Power up your B2B content: writing for real people

For today’s B2B marketers, the constant pursuit of writing fresh content that converts can leave you feeling a little “meh”. After all, it’s hard to know what types of content your potential customers will click on without testing them out first.

We’ve broken down some simple ways to craft your content that will hook your audience.

Do I have your attention?

In 2000, Microsoft conducted a study measuring how long people can focus on one thing for a specific amount of time. In 2000 the results were about 12 seconds and 15 years later, it dropped to 8 seconds.

The amount of attention someone is focusing on something continues to narrow, so it’s important to grab their attention quickly.

Related: 5 Reasons why your B2B company newsletter is more important than ever

Get to know the  3-30-3 rule:

• 3 seconds to grab their attention
• 30 seconds to glance at your asset
• 3 minutes to read your asset (if you’re lucky!)

That’s a fast turnaround meaning that you should put more time into thinking about what you want to write versus writing it. A little goes a long way!

Remember that you’re writing for REAL people!

Just like you and I, your clients are real people, with real interests, hobbies, and passions! Cater to their individualistic needs and wants, and you may strike gold. Here are some key things to remember:

• B2B buyers are real people.
• Write with that real person in mind.
• Outline the journey – where do you want to send them beyond the initial click?
• Know your ask before you start – what do you want them to do or think
• Display brand personality – be your authentic self.
• Show vs. tell – don’t just tell readers they will save money, show them!

How to generate ideas

Even the most prolific writers get stuck sometimes.

Here are three exercises to get the creative juices flowing:

Word scramble:

• Rearrange word order
• Start with a list of big ideas
• Look up synonyms
• Move the words around
• Add filler words last

*When to use: Taglines, headlines, titles

Stream of consciousness:

• Let it flow
• 10 minutes – no distractions!!!
• Use a prompt or focus on a topic
• Write down everything that pops into your head
• Add filler words last

*When to use: Content strategy, new blog topics, social media posts

Story mapping:

• Outline concepts on post-its
• Write main ideas on post-its
• Move them around until the story makes sense
• Add details under each main idea
• Write in chunks

*When to use: Blog posts, white papers, any long form content

And if you’re still stuck, here are some more tricks of the trade: 

• Read it out loud
• Write down (by hand)
• Let your mind wander (or go for a walk)
• Stop scrolling and start reading (or listening)
• Break down the content or social posts that appeal to you
• Read content from outside your industry

Still stuck?

It can be helpful to get another perspective, too.

Check out our Clarity Academy to talk to a coach about your content marketing strategy and find out how the right healthcare marketing firm can help your content stand out.