Best B2B Content Writing Strategies
In any marketing industry, content writing is critical to having a successful website, campaign and company overall. This is especially true in the B2B industry. Whether or not your organization has quality content can either make or break your business. This is why you need effective content that will not only communicate your message but will also grab your readers’ attention. Below are three of the best B2B content writing strategies.
Tell a Story
How can telling a story improve your B2B content writing?
Everyone’s default communication method is to tell a story. However, when it comes to marketing, we tend to forget this critical point. In order to best relate to our target audience, we need to use a narrative structure for our content, and B2B is no exception to this rule.
Now, it may be strange to think about storytelling in B2B content writing. However, this can be easily structured. First, you need to figure out the theme of your story, or in marketing terms, the goal of the content and call to action. Ask yourself questions such as, “What do I want my readers to get out of my content?” and “What action do I want readers to take after reading?”. By answering these questions, you will discover the main message of your content.
Next, you should plan out the plot of your story. Consider the characters, point of contention and resolution. It is extremely likely that you will not have the typical storybook characters or even anything resembling that. That’s okay! Your characters can be the term you are defining or a product you are explaining how to use. The point of contention could be that your audience doesn’t know the term or how to use the machine and then your resolution is providing them with the proper answer.
Just by thinking as your content through the lens of a story will help improve your written voice, tone and content overall.
Be Creative and Concise
How can you effectively be creative and concise in your B2B content writing?
While creativity and conciseness may not seem to fit well together, they are the dynamic duo that will take your B2B content writing to the next level. The last thing you want is for content that you’ve spent a long time crafting to come out sounding exactly like the rest of the industry. Now, I’m not saying to make up content or exaggerate, however, you should think outside the box. Consider how you can add to the conversation instead of merely regurgitating it.
Now, here comes the tricky part. Writing concisely is one of the most difficult aspects of writing, especially when you are trying to get those creative juices flowing. However, this is not a step you can skip, especially as in B2B you are targeting other busy business owners who do not have time to waste on wordy content. You can get to the point in a few words while also adding to the conversation. It may seem difficult at first, but with practice, it will soon come naturally.
Make an Impression
Why does your B2B content writing need to make a lasting impression?
If your content does not make any kind of impression, what was the point? This sentiment is echoed in ZenMedia’s article, “How to Write Crazy Successful B2B Marketing Content.” In its article, ZenMedia discusses how your content should be easy to remember and recommends using humor to facilitate this. Now, this does not mean you should be cracking a joke every few sentences. However, you should take time to see what kind of personality you can show through your content. Maybe you want to highlight a witty personality or more professional one. The main goal here is to make your content stand out while also staying true to your brand.
While content writing for B2B can be challenging, it can also be fun! By telling a story, being creative and concise and working to make a lasting impression, you can boost your B2B content writing strategies.
Interested in learning more about the best B2B content writing strategies? RedMoxy’s team is here to help! Connect with us today to learn more.