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From start to pitching: 7 B2B content creation and distribution tips

Woman with glasses typing on laptop at wooden desk surrounded by plants and warm decor

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.

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Why you should humanise B2B content

Humanoid robot named Atlas standing next to a woman smiling on a pedestrian city street
There are many advantages to having human-sounding content. AI-generated image.

One of the biggest compliments made to me about the content I put out, particularly on LinkedIn, is that my writing sounds like me.

It means when people meet me in person, they are getting the me that is familiar to the one they know online, not someone who sounds different.

There are also good business reasons for writing content that sounds human. Here are some of the benefits:

Content differentiation

In the age of AI, everyone has access to the same speed-writing tools, which raises the baseline of generic content.

It means that content which is authentic, personality-driven and includes lived experience becomes an even more valuable point of difference.

In the property industry, many services offered are the same, so voice becomes part of the product.

Content needs to be worth reading, not just well written.

Builds trust

Content that feels like it comes from a real person, rather than straight off an LLM prompt and has real experiences and viewpoints rather than being generic, is more believable.

Bland corporate-speak can feel like it’s hiding something.

More memorable content

Stories and individual voices are easier to remember. Content with personality will more likely stick in the reader’s mind.

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Improve B2B storytelling: Find the tension in the story

Two businesspeople in suits confronting each other with data graphics and tension crack between them. Image is styled as a move poster with the title: Finding Tension in B2B stories.
AI-generated image

To find a good angle and hook for a B2B story you are writing, look for tension.

Tension is a big part of why readers click to read a story or article or continue reading. It creates an open question that readers want an answer to.

Storytelling in all good films and novels has a central tension. Here are three examples and how they hook people in:

1. A hero/heroine is facing seemingly insurmountable odds.

The tension works because we want to find out if and how they overcome those odds.

2. The personal journey, which sees a character undergo a change of heart or direction.

We can see how a particular behaviour or view is getting in the way, but the tension is in whether they will change and what might change them?

3. The rags to riches or riches to rags to riches again.

The tension here is whether they will make it or recover, and how will they do that?

Tension in B2B examples

B2B writing, such as thought leadership, case studies or press releases, is no different; it can be elevated with an open question that keeps people reading.

Here is how some of those fictional tensions could translate into a B2B piece:

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Techniques for humanising B2B content

A human looking robot with a gentle smiling face

B2B content has a tendency to lean towards corporate rather than human. But showing a human side not only helps you stand out, it is also important for building trust and connection with existing and potential clients.

Forging relationships through content, helping people get to know the individuals behind a business, can open doors.

This BBC News story about a woman from a working-class background overcoming barriers to become a barrister is a great example of human storytelling and I wanted to show how the techniques it uses can be applied to B2B content.

Leads with transformation, not credentials

The article opens with the impact of the woman’s story (a viral video, overwhelming responses) before explaining who she is.

B2B content often starts with the company or product. What you can do instead is open with the moment something changed – a result, a reaction, a turning point – then work backwards.

This helps create an intriguing and relatable hook.

Quotes do the emotional heavy lifting

The journalist doesn’t write “she had a difficult childhood” but uses a quote to paint a picture: “I had to step up and do the jobs that my mum couldn’t do, everything you can imagine that a six-week-old baby needs.”

It’s vivid and evocative. 

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Writing for conversation: A different approach to LinkedIn content

Two women in business attire talking and holding drinks at a conference networking event
Create content that is a conversation starter, think networking rather than broadcast. (AI-generated image)

Writing readable LinkedIn content is, of course, important, but writing to encourage engagement or action on your LinkedIn post is an increasingly important strategy.

LinkedIn wants genuine and meaningful interaction with content. It’s not merely about broadcasting anymore; it’s about conversation and value.

The platform increasingly seems to reward posts that get people talking and valuable content that people want to save, share and send to others.

So how can you write to encourage engagement that goes beyond a simple ‘like’?

First of all, think of it as striking up a conversation with your peers and potential clients as you would at a networking event.

💡 Comment on other people’s posts. Aside from being great for visibility, showing goodwill and a willingness to have a conversation is more likely to be reciprocated.

💡 Don’t just share company news, share a view or observation about something happening in your industry.

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