Content marketing can be hugely effective, but with so much content vying for peoples attention, how do you get your carefully crafted words noticed?
There is a misconception that B2B content must be written and presented in a certain way.
If you step away from the preconceived ideas and take a different path, there are lots of ways you can easily make your content stand out from the crowd – and more readable.
Here are 9 ideas to get you started:
1. Write a cracking headline
Your headline needs to tell people what the piece is about and intrigue them, so they want to find out more. People don’t click through to read out of charity or mild curiosity, so your headline has to be something they think might be interesting, useful or entertaining.
2. Tell stories
People love stories, it’s human. Writing in a way that tells a story, that takes readers on a journey or evokes the mood or setting can be a compelling way to present information.
3. Use quotes
A pithy quote can grab attention, particularly if it is a view that seems initially incongruous to popular opinion. Use in a headline or as an opener for the piece.
4. Talk about the process
So much B2B content is focused on the end result of your work, but there is great value in talking about how you got there, decisions made, problems solved, lessons learned.
5. Use numbers
Numbers can be a powerful tool for telling a story simply and powerfully – but don’t overload. Using a stat in a headline can also be really effective.
6. Show some personality
Being human in your content will help you stand out. Draw on personal experiences and show some feeling – ‘delighted’ is the exception. Showing some personality helps people get to know you and gives them something they can potentially relate to.
7. Write as you talk
Avoid corporate-speak, those words and phrases you’d never use if you were talking to someone face to face. For example, would you say ‘utilise’ or ‘use’
8. Encourage comments
If people comment on your content, social media platforms see it as a vote of confidence, and it will be shown to more people. So write in a way that encourages people to engage.
9. Use more than words
Think about pictures, graphics, slide shows, video and audio. There are many different types of content, so mix it up and use the best tools for the information or story you want to get across.
What is your top tip for making your content stand out?