This is something I get asked about a lot: How do I keep my B2B writing focused and to the point.
There is a temptation to cover a lot of ground in articles and stories, particularly when it’s a big topic. Sustainability is the one I find hardest to keep succinct.
It can be difficult seeing the wood for the trees when you have a lot of information to work with and so much seems relevant.
Writing for print can be easier because you have to keep to specific word counts, but most content is online these days, so word counts are far more flexible.
In my early years as a magazine features writer, I quickly learnt how to hone in on what is critical for the article. We were time-poor, and overwriting, then editing down just wasn’t an efficient way of working.
Going a little bit over was fine as it was easy to cut words tightening up the copy in the edit. But having to cut out huge chunks to make it fit the page just made the writing process more time-consuming.
There would inevitably be far more information than I could include in a feature, so I learned to plan out my features and keep it focused.
Carefully plan your article
Spending time planning before you put your fingers on the keyboard makes writing much quicker and can stop you from getting overwhelmed by too much information – or sidetracked. Here’s what you can do.
List of the main points you want to make. If that list is getting long, then think about how you can trim it down or break it up into more manageable chunks.
Remember, stuff you dump from this piece can be content topics for another day, so don’t bin it completely.Continue reading “And another thing…How to keep B2B writing focused”