Between the buzz about AI (ChatGPT and the like) and the sheer amount of content being published each day across every industry—content marketing has become more difficult.
To truly stand out in 2023, your content must connect with your audience on an emotional level.
You may be thinking that emotion does mesh with professionalism, and you’re running a B2B, not a consumer wellness brand—but you’d be wrong (sorry). Emotion is pivotal for B2Bs because causing your audience to react emotionally to your content is powerful.
Most of us focus on the data. We want to provide the numbers, the stats, and “proof”—and all of that is 100% necessary, but it’s only effective when you attach the data to an emotion. Emotion is what helps us feel connected to a brand. It’s what compels us to act promptly. In many cases, it’s the emotion tied to a process or situation that makes it a “need.”
It’s the “fear” that you’re company is going to have a security breach that compels you to research security solutions. It’s the frustration of wasted time that leads you to workflow automation software. Your audience feels those emotions, so you must show them how you can solve their problems.
How? Good question.
5 B2B Writing Tactics to Build Content That Resonates
Start with a strong headline.
When it comes to content marketing, the headline is the first thing your audience sees. It’s what catches their attention and entices them to click through and engage with your content. Crafting attention-grabbing and engaging headlines is essential for any successful B2B content marketing strategy.
So, how do you write a great headline? Here are some tips to keep in mind:
- Make it clear and concise: When it comes to writing effective headlines, clarity and brevity are key. Your headline should clearly and concisely communicate what your content is about so that readers can quickly determine if it’s relevant to them. Avoid using vague or ambiguous language, and stick to the point. Remember, your headline is just a preview of your content—the goal is to entice readers to click through and read more.
- Use action words to create a sense of urgency: Action words are powerful tools for creating a sense of urgency and encouraging readers to take action. Use verbs like “discover,” “learn,” “try,” or “get” to create a sense of excitement and motivate readers to engage with your content. By using strong, action-oriented language, you can create a sense of urgency that encourages readers to take action.
- Address a problem or pain point for your audience: One effective way to grab readers’ attention with your headlines is to address a problem or pain point that your audience is experiencing. By identifying a common challenge or frustration that your readers face, you can create an immediate connection and offer a solution or alternative that they will be eager to explore. This can be a powerful way to demonstrate your value proposition and differentiate yourself from the competition.
- Use numbers or statistics to pique interest: Numbers and statistics can be highly effective at grabbing readers’ attention and creating a sense of authority and credibility. Incorporating specific data points or percentages into your headline can help to pique readers’ interest and demonstrate the value of your content. For example, “5 Strategies for Boosting Your Social Media Engagement” or “The Top 10% Marketers Do This Daily” are impactful, numbers-driven headlines.
- Incorporate humor or emotion to add personality and appeal: While B2B content can be technical and dry, that doesn’t mean it has to be boring. Incorporating humor or emotion into your headlines can add personality and appeal and help your content stand out from the competition. Of course, you’ll want to make sure that your humor is appropriate and relevant to your audience and that your emotion is genuine and authentic. But when done well, humor and emotion can be powerful tools for connecting with readers and building brand loyalty.
Remember, the goal of a headline is to get your audience to click through and engage with your content. It’s important to make your headline relevant to your content and your audience’s interests. Avoid click-bait or misleading headlines, which will only hurt your credibility and alienate your audience. Instead, focus on creating headlines that accurately reflect the content of your article and provide value to your audience.
Keep in mind that different types of content may require different headline styles. For example, a listicle may benefit from a headline that incorporates a numbered list, while a news article may benefit from a more straightforward and descriptive headline. Consider the format and purpose of your content when crafting your headlines.
Don’t be afraid to test and experiment with different headlines. A small tweak in wording or phrasing can make a big difference in how your audience perceives your content. Use analytics and metrics to track the performance of your headlines and adjust accordingly.
Write compelling CTAs.
CTAs, or calls to action, are an essential part of any successful content marketing strategy. They act as a guide for your audience, directing them toward the next step in their journey with your brand. CTAs can be used at various stages of the B2B sales cycle, from awareness to conversion, and they should always be clear, concise, and action-oriented.
When creating CTAs, it’s essential to ensure that they align with the goal of your content and the needs of your audience. For example, if your content is designed to educate your audience about your product or service, your CTA could be to download an e-book or sign up for a demo. Alternatively, if your content is designed to drive conversions, your CTA could be to make a purchase or book a consultation.
To create effective CTAs, keep the following tips in mind:
- Use action verbs: Start your CTA with a strong action verb that clearly communicates what you want your audience to do. Examples include “Sign up,” “Download,” “Subscribe,” “Buy,” etc.
- Create urgency: Use language that creates a sense of urgency or scarcity to encourage your audience to act quickly. For example, “Limited time offer” or “Only a few spots left.”
- Be specific: Make sure your CTA is specific and clearly communicates what the audience will receive or what action they will take. For example, “Download our free e-book on social media marketing” or “Sign up for our weekly newsletter for marketing tips and tricks.”
- Keep it concise: CTAs should be short and to the point. Avoid using long phrases or complicated language that can confuse or discourage your audience.
- Place them strategically: Place CTAs in a prominent location on your website or within your content, such as at the end of a blog post or on a landing page.
- Test and optimize: To maximize the effectiveness of your CTAs, test different variations to see what works best. Experiment with different wording, color, or placement of your CTA to find what works best for your audience and your goals. By analyzing the results, you can optimize your CTAs for maximum impact.
Hook your audience.
You may have written an amazing headline and have a strong CTA, but if you fail to hook your audience in the first few sentences of your content, you risk losing them. A good hook can be the difference between your content flopping and your content capturing your audience from the start.
So, what makes a good hook? A hook must be attention-grabbing, engaging, and relevant to your audience. There are many different ways to create an effective hook, but it must resonate with your audience and set the tone for the rest of your content.
Here are some tips on how content marketers can write captivating hooks:
- Know your audience: Like headlines and CTAs, understanding your target audience is essential to crafting an effective hook. Knowing their interests, pain points, and desires can help you create a hook that resonates with them and captures their attention.
- Create intrigue: A good hook should pique your audience’s curiosity and make them want to keep reading. You can achieve this by asking a question, making a bold statement, or presenting an unexpected fact or statistic.
- Use storytelling: Humans are wired to respond to stories, so incorporating a narrative element into your hook can be an effective way to draw your audience in. Consider starting with an anecdote, a personal story, or a relatable scenario.
- Highlight benefits: If you can demonstrate that your content offers valuable information, entertainment, or solutions to your audience’s problems, you’ll be more likely to hook them in. Make sure to emphasize the benefits they’ll receive by reading your content.
- Keep it concise: A hook should be brief and to the point. Aim to capture your audience’s attention in a sentence or two, and avoid using jargon or technical terms that might turn them off.
Tell a story.
As human beings, we’re wired to remember stories more than facts and figures. Stories have the power to connect with our emotions and leave a lasting impression on our memories. That’s why including stories in your B2B content is a powerful way to engage your audience and make your content more relatable and memorable.
When crafting your content, try to incorporate stories that illustrate your point or provide a real-life example of how your product or service can benefit your audience. These stories can help to make your content more engaging and interesting while also making it easier for your readers to understand complex ideas.
For example, if you’re writing a blog post about the benefits of a particular software program, you could include a story about how one of your clients used the software to streamline their business processes and save time and money. By including this story, you’re not only providing a real-life example of how the software can benefit your audience, but you’re also making your content more relatable and interesting.
When telling a story in your content, keep the following tips in mind:
- Keep it relevant: Your story should be relevant to the point you’re trying to make and the needs of your audience. Make sure it ties back to your main message and provides value to your readers.
- Use descriptive language: Paint a vivid picture of the story in your reader’s mind. This will help to make the story more memorable and engaging.
- Keep it concise: Your story should get right to the point. Don’t ramble on or include irrelevant details that detract from the message you’re trying to convey.
Telling stories in your B2B content is a powerful way to engage your audience, make your content more relatable, and explain complex ideas in a way that your readers can understand.
Think of it like art.
No, really. The human component of copywriting is really an art form that combines persuasive writing and marketing to create compelling content that inspires readers to take action. As a B2B content marketer, your goal is to do just that, and writing emotionally in-tune copy is a great way to capture the attention of your B2B clients and keep them engaged throughout your message.
- Use tension: Tension is the driving force behind any good story. It’s what keeps the reader engaged and invested in the outcome. Whether you’re writing a sales pitch or a blog post, using tension is a great way to keep your audience hooked. Start by identifying the problem that your product or service solves, and then create a sense of urgency around it. This will help your audience see the value in what you’re offering and motivate them to take action.
- Put your audience at the center of the copy: Your audience should always be at the center of your copy. This means understanding their needs, desires, and pain points, and then tailoring your message to speak directly to them. Use words and phrases that resonate with your target audience, and make sure your copy is written in a tone and style that they will respond to.
- Be authentic: Authenticity is key to building trust with your audience. People can spot insincerity from a mile away, so it’s important to be honest and genuine in your copy. Don’t make claims that you can’t back up, and always be transparent about what you’re offering. Being authentic also means being true to your brand’s voice and values, and staying consistent in your messaging across all platforms.
- Use power words: Power words are words that evoke strong emotions and can be used to create a sense of urgency or excitement in your copy. Words like “limited time,” “exclusive,” and “proven” can be used to convey a sense of urgency and importance. Other power words like “you,” “new,” and “free” can also be used to capture your audience’s attention and keep them engaged.
- Focus on benefits, not features: Finally, it’s important to focus on the benefits of your product or service, rather than just listing its features. Benefits are what your audience will gain from using your product or service, and they are what will ultimately drive them to take action. Use storytelling and real-world examples to illustrate how your product or service can solve your audience’s problems and improve their lives.
Content marketing is only going to get more complex as the need for speedy, high-quality, comprehensive content rises and the competition all rushes to create the best content to reach your audience. Building a content marketing strategy from a catchy headline to an evocative tone takes skill. And while you’re spending your time making great products, we’d love to spend time telling your audience about them. Reach out to talk to our content marketing experts today.