My B2B Blog Research (and Writing) Process

A Behind-the-Scenes Look at How I Research, Write, and Rank

Author

Nikita Gupta
April 01, 2025

Every blog is different, whether it’s the structure, depth, tone, or content itself.

After writing blogs for 4+ years, I’ve worked with clients who follow all kinds of processes. But when asked what my own process looks like, this is what it boils down to.

Step 1: Understanding the Brief & Audience

Before I type a single word, I gather the essentials:

  • What’s the goal of the content? (Traffic, conversions, brand awareness?)

  • Who’s the audience? (Pain points, search intent, industry knowledge level)

  • Any specific keywords, competitors, or references?

I ask the client these questions upfront to ensure we're aligned before getting started with the research.

What I do differently:
I go beyond the brief and research the client’s past content to match their brand voice and tone. If they don’t have existing content, I ask them for references to ensure consistency.

Step 2: Keyword & SERP Analysis

Once I have the brief, I dig into SEO:

  • Keyword Research: Mostly, the clients provide me with the keywords, when they don’t, I check search volume, competition, and variations using Ahrefs, Semrush, and Google Keyword Planner.

  • SERP Analysis: I review the top-ranking articles to understand:

    • Common headings & structures

    • Content depth and length

    • What Google is prioritizing (lists, guides, case studies?)

This helps me see what’s working and identify gaps I can fill.

What I do differently:
Instead of just following the top results, I look for unique angles or underrepresented perspectives. I also check content formats that are ranking well (listicles, case studies, or ultimate guides) to see what’s missing.

For example, if all the top results are basic how-to guides, I might create a data-driven case study or an expert roundup to stand out.

Step 3: Competitive Research

Beyond just SEO, I analyze:

  • How competitors are covering the topic

  • Where they fall short (lack of examples, outdated info, missing insights)

  • How I can make the content more useful, engaging, and actionable

What I do differently:
I also analyze content from adjacent industries to bring fresh insights and a broader perspective.

For example, if I’m writing about SEO for SaaS, I might look at how e-commerce brands approach search optimization. They often have innovative tactics for product pages, which can inspire fresh ideas for SaaS landing pages and content.

Step 4: Creating an Outline

Before writing, I structure the piece to ensure logical flow and SEO optimization:

  • H1 (Title optimized for search + engagement)

  • H2s & H3s (Core subtopics, keyword-rich but natural)

  • Bullet points for key takeaways, FAQs, or step-by-step guides

  • Internal links + external authoritative sources

This step saves a ton of time during drafting.

What I do differently:
I create a working title and subheadings first, but stay flexible—I often tweak them as I write to ensure they fit the flow naturally.

Step 5: Rough Draft & First Edit

With the outline ready, I start writing, keeping in mind:

  • Natural keyword integration (no stuffing!)

  • Short, scannable paragraphs (SEO loves readability)

  • Engaging intros & compelling CTAs

After the first draft, I self-edit ruthlessly (very important), checking for clarity, structure, and flow.

What I do differently:
I always write the introduction last. Once the draft is complete, I have a clearer sense of the piece’s direction and can write an intro that hooks the reader effectively.

Step 6: SEO Optimization & Final Touches

Before delivering, I:

  • Check keyword placement (titles, headings, body, meta description)

  • Improve readability (tools like Hemingway, Grammarly)

  • Add internal/external links

  • Optimize images (alt text, compression)

What I do differently:
I read the entire piece aloud to catch awkward phrasing and ensure a smooth, natural flow before finalizing.

Once that’s done, I forward it to the editors (if that is the process) or to the client.

This process ensures every piece I write is well-researched, SEO-friendly, and reader-focused.

How I Use AI in the Process

  • Summarizing research: AI helps condense long reports and articles into key takeaways.

  • Generating content ideas: I use AI to brainstorm unique angles and subtopics.

  • Refining phrasing: AI assists with rewording complex sentences for clarity and engagement.

  • Checking for gaps: AI tools highlight missing points compared to top-ranking content.

More on this in the next newsletter!

Before You Go...

✍️ Writing Tip of the Week

Remove filler words like "just," "very," "really," and "can that."

For example, instead of saying "can that help you improve," say "that helps improve."

Make it more direct and impactful!

TL;DR

I’ll see you next Tuesday!

Stay Fully Content,
Nikita