I’ve delved into the archive for the first of two summer ‘best ofs’. So, here are some of my top tips focused on B2B content creation, pitching and content distribution.
1. Getting the right content information: Frame questions to extract a range of detail
When interviewing clients or experts to gather information for a piece of content, move beyond purely technical or factual questions.
Ask open-ended questions that draw out personal stories, anecdotes, and human elements so that when you come to write up, you can make the content memorable and authentic.
Read more about why you should humanise your content here.
2. Use dictation tools to overcome writer’s block
If you write your own content and struggle to get thoughts out of your head and onto screen, use the dictation function on apps like Notes, Otter, or in Microsoft Word.
Sharing what’s on your mind for just a couple of minutes can generate a 200–300-word transcript, which gives you text to edit rather than a blank page.
It’s also a good way of capturing content ideas when they pop into your head. (I often get ideas when I’m out walking.)
3. Create content that encourages genuine conversation and engagement
LinkedIn favours content with meaningful interaction over simple ‘broadcasting’ so create posts to spark a conversation.
For example, take a stance on a topic or have even a mild opinion that people will want to comment on or share a personal experience that others may find relatable.
Interaction isn’t just a comment or like; create value in your LinkedIn posts that readers want to save, share, or send to others.
Read more about writing for conversation here.
4. Align B2B content pitches with the journalist’s goals
Got an idea you want to pitch as a comment piece to a publication? Before you hit send on the email, check whether your idea is relevant to the publication’s core readership.
An editor wants content that drives clicks or satisfies subscribers. If your pitch is a topic that isn’t relevant to the readership or is thinly veiled marketing, it’s unlikely to land.
Your idea needs to serve the publication’s readership first and foremost.
5 Use clear, descriptive subheads for SEO and readability
Subheads are important for breaking up text and helping readers navigate your content.
For good SEO, use HTML subheads rather than just making the text bold.
Make subheads clear and keyword-focused rather than cryptic or clever: For example, ‘Rents rise as supply falls short’ rather than ‘When the cupboard is bare’.
Subheads should also make sense out of context to help those who are skim-reading – which a lot of people do.
6. Establish authentic B2B thought leadership with a clear point of view
True thought leadership means sharing original insights, expertise, and specific perspectives on industry challenges.
It must provoke thinking or educate without simply being a soft product sell.
To establish subject matter experts in your team or yourself as thought leaders requires regular, consistent commentary. One piece does not a thought leader make.
Beware of relying on AI to create thought leadership. It’s not original; readers will see through it, and it can damage your reputation, particularly if you are pitching your piece to a publication.
7. Have a content distribution and repurposing strategy
Creating content takes time, so have a distribution and repurposing plan to make the most of it.
Share content in different places and repeat. Not everyone will see it the first time around.
And you don’t always need to start every piece of content from scratch.
Chop up longer pieces of content into smaller chunks, reformat content for different media (eg, video/audio to text). Take a topic you’ve already covered and rework it from a slightly different angle.
Update content when something changes and redistribute.
This list of top tips is a case in point. It is repurposed and re-angled from my content archive.
What’s your best content tip?
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