Jan 29, 2026
The First 10 Blog Posts Every B2B Startup Should Write
Zach Chmael
Head of Marketing
4 minutes
In This Article
Content isn't a nice-to-have. It's the only way to enter the conversation that determines whether you make the shortlist. So what do you write first? Not random topics. Not whatever seems interesting. Not the thing your competitor just published.
Updated
Jan 29, 2026
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TL;DR
📊 Your content exists to intercept buyers who are already researching. 71% of B2B buyers start with a Google search, and they're 57-70% through their journey before contacting sales. If you're not visible during that research phase, you don't exist.
🏆 Comparison and alternatives posts capture highest-intent traffic. 60% of B2B buyers use software comparison websites when researching, and 71% of buyers go with their first choice after creating their shortlist. Get on the shortlist or lose the deal.
📈 Companies with blogs get 67% more leads. B2B companies with blogs generate 67% more monthly leads than those without. 76% of B2B marketers generate leads through blogging.
📚 Case studies are the most influential content type. 42% of B2B buyers say case studies and success stories are the most influential content. 69% of B2B marketers consider them the most effective content format.
⏱️ The first 10 posts establish your entire content foundation. These aren't random topics—they're strategically sequenced to capture demand, build authority, and create a content engine that compounds over time.
Zach Chmael
CMO, Averi
"We built Averi around the exact workflow we've used to scale our web traffic over 6000% in the last 6 months."
Your content should be working harder.
Averi's content engine builds Google entity authority, drives AI citations, and scales your visibility so you can get more customers.
The First 10 Blog Posts Every B2B Startup Should Write
The Existential Challenge of Starting from Zero
Here is the reality about launching a B2B startup's content program:
You are invisible. You have no domain authority. You have no search rankings. You have no library of resources to nurture leads. You have nothing to share on social media except product announcements that nobody cares about.
Meanwhile, your competitors (the ones with three-year head starts) have hundreds of indexed pages, established topical authority, and first-page rankings for every search query your prospects type.
And yet.
B2B buyers are 57-70% through their purchasing journey before they ever contact sales. 71% start their research with a simple Google search. 80% don't reach out until they've completed most of their homework.
This means the game is won or lost before you ever get the chance to make your pitch.
By the time a buyer talks to you, 81% already have a preferred vendor and 85% have already established their purchase requirements.
Content isn't a nice-to-have. It's the only way to enter the conversation that determines whether you make the shortlist.
So what do you write first?
Not random topics. Not whatever seems interesting. Not the thing your competitor just published.
You write the 10 posts that intercept the highest-intent buyers, establish your authority, and create a foundation for everything that comes after.
Here they are, in the exact order I'd publish them.
Post #1: The Comparison Post
Format: "[Your Product] vs. [Main Competitor]: Which is Right for You?"
Why this first: Because 60% of B2B buyers use software comparison websites when researching business challenges. They're not searching "what is [category]"—they already know. They're searching "[Product A] vs. [Product B]" because they're building a shortlist.
71% of buyers go with their first choice after creating that shortlist. If you're not on it, you've lost before you started.
The strategic logic: Comparison searches represent the highest-intent traffic in B2B. Someone searching "Slack vs. Teams" isn't casually browsing, they're making a decision. Capturing that traffic with your own comparison page means you control the narrative instead of G2 or Capterra.
How to write it:
Be honest about where competitors excel. Credibility requires acknowledging trade-offs
Create a clear comparison table with specific features, not vague claims
Define who each solution serves best—the "right for you" framing deflects accusations of bias
Include pricing transparency if possible (see Post #7)
End with a clear verdict, not wishy-washy "it depends"
Example structure:
This single post can become your highest-converting page. Write it first.
Post #2: The "What Is X" Definition Post
Format: "What Is [Your Category]? The Complete Guide"
Why second: Because two-thirds of a B2B buyer's journey starts with problem-focused queries, not brand names. Before buyers compare solutions, they define their problem. The brand that educates them on the problem earns trust before competition even enters the picture.
The strategic logic: "What is [category]" searches represent top-of-funnel discovery traffic. The volume is high, the competition for these terms is often lower than you'd expect, and—crucially—the brand that answers the question becomes the implicit authority on the answer.
If someone learns what "revenue operations" means from your content, you've planted a flag in their mind. When they later search for RevOps tools, you're not a stranger.
How to write it:
Start with a clear, 40-60 word definition optimized for featured snippets and AI extraction
Explain why this category matters right now
Cover the key components or characteristics
Provide concrete examples
Address common misconceptions
End with how to evaluate solutions in this category (leading to your comparison post)
The E-E-A-T angle: This is your opportunity to demonstrate genuine expertise. Don't write a surface-level explainer, go deep. Include historical context, emerging trends, and nuanced distinctions that only someone who truly understands the space would know.
Internal linking opportunity: This post becomes the hub for your content cluster. Every future post on related topics links back here, building topical authority systematically.
Post #3: The "How to [Core Use Case]" Guide
Format: "How to [Achieve Core Outcome]: A Step-by-Step Guide"
Why third: Because B2B buyers consume 5-8 pieces of content before engaging with a vendor, and how-to guides are among the most consumed formats. They demonstrate that you understand the problem deeply enough to explain how to solve it.
The strategic logic: Your product exists to help people accomplish something. The how-to guide shows them the process, ideally in a way that reveals why your product makes it easier.
This isn't disguised product marketing.
It's genuine education that happens to align with your value proposition. The reader should be able to follow your guide without your product, but should realize your product would make it significantly better.
How to write it:
Choose the single most important outcome your product enables
Break it into sequential, actionable steps
Include screenshots, templates, or examples wherever possible
Acknowledge common obstacles at each step
Be specific about time requirements and resources needed
Mention (don't hard-sell) where your product fits
The credibility test: Someone following this guide should get real results even without buying anything. If they can't, you've written marketing collateral, not educational content. 70% of B2B buyers say content quality influences their final purchase decision, and quality means genuinely useful, not subtly self-promotional.
Post #4: The Founder Story
Format: "Why We Started [Company Name]"
Why fourth: Because 86% of consumers consider authenticity a key factor in supporting brands, and the founder story is authenticity in its purest form. It demonstrates Experience—the E in E-E-A-T—that no competitor can replicate.
The strategic logic: This isn't about vanity or ego. 80% of business decision-makers prefer getting company information from articles versus advertisements. The founder story is the article that makes your company human.
More practically: your founder story will be linked from About pages, press coverage, investor updates, and partnership discussions for years. It's a foundational asset with a long compounding tail.
How to write it:
Start with the specific problem that triggered the founding moment
Include the personal stakes—what you risked, what you gave up
Be honest about early failures and pivots
Explain the insight that made everything click
Connect to your current mission and values
Make it personal enough that only you could have written it
What to avoid: Generic entrepreneurship narratives. "I saw a gap in the market" says nothing. "I spent three months manually doing [painful thing] for 12 different clients before realizing there had to be a better way" says everything.
Your origin story is marketing gold because it's the one thing nobody else can claim. Use it.
Post #5: The First Case Study
Format: "How [Customer] Achieved [Specific Result] with [Your Product]"
Why fifth: Because 42% of B2B buyers say case studies and success stories are the most influential content type, and 69% of B2B marketers consider them their most effective content.
The strategic logic: Case studies are proof. In a market flooded with claims, documented results from real customers cut through skepticism. They also provide social proof that reduces perceived risk—remember, 68% of B2B buyers research intensively to reduce the perceived risk of making a wrong decision.
You may only have a handful of customers at this stage. That's fine, you only need one good story to start.
How to write it:
Follow the Challenge → Solution → Results framework:
The Challenge: What was the customer struggling with? What was the business impact? Make the problem concrete with numbers if possible.
The Solution: How did they discover you? What made them choose your product? How did implementation work?
The Results: Specific, quantified outcomes. Percentages, time saved, revenue impact. Vague results like "improved efficiency" don't count.
The specificity principle: 73% of B2B marketers use case studies in their content marketing, which means buyers have read hundreds of them. What distinguishes yours is specificity. "50% reduction in onboarding time" beats "significant improvements." Named companies beat "a leading financial services firm."
Post #6: The Alternatives Post
Format: "Top [Number] [Main Competitor] Alternatives in 2026"
Why sixth: Because people searching "[Competitor] alternatives" are actively dissatisfied with the status quo and looking for options. This is high-intent traffic that's explicitly open to switching.
The strategic logic: You're not the only option, and pretending otherwise destroys credibility. The alternatives post acknowledges competitive reality while positioning your product within a curated set of options you've chosen to highlight.
Done well, this post captures traffic you'd otherwise lose to third-party review sites, keeps the comparison conversation on your turf, and demonstrates confidence that you can compete on merit.
How to write it:
Choose 5-7 alternatives including your own product
Provide honest assessments of each option's strengths and ideal use cases
Include a comparison table with consistent criteria
Position your product where it authentically fits—not artificially at the top
Address the specific reasons someone might leave the main competitor
Include "best for" recommendations that guide readers to the right solution
The credibility move: Don't make your product #1 in every category. Acknowledge where competitors genuinely excel. Readers know you're biased, earning trust requires demonstrating that you can be objective despite that bias.
Post #7: The Pricing/ROI Guide
Format: "How Much Does [Category/Your Product] Cost? A Complete Pricing Guide" or "[Your Product] ROI: What to Expect"
Why seventh: Because 74% of B2B buyers expect clear and detailed pricing upfront, and 87% of technology buyers have adjusted their buying process to ensure they only buy mission-critical products that will provide ROI.
The strategic logic: Price is the question everyone has and most B2B companies refuse to answer. That refusal creates friction, signals that you're either expensive or playing games, and often loses the buyer before they ever reach out.
Transparency on pricing and ROI is a competitive advantage when competitors are hiding behind "contact sales for pricing."
How to write it:
If publishing your pricing:
Break down what's included at each tier
Explain the logic behind your pricing structure
Address common questions (annual vs. monthly, what happens if I outgrow my plan)
Compare to category benchmarks where favorable
If not publishing exact pricing:
Provide genuine price ranges based on company size or usage
Explain the factors that influence pricing
Give examples: "A company with [X users/features/volume] typically pays [Y]"
Include an ROI framework: "Customers typically see ROI within [timeframe] through [specific mechanisms]"
The ROI component: Even if you can't share customer ROI numbers, you can provide a framework for calculating expected return. Price or ROI is the biggest influencer for large enterprises at 78%—give them the information they need to build the business case.
Post #8: The Integration/Workflow Post
Format: "How [Your Product] Integrates with [Popular Tool]" or "Building a [Category] Workflow: [Your Product] + [Key Integrations]"
Why eighth: Because integration or compatibility with existing tools is the second biggest influencer at 71% for large enterprises. Buyers don't buy products in isolation—they buy additions to their existing stack.
The strategic logic: Integration content serves multiple purposes: it captures "[Your Product] + [Tool]" searches, demonstrates that you fit into existing workflows, and provides practical guidance that reduces implementation risk.
How to write it:
Choose your most important integration partner (the tool most of your customers also use)
Explain the specific use cases the integration enables
Provide step-by-step setup instructions
Show the workflow in action with screenshots or videos
Include troubleshooting guidance for common issues
The SEO angle: "[Product A] + [Product B] integration" searches have surprisingly high volume for popular tool combinations. Creating comprehensive integration guides captures this demand and establishes you as the definitive resource.
Bonus: These posts often get linked from partner documentation, creating valuable backlinks from high-authority sites.
Post #9: The Common Mistakes Post
Format: "[Number] Mistakes to Avoid When [Doing Core Activity in Your Category]"
Why ninth: Because negative framing ("mistakes to avoid") captures attention differently than positive framing ("how to succeed"). It triggers loss aversion—68% of B2B buyers research to reduce perceived risk, and mistakes posts directly address that risk.
The strategic logic: Mistakes posts demonstrate expertise through the back door. Anyone can list best practices—only someone who's seen things go wrong can explain what fails and why. This positions you as a seasoned advisor, not a novice marketer.
How to write it:
Choose mistakes you've genuinely observed customers (or yourself) make
Explain why each mistake happens—the underlying logic that makes it tempting
Describe the consequences—what goes wrong and how badly
Provide the correction—what to do instead
Where relevant, explain how your product helps avoid the mistake (without being heavy-handed)
The voice: Slightly world-weary, been-there-done-that energy works well here. Not condescending, empathetic. These mistakes happen because they seem reasonable until you know better.
Post #10: The Industry Trends Take
Format: "[Number] [Category] Trends for 2026 (And What They Mean for Your Business)" or "The State of [Category]: What's Changing and Why It Matters"
Why tenth: Because thought leadership positions you as someone tracking the broader landscape, not just promoting your product. 90% say post-purchase support and relationship management significantly influence vendor selection—demonstrating that you think beyond the sale builds confidence in the relationship.
The strategic logic: Trends content gets shared. It gets cited by analysts and journalists. It establishes you as someone who understands where the market is heading, not just where it is today.
This post also creates natural opportunities to position your product as aligned with where things are going, forward-looking rather than catching up.
How to write it:
Choose trends you genuinely believe in, not just conventional wisdom
Include at least one contrarian take that challenges consensus
Support each trend with data (statistics, research citations)
Explain implications—what each trend means for practitioners
Where relevant, connect trends to your product roadmap or philosophy
The authenticity check: Every company publishes trends content. What distinguishes yours is having an actual point of view. If your trends post could have been written by anyone in your category, you've wasted the opportunity.
The Strategic Sequencing
These ten posts aren't arbitrary. The sequence follows a deliberate logic:
Posts 1-3 capture existing demand—people already searching for solutions.
Posts 4-5 build trust through authenticity and proof.
Posts 6-7 address the evaluation phase—alternatives and economics.
Posts 8-9 reduce implementation risk and demonstrate expertise.
Post 10 establishes thought leadership and future vision.
Together, they create a foundation that covers the entire buyer journey:
Journey Stage | Posts |
|---|---|
Awareness | What Is X (#2), Industry Trends (#10) |
Consideration | Comparison (#1), Alternatives (#6), How-To Guide (#3) |
Evaluation | Case Study (#5), Pricing/ROI (#7), Integrations (#8) |
Trust-Building | Founder Story (#4), Common Mistakes (#9) |
Every post links to others. The definition post links to comparisons and how-tos. The comparison post links to case studies. The alternatives post links to pricing. This internal linking structure builds topical authority and keeps readers engaged.
Beyond the First 10
Once you have this foundation, expansion follows a clear pattern:
More comparison posts: Cover every major competitor.
More case studies: Different industries, company sizes, use cases.
More how-to guides: Address secondary use cases and advanced topics.
More integration posts: Cover every tool in your ecosystem.
Definition posts for related terms: Build topical clusters around your category.
Problem-focused posts: Address specific pain points your product solves.
But don't jump ahead. It takes over a year to gain significant traction for a new blog. Companies publishing 9+ posts monthly see 35.8% year-over-year traffic growth versus 16.5% for those publishing 1-4.
The first 10 posts establish your foundation. Everything after compounds on that base.
Start Writing
The data is unambiguous: B2B companies with blogs generate 67% more leads. Content marketing generates 3x as many leads as traditional marketing per dollar spent. 70% of consumers feel closer to a company as a result of blogging.
But more importantly: your competitors are publishing. Your prospects are researching. The conversation about your category is happening right now, with or without you.
These 10 posts give you a seat at that table. Not eventually, immediately.
The comparison post captures buyers comparing solutions today. The case study answers the "does this actually work?" question your prospect has right now. The alternatives post intercepts the customer who's frustrated with your competitor this week.
Start with Post #1. Publish it this week. Then move to Post #2.
The compound returns begin the moment you hit publish.
Start Publishing Your Content With Averi →
Related Resources
Guides & How-Tos
The Seed Stage Content Marketing Playbook: Building Pipeline on a $3K/Month Budget
Content Repurposing at Scale: How to Turn 1 Piece into 20 Assets
Blog Posts
10 High-Impact Content Ideas for B2B Startups to Attract Leads
Content Velocity for Startups: How Much to Publish (And How Fast)
BOFU Content Strategy: The Pages That Actually Convert B2B SaaS Buyers
Definitions
FAQs
How long should startup blog posts be?
The data suggests 3,000+ word articles report stronger results, but only 4% of blogs actually write content that long. Length should serve depth, not word count targets. A comparison post might need 2,500 words to be comprehensive. A founder story might land at 1,500. The question is whether you've covered what needs covering, not whether you've hit an arbitrary number.
How fast should I publish my first blog posts?
Front-load the high-intent posts (comparison, alternatives, pricing) since they capture active buyers. Aim for 2-3 posts per week until you've published all 10, then settle into a sustainable weekly cadence. Bloggers who update old posts are 3x more likely to get results, so maintenance matters as much as publishing.
What if I don't have a case study yet?
Publish the other nine posts while you build customer relationships. Even a beta user or early pilot can provide material for a case study—the results don't need to be dramatic, just real. Alternatively, start with a "how one company approached [problem]" structure using anonymized details with customer permission.
Should I use AI to write blog posts?
AI can accelerate research, outlining, and first drafts. 85% of B2B marketers use generative AI tools. But the posts that perform—especially founder stories, case studies, and contrarian trend takes—require authentic perspective that AI can't generate. Use AI to scale, not to replace the thinking that makes content distinctive.
What about SEO optimization?
Every post should target a primary keyword, include that keyword in the title and headers, and follow basic on-page SEO hygiene. But SEO follows quality content—70% of B2B buyers say content quality influences their purchase decision. Write for humans first, then optimize. Not the reverse.
How do I promote first blog posts?
90% of B2B marketers use social media for organic distribution, and LinkedIn is used by 93% of B2B marketers. Share each post on LinkedIn with a genuine insight (not just a link). Repurpose key sections into standalone posts. Email to your list. Include in sales outreach where relevant. Promotion matters, but great content gets shared—focus on quality first.
