphs short — 2–4 sentences max — for effective use of white space and a more digestible look. This reduces reader fatigue and can help lower bounce rates.
• Incorporate pull quotes. Pull quotes are short excerpts (1–2 sentences) that summarize a section, drive home a key value proposition, or distill a complex idea into something memorable and snackable. They can also help spotlight key points covered in the blog.
  

AEC Business, a construction innovation blog, makes great use of bullet points and pull quotes — breaking up long-form posts while highlighting big ideas that are likely to resonate with those readers who are scanning.

There are so many moving parts to creating and maintaining a top-performing blog. These strategies can definitely start you down the road, but partnering with an experienced content marketing partner like Trekk is what you need to get to your destination. Learn more about how our content marketing philosophy can help you achieve your business goals.