How can you make your B2B copy more engaging?

To make your B2B writing more interesting, tell a captivating story about your product or service. Use simple words and catchy phrases that grab attention right away.

In addition to understanding your target’s business, do your homework on their culture, mission and values. Writing with this top of mind can help position your company as a partner in their mission, instead of just another vendor. This approach can lead to more authentic conversations and relationships based on shared core values.

I’d add that you need to understand what makes your audience tick. What excites them? What keeps them up at night? What are they trying to solve for? Instead of only creating content that educates them on what YOU are tasked with selling, try to keep the customer top of mind to truly connect with them and build a relationship that opens them up to what you have to say (and sell).

When you study your audience, you start to understand how, when, where, and in what format they prefer to consume content. This helps you curate targeted content that resonates with your audience and addresses their specific challenges.

Knowing your audience comes in two phases. The first phase is from the results research. It's the hypotheses, built from research and by those in-the-know. The second phase is the audience profile built and adjusted over time based on data analysis. Ask your digital and social team for searched phrases and engagement rates. The most inspired way to serve your audience is to engage with them, understand their habits, and see what they are interested in. This phase never ends.

Emphasize on the benefits of your service or product rather than just listing the features. Clearly articulate how your solution addresses the specific challenges or improves the efficiency of your customers' operations. By focusing on the positive outcomes, you not only differentiate yourself but also establish a compelling narrative that resonates with your customers' needs, fostering a deeper connection and understanding.

I've always found this emphasis to "sell the benefits" to be overly simplistic. Nobody cares about the benefit of your product if they don't know what it is in the first place. There are three layers to talking about B2B products: 1. What it is (the feature) 2. What that feature allows the user to do (benefit) 3. Why they should care (value) Your copy has to hit all three of these things to be engaging.

So often B2B content forgets that it is content and instead parades as the actual product or service. It doesn’t have to take on that responsibility. That’s why B2B trips up on engagement and ends up being hideously self/product-centric. To get a person to engage with your content, the content must be useful. After writing a piece, critically assess your content with these questions: - Would the reader share this with or tag a colleague? - Is this so useful that the reader would print this out and keep it on their desks (or desktop) to use more than once? - Would they save this/ bookmark it or WhatsApp it to themselves to keep? - Could they use this content to prove a point in the office? - Will this content create a healthy debate?

Your audience cares about what the product does for them. So convert all the features of the product to a direct benefit. Connect with your audience and get them to say "This is what I need" when they see your ad. Use relatable examples, break down all complex ideas and avoid jargon.

Emphasize on the benefits of your service or product rather than just listing the features. Clearly articulate how your solution addresses the specific challenges or improves the efficiency of your customer's operations. By focusing on the positive outcomes you differentiate yourself and establish a compelling narrative that resonate with your customer's needs, thus creating a deeper bonding.

People like to hear from people. So case studies and testimonials are vital for B2B marketing. But it's also vitally important that they are authentic and presented in a way that is in line with your brand. Not just a list of five star reviews, do a video interview with a client, and use this to craft a story around their experience with your product or service. Use real quotes, the more honest and natural the better, and get storytelling!

One of the best ways to make your B2B content more engaging is to tell a story. This story can be about a customer's experience, a completed project, the company's greater mission, etc. Most importantly, your story needs to grab the attention of your audience, make them think, and be memorable. To do this, you can include a combination of text and media (photos or a video) to share a more 3D story. It's also important to remember that in order for your B2B content to be engaging, its story needs to stand out. This means you need to add value to your audience and share a relevant story that differs from your competitors.

When you write real stories, you build a humanly connection with your consumers. Because Every decision is made on the basis of- ? "How emotionally they are connected with your product or service?" We humans tend to believe things which is already been used by others.?? Adding real life stories can act as an motivator in their decision making process.?

To make you B2B copy more engaging you need to be able to write compelling sentences that take your reader on a journey, similar to storytelling. However, you need to include emotion, enthusiasm, and be eloquent.

I believe storytelling is crucial. Narratives have the power to transform your content from mere information to an compelling experience. By sharing success stories, case studies, or testimonials, you provide actual evidence of your product or service's have a clear real-world impact. It's also essential to recognize that behind every business decision ultimately is a human being. So, connecting with your audience on a more personal level fosters trust and builds relationships, making your brand not just a solution but a relatable partner. In the inherently transactional world of B2B, humanizing your brand is essential.

Firstly, there is no B2B. Or D2C. Or for that matter, B2B2C. There's just P2P. Person to person. As soon as you figure THAT out - that you're talking to a human (regardless if that human is your end consumer, or someone sitting within an enterprise), you'll automatically write in a certain way. You'll be less boring, and more conversation. You'll write with clarity. You'll address pain points, and talk about solutions (in an engaging fashion). In short, be a human. And talk to humans.

People often don't read B2B copy because they want to. They read it because it's "homework." Don't get cute when writing a grown-up's homework. Just help get them through it. Efficiently and pleasantly.

To make your B2B writing more interesting, keep it clear and simple. Use a professional tone and explain how your product or service can benefit them in a straightforward way. Clearly show how what you offer can help with their specific needs and challenges.

Simple, when writing B2B copy, remember you are writing for 'people'. Make it less B2B but more H2H (Human to Human). Period.

First of all, jargon isn't all bad. It can be colorful and concrete and, when your audience shares your context, extremely efficient at getting your message across. (You have to know your audience, though--see Point #1). In general, though, simplify. In 'On Writing Well' (GREAT book--highly recommend), William Zinsser says, "Manager at every level are prisoners of the notion that a simple style reflects a simple mind." That's wrong, as he points out. A simple style does *not* reflect a simple mind. In fact, it shows the opposite –that you’ve already put in the effort to make the message clear so that your reader doesn’t have to work so hard.

A call to action should be clear, but don't overthink it. Because a CTA doesn't convince people to act. It reminds them to act. What comes before the CTA does the convincing.

Yes, a CTA should tell your audience what you want them to do next. But that has to align with what they might want to do next. Consider their stage in the conversion funnel. And remember the length of each funnel varies from sector to sector. A hard sale CTA when they’re not ready to commit could scare them away or damage trust. Instead, consider what their next move might be on their journey, and guide them in that direction on your site.

1. Keep it simple. Don't overload you message! 2. Be creative, don't show-off. Bring a smile enough to engage. 3. Put your value proposition upfront and clearly state it! 4. End with a easy call to action. Don't make people work hard to get in touch!

If you nail every element of your copy, you relate to the audience, demonstrate that you know them and what matters to them and you have convinced them of the value of what you're writing about, without a solid CTA, you've wasted your time, and theirs. There is an element of raising awareness and making a brand stick in the mind, which is in itself immensely valuable, but if you've taken that time to engage and bring a reader on a journey, that point, right at the end - that's your optimum moment to convert them to a customer. Don't miss out on it, but don't overdo it either.

CTAs need to be concise, but also something simple that people can engage with. "Check out our website" is an easily manageable CTA, whereas "Check out our website to sign up to our newsletter, etc." is too much. Although you might want them to sign up for the newsletter, just getting them onto the website should be its own win.

Don't be boring. People seem to think B2B has to be ultra serious, it doesn't. You're writing to another real person. So make it fun, add appropriate humour. Be different to all the stilted copy that gets sent out and you might get it read and responded to.

Often we tend to believe B2B content should be exceedingly formal and serious. Adding a bit of flair and creativity, especially in the visual designs, the way you present stats, the infographics etc. can help gain better attention. Of course, brand guidelines, tone and messaging should be adhered to at all times. But who said B2B content creators can't have fun in their creative journey! ??

The grind size can make or break a coffee. Similarly, tailor your message to suit your audience's preferences. Use language and tone that resonate with them, whether it's professional, technical, or conversational.

The best lens to view B2B marketing through is the one that understands, fundamentally, that you are still talking to a person or people. It may be true that the decision cycles in B2B are longer, it may even be true that a lot more focus could be placed on technicalities, but messages must still be crafted with the full understanding and acceptance that decisions are made by people, whether by committee or singularly. So… give the people what they want ??

Remember that B2B readers are still human. You need to know who these humans are. Know what they're trying to accomplish now. Know what they’re personally trying to accomplish in their career. Know what they're scared of failing at. And know the spoken language they use to communicate these things. In doing so, you'll get the buyer's voice in your head so you can write copy that speaks to your One Reader and motivates them to take action.