“We want our content to have a bit more personality” is something I often hear from clients, but when they see copy that reflects the individual, it can make them nervous.
It reads as more conversational and less formal than the traditional B2B content you normally see.
The built environment sector I work in is frequently described as a people industry, yet you wouldn’t guess that from the content that is regularly published.
A lot of it sounds quite similar, as if following a particular rule book about how you write to sound professional and authoritative.
To reflect personality in your business content, that rule book needs to be ripped up. It will read a little differently, but it can help your target audience get to know you and the people in your business. It can make you more relatable and approachable.
And content that is a bit different is good in the noisy world of the internet and social media.
You don’t have to completely change how you write or sound like an Innocent smoothie advert. There are small, subtle ways to add a sprinkle of personality to your B2B content that will make a difference.
Whether you are writing your own content or writing it for someone in your business, here are four ways of adding personality:
1. Particular word choice
Start with choosing words and phrases you would use in a real conversation with a friend, family member or peer. If you would naturally say you were ‘chuffed’ or ‘over the moon’, write that.
If you are writing a piece for someone in your business, listen carefully to the words they use. I like to record content chats and get a transcript (Otter.ai is the tool I use).
Are there any particular words or phrases they use? How do they explain their viewpoint or describe something when chatting about it?
Use these in the copy so that it sounds authentic to them.
A simple example is someone who works in the healthcare sector using the word ‘poorly’ rather than ‘sick’ to describe patients using a facility.Continue reading “People in business: How to add personality to B2B content”