B2B content – you’re STILL boring me

I feel like banging my head against the wall. The subject of boring B2B content is not a new one, but it’s still happening. So let’s go through it again…!

I don’t care that your latest software has new built in features, or that you’ve written a long article about it. It’s not engaging, it’s dull.

In comparison to some of the more glamorous B2C industries of the world, I think it’s fair to say that B2B is just not seen as sexy. Let’s face it, reading through a long, wordy blog that promotes the benefits of a new range of printer can be a little dry.

B2B content doesn’t have to bore the pants off you.

B2B buyers are still human. We may be part of a business, but as individuals we respond as consumers – with actual emotions. The only difference here is that the B2B decision process is more complex.

Stop separating the ‘corporate world of communication’ to everything else online. Your audience are real people that leave work, go home and look at content when they have the time to. This means capturing their attention is even more difficult. It’s time to start communicating to them as human beings.

Here are some tips to make even the dullest of subject matter engaging:

Look at the outcomes
Yes, it is important to tell the reader about your product or service, but instead of listing all of its best features, why not allow them to imagine what could happen if they purchased it. Give them real examples of stories they can relate to. These are far more memorable and compelling.

Get to the point. Quickly
The average attention span for an internet user is 8 seconds. This means your content needs to make an impact, early on. This is where the phrase ‘less is more’ comes in. It’s true. Keep to the point, be concise and have a clear call-to-action.

Cut through the jargon
Business buzzwords are over-used, confusing terms that are usually meaningless. If you’re having to read a sentence more than once to understand it, the point is lost.

Make it look visually attractive

The Impact of Design blog

‘Coloured visuals increase people’s willingness to read a piece of content by 80%’ (http://bit.ly/2cm911M). Try using infographics or images to make your point instead. It’s easier to digest and stands out more than a text heavy article.

If you are a marketer who faces this ‘boring industry’ challenge, or maybe you have found new ways to create great engagement in the B2B world, get in touch: hello@gilroy.co.uk – we would love to hear from you. Alternatively, take a look at our new website and find out more about us: www.gilroy.co.uk

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