Category: General

General

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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General

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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General

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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General

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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General

How to leverage value from trade shows and conferences with B2B content

Outdoor pavilions at the UKREiiF property trade show in 2025

Trade shows and B2B conferences are expensive to attend, but there are ways to start leveraging the value in the weeks before by using content.

Here’s a content strategy and ideas for what to publish in the 5-6 weeks leading up to the event opening, and how it might help you once you are at the show.

Why create content in the run-up to a trade show or conference?

• Good content can position you or your team as experts and the people to talk to, opening the door to meetings. It can shift your position from simple attendee to authority.

• It can help get the conversation started before you go, and once there, it can give people an easy reference point when meeting up: “I read your LinkedIn piece on…”

• The algorithm rewards early movers, and you benefit from the rising tide of search and interest in the weeks before the event.

• If your LinkedIn profile pic is clear and up to date, pre-show activity on the platform can make you easily recognisable.

What content should you publish/post in the run-up to a trade show or conference?

Make sure your content is specific, and showing a bit of personality can help amplify its effect. Here are some content ideas for any trade show or conference:

Thought leadership series

Harness your expertise or that of your senior spokespeople and develop a series that creates a talking point, for example:

• Something that no one or not enough people are talking about.

• A contested issue or a different approach to solving an industry challenge.

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