A B2B content strategy can build brand visibility, but what does the tone and style of your content say about your brand?
Is it a conversation starter? Is it relatable? Does it make you approachable?
Business is forged on connections, and content can be the start of a relationship with a potential client, customer or collaborator.
There is a misconception that ‘sounding professional’ means stripping out the human and personality and making content sound a certain way (corporate).
However, the tone of content contributes to how a brand is perceived; being easy to read, approachable, and relatable is simply more engaging.
Content that sounds like it’s written by a human for another human is still professional.
Here are some ways to make your content sound less corporate and more approachable:
1. Jargon and technical language
Never assume people understand technical language and jargon; you don’t want to alienate readers because they don’t understand what you mean.
You don’t want your content to be a slog; what impression does that leave? At its worst, jargon can come across as intimidating, arrogant or a cover for something.
Clear and easy to understand is more engaging and cleverer.
2. Conversational language
Don’t substitute everyday words for something fancier: Facilitate/help, commence/start, utilise/use, etc. Use the terminology your audience uses (that’s what they will use in Google searches).Continue reading “6 tips for creating B2B content which connects and engages”