How to Use Powerful “How To” Articles to Attract Qualified B2B Buyers

Are you struggling to attract qualified B2B buyers to your content? 

You’re not alone. Many businesses find it challenging to create content that not only captures attention but also drives engagement and sales. 

This struggle often leads to missed opportunities and potential buyers slipping through the cracks. 

But what if there was a proven strategy to turn this around? 

Enter the power of well-crafted “How To” articles. These articles are more than just informative; they’re a magnet for qualified buyers when done right. 

In this blog post, we’ll delve into the problem-agitate-solution format to transform your content strategy. You’ll learn specific examples and actionable techniques to create articles that not only address your audience’s pain points but also offer clear, practical solutions. 

And if you want more tips on how to drive revenue for your company using the power of content marketing, drop your email in the box below and click Sign Me Up!

Let’s dive in. 

Never Underestimate the Power of Sharing Helpful Articles

They can have a significant impact on your marketing results.


Because using “How to” articles, is pull marketing, not push. 

B2B buyers are drawn to you, rather than you pushing your firm’s brochures and sales literature on them. 

And one of the best features of these articles is how they help you leverage your marketing and sales efforts. Instead of making sales calls and meeting with prospects one-on-one, your article reaches tens, hundreds or thousands of people.

Let’s Take an Example… 

I did some work a while ago with a company selling high-performance scientific imaging cameras, as well as microscopy and spectroscopy systems. 

I was asked to write a series of articles aimed at neuroscientists working in the field of optogenetics. 

One of the articles highlighted 7 key questions to ask when choosing imaging equipment for this type of research (almost like a mini special report or white paper). 

The article itself opened up with a quick introduction to the field of optogenetics:

Progress in technology, new scientific discoveries and even the birth of new fields are made possible, not only by the inquisitive minds of scientists, but also by the tools and technology at their disposal. 

But at the same time, research is often limited by this same technology.”

Notice that the article doesn’t start off by giving tons of boring technical info

Instead, it engages readers by introducing the bigger picture, and also by stating a problem. This motivates the prospect to read on by giving real-world implications of the technology in question. And it sets up the rest of the article, and effortlessly leads into the 7 questions. 

A final point: the article was advertised on

You can read the introduction paragraph. But because the article is gated, any potential customers need to submit their contact information before they can read the full piece. 

You should do this whenever possible, because collecting contact information in exchange for an article, report, white paper etc. allows you to keep in touch regularly and build your audience of scientific prospects.

Here’s Another Example…

I wrote an article promoting a company and their line of liquid analysers (used to analyze hydrocarbons in water). 

The article was just over 900 words long and talked about how toxic CHCs in water samples are extremely hazardous to human health. It also mentioned how governments are looking for fast and affordable ways of measuring water pollution levels. 

The article was all about how FTIR spectroscopy is the ideal tool for analyzing these pollution levels. It then went onto position the company as the ideal provider.  

Again, the article opens by stating a problem 

It then moves on and gives the ideal solution to that problem, along with presenting a case study. 

This is a version of what’s known in copywriting circles as the “motivating sequence”. It motivates your reader to continue down through the article, all the way to the end.

There’s also a call-the-action (CTA) at the end of this article 

Having a CTA at the end of every marketing piece you put out is ideal, because it invites your reader to take the next step, and move further along your sales cycle. Sadly, many scientific equipment manufacturers don’t include a CTA in any of their literature.

So How Do You Write Engaging ‘How to’ Articles?

The key to using ‘how to’ articles is to give your readers some genuinely useful ideas and tips that they can easily put into action. 

Just pick a common problem your ideal customers might have and explain how to solve that problem.  

For instance, a problem that some research scientists might have is choosing the right instrument for their specific needs. 

This is a legitimate concern, with so many options to choose from. 

And with all the information published every day, it can get overwhelming! 

So why not write an article on how to easily select the right instrument for a certain type of research? 

Use plain English – make it simple and easy to understand. And offer an easy next step for people to take if they’re interested in finding out more about your company and what you offer. 

Finally, don’t forget to repurpose your articles into other content formats. You’ll be able to leverage them and get them in front of far more people.

To Quickly Summarise…

Articles can help your marketing and sales efforts by attracting scientific customers to your solutions. 

And a well-written article can become a valuable marketing asset for months (even years) to come. But make sure you’re engaging your readers and helping them solve genuine problems. 

Your Next Step…

You can use articles as part of your next content calendar. Drop your email in the box below and you’ll get access to a free PDF showing you how to create a full content marketing calendar in 10 minutes using the power of AI.