Writing tips Archives - Stacey Meadwell

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.

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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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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Techniques for humanising B2B content

A human looking robot with a gentle smiling face

B2B content has a tendency to lean towards corporate rather than human. But showing a human side not only helps you stand out, it is also important for building trust and connection with existing and potential clients.

Forging relationships through content, helping people get to know the individuals behind a business, can open doors.

This BBC News story about a woman from a working-class background overcoming barriers to become a barrister is a great example of human storytelling and I wanted to show how the techniques it uses can be applied to B2B content.

Leads with transformation, not credentials

The article opens with the impact of the woman’s story (a viral video, overwhelming responses) before explaining who she is.

B2B content often starts with the company or product. What you can do instead is open with the moment something changed – a result, a reaction, a turning point – then work backwards.

This helps create an intriguing and relatable hook.

Quotes do the emotional heavy lifting

The journalist doesn’t write “she had a difficult childhood” but uses a quote to paint a picture: “I had to step up and do the jobs that my mum couldn’t do, everything you can imagine that a six-week-old baby needs.”

It’s vivid and evocative.

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It’s no joke: The power of using clear and simple language in business

*Business language under scrutiny in comedy show W*nkernomics*

There is a segment in comedy stage show W*nkernomics: Just Touching Base where the two employees are trying to find out what it is the company they work for actually does.

They visit the website and instead of plain English find it stuffed full of wordy corporate language that leaves them none the wiser.

Employees not knowing what their business does may be an absurd notion, purely for comic effect, but company websites that do not clearly state what they do are far more common than they should be.

You know the sort of thing:

End-to-end workspace solutions = office fit out
Curated collaborative environments for the modern workforce = serviced offices
Optimising asset performance across the built environment = building management

This language might sound powerful and clever, but it isn’t.

Phrases like this can feel evasive or lacking in confidence.

It begs the question, why don’t they want to clearly say what they actually do? Why are they hiding behind unclear language?

Then there is visibility.

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General

Why subheads are important in B2B content

Quick Monday tip this week is about subheads, why they are important additions to articles, thought leadership and other longer-form writing, and what makes a good subhead.

First, the why:

🖥️ Search engines give extra weight to text in headers, and using keywords can boost SEO (make sure your subheads are in HTML, not just bold).

🖥️ Subheads break up your text, making it easier to read, particularly on small screens like phones.

🖥️ They make it easier for the reader to navigate through your piece, adding structure which aids comprehension.

🖥️ Good subheads can keep readers interested in reading because they indicate what is coming up.

🖥️ More people skim read now, and subheads help people skim while giving more opportunity to pull the reader into the piece.

🖥️ Screen readers use header tags to help visually impaired users navigate content, so proper use of HTML headers is inclusive design.

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