How To Write B2B Content That Your Audience Would Actually Read
By: Charu Mitra Dubey
Tags: Writing, Content Writing, Writing Tips, B2b Marketing, B2b Content Marketing

Here’s a common say about B2B content: it’s boring!

And that’s why people generally refrain from reading most of the B2B content out there.

But as a B2B marketer or writer, you constantly need to come up with content that is attractive, engaging, and converting.

And to create such content, you must have to voyage through a lot of research before writing the wrapping-up part. You need to transform complex B2B content into something more absorbable.

To help you create effective and read-worthy B2B content, we have created a simple checklist.

How To Write B2B Content That Your Audience Would Actually Read

Research Your Audience

The first step towards writing or creating any type of B2B content is to understand their frustrations, pains, and desires. You’re writing for them and if they don’t find it interesting or valuable enough, there would be no attraction or engagement and hence no conversion.

Start with a Buyer Persona.

A buyer persona is the fictional representation of your ideal customers. The more you know about your ideal customer the better solutions you’ll be able to provide them with better solutions through your content.

Talk To Your Readers

If you think writing in the third person makes your content look more professional and leaves a good impression on your audience, you’re highly mistaken. That’s the primary reason why people consider B2B content as boring content.

Your audience is humans and the best way to connect with humans is by talking to them. Talk to your audience through your content and show that they aren’t talking to some brand or company but with real humans.

Use YOU wherever possible.

Don’t Just Tell But Show

Your readers want to know about something and that’s why they have come to your website and now if you don’t deliver a good experience, they might never come back.

Put yourself in the shoes of your customers and create in-depth content that answers most of their problems about a specific topic.

So instead of advising them in a single sentence, break it down and explain the process as much as possible.

For example, don’t tell them to be active on social media but also share the process behind how someone can be active on social media or how to consistently create and share content on social media.

Also, creating in-depth pieces can help you rank higher on the search engine results page.

Use Data in Your Content

When creating content for B2B, authenticity matters a lot, and if you want your pieces to look authentic to your audience, adding data can do a good job.

Data and figures help to attract instant attention.

For example, writing “this single strategy helped me earn $10,000 in a year” sounds way better than “this single strategy helped me earn a lot of money in a year”. And the only difference here is mentioning a figure.

Moreover, adding stats along with the original source makes your pieces more trustworthy for your audience and helps to prove your point.

Seek Advice From Experts and Mention in The Write-Ups

Though this point is optional, it can help you to write pieces that are more valuable than the normal ones.

The experts are experts for a reason and they have their own set of experiences and tips that can’t be found on Google. When you seek advice from them and quote them in your write-ups you add something more valuable than most of the other related write-ups out there.

Furthermore, the experts might share the piece with their own social media tribe which helps in getting more reach.

But if you want to quote experts in your write-ups, make sure you find the experts who are related to the industry your write-up is related to.

Search Optimize The Content

You need your content to reach the right set of audiences and that’s why SEO is important. No matter if you’re into B2B or B2C, optimizing it for search engines is a must.

In a nutshell, on-page SEO is the practice of optimizing your content for search engines as well as users to get organic traffic.

Some of the basic on-page SEO techniques are-

Use your target keyword in the first 100 words.

Write your blog post title in an H1 tag.

Use the right volume of keywords.

Use outbound links.

Add internal links.

Optimize your URL.

Optimizing images.

Don’t Use Too Many Jargons

B2B writers often make the mistake of adding too many jargons. However, you need to write in such a way that even a newbie would understand what exactly you’re trying to convey.

Try to make the piece easy to read and understand. Using too many jargons can make the piece look dull and can also make readers instantly exit if they had to search for the meanings on other pages.

The easiest way to do it is by using the Hemmingway app at least until you get in the habit of writing such pieces.

Use Infographics Wherever Possible

In 2020, 67% of the B2B marketers are creating infographics. Do you know why?

Because infographics make the content more memorable. Moreover, the chances of infographics getting shared are more than plain-text content.

So when you write content for B2B, adding infographics can help your audience to understand better and makes the process of remembering the key points easier.

However, always backup your infographic with a few lines about the details shared in the infographic.

Conclusion-

So these were the tips that you should consider while writing content for B2B if you don’t want to bore your readers. One pro tip other than these basic tips is to use some pun in your content, maybe in the form of text or a meme. After all, if you succeed in making a reader smile, you boost the chances of them liking and remembering your content. And that’s how you convert your readers into leads and then customers.