Some industries are given a stacked deck when it comes to content writing. An article about the cutting edge magic of AI is likely to captivate a broad audience compared to an article on cleaning tiles.
For those of us with one hand tied behind our backs – how can you engage your audience and write compelling B2B content that elicits interest and inspires action?
Dazzle the Reader
Whilst the delights of Tuscany are intriguing, business telephone can be too for someone who needs it. Regardless of the industry or topic – B2B content writing pulls it all together. From your direct marketing campaigns to the subtitles on your vlog, content is the magic attribute.
There is a formula for turning a ‘boring’ topic into an engaging, thought-provoking article:
1. Boring isn’t boring
The average person may not be enthused by a blog on cybercrime, but for a company just fined for an avoidable data breach it will be far from boring. Helpful, interesting material, backed up with relevant examples and facts keeps your audience on the hook.
2. Tell a story
Emotional marketing is literally arousing and stirs feeling. For example, Nike’s 30th anniversary ‘Just Do It’ campaign challenged sexism in sports and was massively debated. It is a social issue that many women face, most people hold an opinion on and was viewed by over 9 million people on YouTube. The ad had the shock effect. Clever marketing indeed, but also relevant, thought-provoking and emotional.
3. Write with purpose
On top of being helpful and stirring feelings is your ‘angle’. Writing with purpose, or an angle is the difference between generic content and content that packs a punch. You will understand your angle and how you can truly help your audience through meticulous research. Look at a customers’ value proposition, industry, competition, audience and objectives – then research the hell out of them. If you don’t understand the niche value or the customer’s potential pain points you cannot tickle these needs throughout the copy and write with purpose.
4. Be relatable
Being relatable means avoiding industry jargon, or it can mean purposefully speaking in industry jargon, which is where that all-important research comes in. Your audience may be incredibly well versed on the topic or have little to no knowledge. Hyperlink in order to explain salient points, provide further reading and boost SEO. Use relatable analogies and engage the audience in ways that they will relate to. A blog entitled, “Science Explained” sounds quite vague, like a substantial reading commitment and not hugely arousing. A blog entitled, “Could Earth Survive Falling into a Blackhole?” is more likely to stir feeling and prompt further reading.
5. Hire a content writer
Anyone can write. Most of us learnt that skill as children. But those who bravely tackle their content with little or no skill run the risk of repetitive, stagnant babble that is not read. Someone needs to put their time, effort, creativity and know-how into writing your B2B content. You could pull someone off your marketing team, but this detracts from other tasks and is not their expertise. Hiring a content writer to produce engaging, fresh, regular content is a skill like any other and with your company reputation on the line – worth every penny.
We are B2B marketing specialists. We enable ambitious businesses to identify their target audience, connect and engage interest. Using integrated digital techniques combined with traditional approaches we deliver exceptional results across a broad range of sectors.
If you need inspired, regular B2B content please get in touch with us.