B2B content writing is an exercise in parking the ego.
There’s a lot of talk about content that adds value but in order to add value, you need to focus on your target audience and what is valuable and interesting to them.
It’s not about putting yourself and business first but putting your audience – and the point of interest – first.
Answering ‘what’s in it for me?’ for the audience is a key tool in copywriting but it is also an important benchmark for content writing.
When the pressure is on to produce content it is easy to forget who you are writing for in the process of delivering but taking the time to pause and reflect can add a crucial edge.