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Why you should park the ego when writing B2B content

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Photo by Kaitlyn Baker on Unsplash

B2B content writing is an exercise in parking the ego.

There’s a lot of talk about content that adds value but in order to add value, you need to focus on your target audience and what is valuable and interesting to them.

It’s not about putting yourself and business first but putting your audience – and the point of interest – first.

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How I got a portfolio career

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Photo by Kelly Sikkema on Unsplash

Last year when I was exploring what I wanted to do next in my career I met with a careers advisor who suggested a ‘portfolio career’ might be the direction to go.

I wasn’t entirely sure what a portfolio career was and how you approached getting one but looking back over the past 12 months of self-employment I now know.

It’s happened by stealth rather than design, people asking me if I can take on certain work.

My ‘portfolio’ of work to date covers a lot that is obvious but also many areas I hadn’t initially considered as a freelance:

• Content writing

• Copywriting

• Ideas generation/content strategy

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How to avoid writing fluffy content

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Photo by Evie S. on Unsplash

I got asked recently how you avoid writing fluffy content.

You know the sort of thing, a piece full of padding and little value.

I’m an advocate of quality over quantity so my instinct would be if you don’t have something interesting or of value to share then don’t waste your time.

Pressure to produce

But there is so much pressure on businesses to produce content now, particularly as regular content is good for SEO, so there may be occasions when you just have to produce something.

My first tip is to take a different approach. Is there a human story that could add weight, an experience to share or how someone felt?

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From my portfolio: Is extending PDR the answer to housing delivery?

By taking that decision-making role away from local authorities and politicians you could potentially create completely different places. Where will that lead us in terms of the placemaking local authorities are trying to bring forward through a plan making system?” Jacqueline Backhaus, Trowers & Hamlins

Is extending permitted development rights the answer to delivering more housing and regenerating high streets?

For Trowers & Hamlins Thinking Real Estate, I asked Jacqueline Backhaus and Rory Stracey about the pros and cons.

Read the full piece on Trowers website where you will also find pieces on Omni-use development, future cities and ethical investment.

A lesson in moderating panels

MIPIM waterfront

The first panel I moderated I was thrown in at the deep end, there was no training or coaching, it was just a case of taking a deep breath and muddling through as best I could.

Moderating was always seen as part of my job as a senior B2B journalist, not quite an expectation but something that was actively encouraged.

‘Performance journalism’ I called it – asking questions in front of an audience – but it wasn’t something I thought about or signed up for when considering the job.

That first panel was terrifying but I survived, learned a lot and continued to learn from subsequent sessions.

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