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 frequently 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 compelling and read-worthy B2B content, we have created a simple checklist.
Here are 8 hacks to write B2B content that your audience would actually read.
The first step towards writing or creating any B2B content is understanding 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.
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.
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 your customers' shoes and create in-depth content that answers most of their problems about a specific topic.
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 share the process behind how someone can be active on social media or how to create and share content on social media consistently.
Also, creating in-depth pieces can help you rank higher on the search engine results page.
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 and the source makes your pieces more trustworthy for your audience and helps prove your point.
Though this point is optional, it can help you 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 get more reach.
But if you want to quote experts in your write-ups, make sure you find the experts related to the industry your write-up is related to.
You need your content to reach the right set of audiences, and that's why SEO is essential. 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 and users to get organic traffic.
Some of the basic on-page SEO techniques are:
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 cause readers to 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.
In 2020, 67% of the B2B marketers were creating infographics. Do you know why?
Because infographics make the content more memorable, the chances of infographics being 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.
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 essential 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.
Charu Mitra Dubey is a content creating and marketing expert for B2B and SaaS companies. Other than content marketing, she also helps startups and individuals to boost brand awareness and build an audience on LinkedIn. She has been featured on several websites including Entrepreneur, GoDaddy Garage, and Hackernoon. In 2019, she was awarded as one of the 50 most influential content marketing professionals in India by World Marketing Congress.