Stop Writing Boring B2B Content And Do This Instead


Kieron AllenJournalist

Friday, May 28, 2021

While B2B content tends to be more serious, that doesn’t mean it has to be boring. Here are five ways you can make it more fun, interesting and engaging.

Article 4 Minutes
Stop Writing Boring B2B Content And Do This Instead

Let's face it - as much as you love your business, the probability is others aren't going to be quite as enthusiastic about it - no matter how awesome it is. So when you're preparing B2B content, try and inject a little fun into the copy.

Sure, the sales figures, predicted growth stats and customer success stories are important, and sharing your achievements will make you stand out. However, if you stick with the same format that 90% of every other business on the planet has been working with for decades, you could well be touting your message to deaf ears.

Yes, your audience might be a serious crowd, but even the hardiest CEO likes to smile every now and then. B2B content doesn't have to be boring; it can be fun and engaging. Here are five ways you can achieve this:

1. Get to know your reader

It might not sound like the most obvious way to make your content more digestible, but getting to know your audience will give you a lot more knowledge of the boundaries you’re working within. Once you can identify who you're writing for, you can target your copy to suit.

In practice, this means you can take advantage of industry buzz words, in-jokes and well-known examples of business successes or failures. When you start talking directly to your readers, you can be more personable and less robotic.

2. Being human isn't unprofessional

A great copywriter will be able to balance confidence, accuracy and authority with personality. It's easy to think that using a more casual tone will translate into unprofessionally, but this is wrong.

Think about why your reader is engaging with your content in the first place - they’re interested in your product. They aren't looking for a research paper, they want to learn more and they want you to tell them about it, naturally and in a way they understand.

3. Get to the point

Get to your point as quickly and cleverly as you can - that's a tried and tested method to B2B copywriting. Essentially, you start with a problem and then lay out the ingenious ways your company can address it.

The trick is not to linger on complex issues for too long. Make it impactful and find the most impressive statistics you can - you know, the kind of numbers that make you go 'Wow! I didn't know the problem was that big!'

Keeping your sentences and paragraphs short and distinct will help you to convey your message more powerfully and in a way that engages your audience, encouraging them to continue reading.

4. Use interesting examples

Of course, real-world stats are important - they show you've done your research and that the problem you convey exists. However, if you want to make a point in a more fun way, come up with your own scenarios.

Let your imagination run wild and think of a use case for your product that will capture your reader's attention. Try to take your audience on a journey and tell a story.

For example, imagine you’re promoting a SaaS product that helps remote teams to keep in touch. You could set the scene with one user on a Caribbean island working collaboratively with another on a flight to the Arctic!

5.  Don't be afraid to discuss the competition

Everybody likes a bit of friendly competition, it's human nature. Of course, there are boundaries you shouldn't cross - it's never good to slam your competitors. However, your readers will want to know why you're the best.

Nobody wants to read a piece of B2B copy that talks relentlessly about user benefits without saying why they make a difference. You need to say why your product is better than everybody else's, but you need to do it with finesse.

For example, you could phrase it something like this: 'Sure, company A can do XYZ? But can they do UVW? No, they can't—but we can.' Don't be afraid to celebrate the things that make your product or platform stand out.

It's easy to write a standard piece of B2B content that explains, in detail, what your company does and why it matters, but that won't cut it. Today's sales landscape is wilder and more competitive than ever before, and if you want to stand out with your marketing material, there's one key point to remember - keep them reading.

Access the latest business knowledge in Marketing

Get Access

Kieron Allen


Kieron Allen is an established science, tech, and SEO journalist with more than a decade of experience writing for both digital and analogue publications. When he isn't writing, Kieron can be found exploring the Mediterranean coast by land and sea and trying his luck with the latest crypto trends.


Join the conversation...