Strategies to Improve B2B Content Writing
B2B content marketing is the process of creating and distributing content to attract other businesses and convert them into customers. B2B stands for business-to-business.
Content Marketing Institute contributor Ahava Leibtag has published an article featuring clear writing tips for B2B marketers.
She says, “Just like Taylor Swift knowing which tracks will make Swifties swoon, the value in clear content seems obvious to B2B marketers. But it’s less obvious to your stakeholders (and clients), especially when marketing to a sophisticated audience.
You get accustomed to skepticism about plain language:
- “Shouldn’t we use the technical language our readers are used to?”
- “This feels too simple for an audience of professionals.”
- “Our readers are used to peer-reviewed journals … They aren’t the ‘skimming’ type.”
For years, I’ve advocated for the power of plain language – clear, concise communication that first-time readers can understand without breaking a mental sweat.
Clear health care content can make the difference between life and death for patients. But patients aren’t the only readers who prefer plain language. We set out to prove that hypothesis and see how plain language content impacts the B2B sales process.”
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