3 Key Strategies for Creating Better B2B Content

There is a misconception amongst some content marketers that applying too much of a formula for B2B content writing will remove authenticity and make the content boring. But, having a system is preferred.

Especially in B2B content writing, where search results are saturated with reiterated stats and generic, cookie-cutter advice, the clients need a B2B content strategy that offers something different and effective.

Key strategies that matter in B2B content writing -

The Voice & Tone:

It is essential to be fully immersed in the client’s voice and tone. In a nutshell, this means one needs to embrace the company’s personality and how they would approach a specific topic relevant to their industry. These questions should be asked:

• What’s the client’s personality in general?

• What’s their perspective on this topic?

• How should the tone shift according to the purpose of the piece?

Brands may have a well-established voice that needs to be honed and run with, or they may need to learn how they want to sound, and writers can try some things before finding a sweet spot. It is essential to end up with a picture of the company’s position on the topic, spoken clearly within the parameters of a distinct voice.

The Audience:

It’s essential for the audience to feel that the content is meant for them and solve their problems. It will be helpful to ask the following:

• Who is the audience as a whole?

• What is the target group?

• Does the target audience have the industry knowledge and know how to adjust the language?

For instance, when researching a particular info, the person may search for content and have to pass it to C-level decision-makers who have the final say—keeping this in mind, understanding the needs of various readers, and providing the right resources is the key.

The Angle:

The reason to create a piece of content should be something other than because it is in trend. Content, just for the sake of writing, is a waste of time. Instead, deciding what unique, different, or essential ideas can be shared will help create good content. When unsure of the unique angle of the topic, one can check these points:

• What must the reader know about this topic?

• What part of this topic hasn’t been described well by anyone else?

• What is generally mistaken about this topic?

Following these points can help one build better content that resonates with the audience and helps in generating leads.

Also read - Harnessing the Power of an Impeccable Triad – Research, Content, and Communities