The benefits of putting personality into B2B content

‘I don’t think sounding authentically you is the exclusive preserve of social media.

When I’m writing and commenting on social media, Grammarly grumbles at my word choice. Or rather, it points out that I overuse words such as ‘great’, ‘brilliant’, ‘really’ and ‘excellent’.

Make your writing sound human. Photo by Alex Knight on Unsplash

But when I am writing as myself, rather than for a client, those words are me. They are words I say—a lot.

I see social media as a conversational platform. It’s not a report or a brochure; it’s me talking to my connections, so I use the same words I’d use in a conversation.

They reflect who I am. Why hide my personality?

But I don’t think sounding authentically you is the exclusive preserve of social media.

Think of it another way. If you go to a networking event, how do you talk to people?

Do you talk in a manner that makes you sound like a PowerPoint presentation? I doubt it.

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Creating meaningful B2B content around ‘awareness’ days

All through the year, there are awareness days/months – Fairtrade Fortnight, Stress Awareness Month etc which offer an opportunity to publish related content.

Photo by Glenn Carstens-Peters on Unsplash

But it’s important to make sure that what you publish is meaningful and genuine. Your audience will see through content that is a tick box exercise or jumping on the bandwagon.

And, you risk opening your business up to extra scrutiny if you don’t put out content that is authentic and has integrity.

Take International Women’s Day which is coming up on 8 March.

The theme is Choose to Challenge, which provides a whole wealth of opportunity for content, but only if you have robust stories to tell.

Tell genuine stories

Those stories can be about what you are doing to improve gender equality in your business, what progress you’ve made, what difference you are trying to make and why.

It doesn’t matter if you are in the early stages of your strategy if you are taking genuine steps towards meeting your goals.

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Why publishing regular B2B content doesn’t have to be difficult

Producing regular B2B content can seem really daunting. If you are aiming to publish weekly, that’s 50 odd posts which can seem like a lot of ideas.

Photo by Lucas Davies on Unsplash

But it isn’t as onerous a task as it initially appears.

First of all, don’t set out to write 1,500 words a week; website content, which is 400 words and upwards, is fine. Concentrate on writing what each topic is worth rather than hitting a particular word count.

To make coming up with B2B content ideas seem less daunting, start by thinking about the key pain points/areas of interest for your target audience.

Break down your ideas

You talk to your clients so you know what concerns them most, what questions get asked regularly and where they most need help.

Draw up a list of key subject headlines. Then think about how you can break each headline down.

Rather than writing one long piece on one topic, think of writing a series of shorter pieces looking at different aspects.

These can form the basis of your ‘evergreen’ content. Write a bunch of them in advance, so you have them ready or at least have the ideas sketched out to inspire you.

Then think about key events and dates in your business calendar, which will generate ideas or that you will want to comment on.

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Want people to stop scrolling and click on your B2B content?

Promoting your content on social media can be a great way of increasing engagement with your B2B content but there is an art to writing posts that get people to stop scrolling and click through to your content.

A row of people in suits all looking at their smart phones - picture is a close up of their hands.
Photo by camilo jimenez on Unsplash

Think of LinkedIn or Twitter as like a huge crowd with everyone shouting to be heard. You need to craft a few sentences that stand out and grab attention.

It’s not simply a case telling people you’ve written something and they will click through and read.

Doing this just lets down all the hard work you put into your creating your B2B content.

Look at it this way. If you were selling a book door to door, you wouldn’t simply say: “I have a book, do you want to buy it?”

You’d talk about what was in the book and why it was interesting or useful.

And yet it isn’t unusual to see a social media post that says something like: ‘Our latest report on the office market is out’.

Now context, the business brand or person writing the post might help.

But it may not.

And if you are relying solely on who you are to ‘sell’ your content to potential readers, then you are missing out.

Hint: People may not know who you are or have read anything you’ve written before.

You want to make people stop and pay attention and to do that you need to capture their interest or intrigue about your content, so people want to click through and read it.

Here are some ideas for how you can do that:

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Unlocking the benefits of regular B2B content – and my goal for 2021

It’s been two years since I set myself a goal of writing regular blog content here on my business website but like a lot of New Year’s Resolutions, it fell by the wayside.

I knew I needed to blog regularly because it is good for business, helping to build authority and traffic for my website. And I also knew I should practice what I preach.

Photo by Michael Dziedzic on Unsplash

But it wasn’t until a lightbulb moment in September last year that I was finally on the road to achieving that goal – and as a result, it’s unlocked a new content marketing opportunity for 2021.

Up until last Autumn, my blog post writing was sporadic at best with some months going past without publishing anything at all.

It meant my web content wasn’t delivering with no discernible rise in traffic or engagement. And few business leads came from my website.

Content ideas weren’t the problem as I was publishing regularly on social media – LinkedIn – and getting good results.

So what changed? The spur – or perhaps kick up the backside – was a conversation with a fellow freelancer who refocused my B2B content strategy.

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