When it comes to business to business (B2B) marketing, blogging can be a valuable tool. Your blog is a great place to showcase your knowledge and dive in-depth on your products, in a way that you wouldn’t able to in a quick tweet or status update.
The downside is that B2B marketing has a reputation for being boring – and, unfortunately, in our experience a lot of the content we see lives up to that expectation. There’s a common misconception that blogs targeted towards other businesses need to have a straightforward or corporate feel. While we don’t believe you should compromise your professionalism, we believe it’s possible to share your knowledge without putting everyone to sleep.
If you’re looking to give your business marketing a more approachable feel, we suggest you check out these tips to keep your marketing focused, but fun, for the reader. We believe that B2B marketing done right might even be what helps set you apart from a competitor!
1. Talk like a human
No matter how interested a potential customer is in your topic, talking like a robot is going to lead to people clicking off your website. Type like you talk, keep it simple, and don’t be afraid to push the conventional boundaries -- i.e. don’t let that red squiggly line stop you from experimenting with your words!
One caveat? Just make sure your meaning and professionalism aren’t lost in too much slang. If you wouldn’t say something in the workplace, don’t type it on the blog.
2. Don’t forget the fun factor
Business owners, directors, and managers still have a sense of humor, so don’t sap all the fun out of your blogs. Adding fun anecdotes or playful pictures into your blogs can help them feel more relatable.
3. Don’t baffle them with jargon
Getting lost in the jargon of a blog is never productive. Ever. Even though you’re addressing to other experts in your field, you’ll want to talk in simple terms and only use jargon when it’s needed. You never want to assume every reader knows what you do, so be sure to explain terms on the first instance you use them.
4. Don’t publish a wall of text
Stay away from clunky chunks of text -- they’re not enjoyable to look at or read. Use subheadings, pull quotes, and succinct paragraphs to make your text easier to browse. Even if you’re publishing a whitepaper, there’s no reason not to give your readers a pleasant and intuitive experience.
5. Mix up your mediums
Remember, blogs don’t always have to be written like an article. Try out creating an infographic or recording a video blog. You can also consider publishing presentations or papers – it’s content you’ve already created, and chances are if it was worth presenting about it’s a relevant topic. Don’t reinvent the wheel if you don’t have to, just share the work you’ve already done!
6. Use images creatively
In need of some fresh photos? We’ve complied a list of FREE stock photo sites.
If your blog is long, add a few images in along the way so that it’s not too text heavy. Be creative with your choice of images, and try to refrain from using the same handful of stock photos repeatedly.
7. Keep it concise
Business owners are busy people, so the last thing they want is to have to read through three paragraphs of mumbo jumbo before actually getting to the relevant information. Get to the point early on and it’ll be a more enjoyable read all round.
8. Use examples
Examples can be a great way to show off how you can help. Using real life scenarios are often more relatable to potential customers and give you a chance to show off your results and solutions. So, instead of explaining, start showing what you can do!
9. Sentence structures
Writing is a craft. Not everyone’s good at it -- nor are they expected to be. But when you’ve got a good writer on board, they can make even dullest topics enjoyable. Something as simple as mixing up sentence structures can quickly ramp up the readability-factor.
10. Reader participation
Whether it’s adding a quick poll half way through a post or inviting readers to leave a comment at the end, getting your audience involved with your blog is another way to get them more invested in the content.
Hue & Tone: Your partner in B2B Content Creation
Need a helping hand to elevate your blogs to the next level? Here at Hue & Tone Creative, we’ve got you covered from the right words right to the perfect picture. Contact us today to learn more about our design and marketing services.