9 ways to make your B2B content stand out

Content marketing can be hugely effective but with so much content vying for peoples attention how do you get your carefully crafted words noticed?

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There is a misconception that B2B content has to 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. Make sure your headline is firing on all cylinders

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 can be a really 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.

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PR tips: How to respond to big public sector announcements

Twice a year, the UK Government announces its tax and spending plans in a budget and subsequently, there is a race among those in the property sector to get their response comments in the news.

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It’s understandable. A pithy analysis or reaction to the business news topic of the moment can be great PR.

And there will be a few notable announcements that will be dates in the diary.

The effort to get coveted space on news websites and publications starts before the budget has even been announced.

Emails offering people up for interviews will begin pinging into journalists’ inboxes in the days leading up to the actual event.

Then in the hours and days afterwards emails with statements and opinions will flood in.

With so much choice of comment there are three key things a journalist is going to look for.

1. A high profile name

CEOs and managing directors of big well-known property companies are a draw.

It’s like having a celebrity name to open a school fete, a Hollywood A-lister is always going to get a bigger crowd than someone who came sixth on a reality TV show. Harsh but true.

2. Speed of delivery

If you aren’t out of the traps the moment they open the gates then there is a strong chance you’ll miss your chance.

Websites can be updated within minutes so speed is the name of the game.

A long and complex approval process isn’t going to do you any favours in this instance.

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Why you should target your press release

Journalists receive a lot of press releases and a lot get deleted without being read because they just don’t have time for them.

Targeting your press release to specific journalists, publications and websites can give it a better chance of being read. Here’s why.

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When I give generic examples of good and bad ways to approach writing press releases, I pick on window box makers.

It’s not just a lame attempt at humour but a reminder of a past experience.

When I was a journalist at commercial property magazine EG, I was sent press releases from a company which made window boxes for houses.

Pictures of bright coloured blooms sprouting from boxes hanging from windows on pretty little cottages. You know the type of thing.

Irrelevant story

If the PR had ever taken the time to pick up a copy of EG they’d know that a story about window boxes wasn’t ever going to make it into print.

The magazine was aimed at those working in commercial property – developers and investors.

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Are you marketing your content effectively?

Creating regular content whether it is thought leaders, blog posts, client newsletters, videos or podcasts takes time but sometimes how that content finds its audience can get overlooked.

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All the value and hard work get lost because the content isn’t presented in a way that entices people to read, watch or listen.

There are different avenues for putting content in front of people such as email lists and social media and you shouldn’t just rely on one.

However, you can lead a horse to water but you can’t make it drink.

It is not enough to just tell people you’ve written something or got a new podcast episode, you’ve got to give them a reason to invest time in consuming that content.

You need to intrigue and tell them what value it has to them.

And there are lots of different ways of doing that.

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How to get off to a good start with your press release

Press releases aren’t going to get your name in the press unless they get off to a good start. And that means writing them without ego.

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It seems counterintuitive to say that a press release isn’t about your business but it isn’t. Not really.

A press release is about telling a story that is interesting to the readers of the journalist you are pitching to.

The fact that your company is involved in that story, is a billy bonus.

Which means your release needs to get off to the right start.

Get to the story

Journalists are busy. They get a lot of press releases. They want to know what the story is as quickly as possible.

They don’t want to wade through long descriptions of your business and mostly unqualified marketing rhetoric about how important you are.

That’s background information, it’s the actual story which is important to the journalist so they can decide whether it is of interest to their readers and therefore worth pursuing.

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