Quick B2B content tip: Write for your target audience

My first quick content tip for 2026 is a reminder: Write for your target audience.

A trip to the Gingerbread City exhibition over Christmas was an example of missing an opportunity by not tailoring the copy for the people who would potentially be reading it.

Gingerbread City is an annual event held by the Museum of Architecture. Architects and engineers are invited to build models out of gingerbread, biscuits and sweets that reflect a particular theme.

This year the theme was play and each model was accompanied by a description and the name of the architect/engineer who created it.

Copy not written with the audience in mind

But in reading a few of the descriptions, it was clear that they weren’t really written for the people visiting the exhibition.

The space was packed with families (500 people were expected the day I went), and yet the language, tone and content of the copy appeared to be aimed at other architects.

The result? Few people were paying attention to the descriptions.

If this content were written for the people in the room, it could be fun as well as informative.

It was a missed opportunity to tell playful stories about things like the amount of sugar, biscuits and sweets used in creating the model – and how much was eaten during the process of construction.

They could be interesting to kids and their parents alike, making them part of the fun of the exhibition.

Opportunity for visibility missed

The description is where the names of the architects and engineers appear, so it’s the only place to highlight the business that made a particular gingerbread model.

OK, so it’s not a typical business promo setting, but it’s still an opportunity to build a positive brand association with the adult visitors.

After all, you never know who is in the room.

Content you put out into the world digitally doesn’t have a captive audience like the 500 people visiting Gingerbread City, which makes targeting your writing appropriately all the more important.

Make your content feel like it is for the people in the room you want to engage – your target audience – by using their language, matching their tone, and most importantly, talking about what is interesting and relevant to them.

(BTW, the Gingerbread City exhibition is brilliant and well worth a visit if you are in London in December.)

Are you a business in the built environment sector looking for hands-on help with your B2B content strategy and ideas? Or perhaps you want an expert, audience-focused writer to help turn your ideas into engaging thought leadership? Get in touch about my content review and writing services.

Related posts:

Audience engagement lessons from lemons

How to make boring B2B content more interesting

B2B content lessons from the theatre

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