The headline on your B2B content needs to grab attention and stop the scroll, but your opening line needs to keep the reader hooked and make them want to read on.
It is a powerful combination, but how do you write an intriguing intro to your article or thought leader?
Writing an intriguing opening line is a powerful tool. There are simple ways of creating intrigue, and you can also get quite creative.
Below are just four ideas to give you a flavour and hopefully inspire your content writing. I’ve made up some examples to illustrate – they are complete fiction, so don’t think of them as actual market commentary.
1. Use a question
Questions can be used in several different ways – lookout for a future blog post on this. But one simple technique is to focus your intro on a question that you subsequently answer in the article.
Framed correctly it gives the reader an indication of what the article will cover and asks a question they are keen to find the answer for.
In a competitive post-Covid office market, how do landlords ensure their vacant space attracts occupiers?
How do you land occupiers when the office market is competitive?
2. Challenge common perspectives (or misconceptions)
Presenting an idea which challenges commonly held perceptions or assumptions – or misconceptions can be a great way of intriguing readers.
It is something unexpected, and people want to know where there might be gaps in their knowledge.Continue reading “B2B content and the art of writing an intriguing opening line”