A B2B content strategy can build brand visibility, but what does the tone and style of your content say about your brand?Â
Is it a conversation starter? Is it relatable? Does it make you approachable?
Business is forged on connections, and content can be the start of a relationship with a potential client, customer or collaborator.
There is a misconception that ‘sounding professional’ means stripping out the human and personality and making content sound a certain way (corporate).
However, the tone of content contributes to how a brand is perceived; being easy to read, approachable, and relatable is simply more engaging.
Content that sounds like it’s written by a human for another human is still professional.
Here are some ways to make your content sound less corporate and more approachable:
1. Jargon and technical language
Never assume people understand technical language and jargon; you don’t want to alienate readers because they don’t understand what you mean.
You don’t want your content to be a slog; what impression does that leave? At its worst, jargon can come across as intimidating, arrogant or a cover for something.
Clear and easy to understand is more engaging and cleverer.
2. Conversational language
Don’t substitute everyday words for something fancier: Facilitate/help, commence/start, utilise/use, etc. Use the terminology your audience uses (that’s what they will use in Google searches).Â
If it’s not a word you would use in a face-to-face conversation with a client, don’t use it in your content.
The aim is to connect; mirroring how your audience speaks will help.
3. Relatable analogiesÂ
Not everything we do in B2B is exciting and glamorous; you may need to talk about something very technical or potentially dry.
One way to make it engaging is to use an everyday analogy to explain it. Something familiar and simple.
I’ve likened wi-fi hackers to car thieves who develop more sophisticated techniques to overcome new car security measures to explain the need to continually review IT security.
The target audience was more likely to understand the evolution of car locks and alarms than software systems.
It also meant I could have fun with the headline.
4. Common cultural references
Similar to analogies, references to pop culture or a well-known event can help make an intriguing hook and explain a point in a relatable way.
It shows you understand the landscape outside your business. It also helps to inject personality, colour and point of difference to copy.
Make sure to use common and easy-to-understand references; you want to include people, not leave them baffled.
5. Show you understand
Create content focused on your client and customer needs, not just what you want to talk about. That could be helping them solve a problem or learn something.
There is going to be a wealth of topics that come from common questions. Content can highlight more effective approaches to problems, smash misconceptions, and show how to avoid mistakes and overcome challenges.
It shows that you listen and understand, you are empathetic – as well as demonstrating you have the knowledge and expertise to help.
6. Conversation starters
When you post on social media, particularly LinkedIn, treat it like the start of a conversation. If someone has taken the time to comment on a post: reply.
Not responding to comments can make people feel ignored. Posting and ghosting can appear rude or arrogant, which isn’t a good brand look.
Replying to comments and being open to a conversation helps break down barriers and makes you approachable.
If you get a lot of comments, reply to at least some of them.
How do you make your content approachable?
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