But what if there was a way to combine all the best aspects of B2B writing with your own passions and areas of expertise? The following are some ways to balance writing more technical content with your personal projects and infuse your own voice:
At times, writing B2B content can feel like being stuck inside on a hot summer day while listening to the cheerful sounds of a business-to-consumer (B2C) pool party next door—those guys seem to have all the fun. However, while the point of B2B content is convey authority and share information relevant to a certain business sector, your audience is ultimately comprised of people. Even though positioning your client as a thought leader is the ultimate goal, you can still appeal to people and “humanize” your content by adding humor and emotion to each piece.
According to The Marketing Zen Group, just about everyone would rather read something humorous, clever, or interesting than something dry and boring, even when it’s about an important business concept. When writing your content, imagine you are presenting to coworkers in an office. Cracking a joke can help ease some of the awkwardness, and most employees would rather see well-placed humor than a stiff, dead-eyed, stick-to-the-flash-cards formal presentation.
This approach benefits you just as much as it benefits your readers. If you’re bored to tears writing your piece, chances are, your readers will be similarly unimpressed—and no brand wants that.
If you feel like you are unqualified to make a joke in this field, research is key. While a quip about a new software update might not immediately fly from your fingers, going overboard with research and interviews will let you fully grasp the content and familiarize yourself with it so you can more easily connect to your readership.
In a previous interview with the Content Standard, Jason Miller, LinkedIn’s senior content marketing manager, spoke to the importance of differentiating your content by infusing your own passions and personality into your writing. Miller loves rock ‘n’ roll and heavy metal, so he always ties his content back to some musical aspect.
For example, in a Marketo blog post titled “5 Content Marketing Lessons from Guns N’ Roses,” Miller draws comparisons between the way Guns N’ Roses got their big break and how content marketing companies can differentiate themselves from the competition. While content marketing and headbanging drum solos and guitar licks may not seem to have much in common, Miller has found a way to provide high-quality information to his B2B audience while keeping his content exciting and unique.
What are your interests? Which subjects do you know the most about? There are plenty of ways to draw connections between the subjects with which you are familiar and those you may still be learning. Love sports? Perhaps you could write an article about how building company-wide teamwork can take lessons from the unexpected rise of the 1980 US Olympic hockey team. Do you belt show tunes in your spare time? Write an article about what senior leadership can do to be a “Triple Threat” in their industries. If you read fashion magazines from front to back, it should be no problem to model your articles in a “What’s Hot, and What’s Not” format when describing the newest industry trends. Not only will this content be more engaging and entertaining for your readers, but it will be much easier for you to write.
Ultimately, you became a writer because you realized that you have a unique written voice and a desire to put pen to paper (or fingers to keyboard, in this case). And no matter if you’re writing your own short stories, quirky lifestyle pieces, or content that’s more technical, it is vital that you always infuse your voice into your writing. If you read over your article and are unable to detect a shred of your personality, a rewrite is in order. If you can’t hear it, no reader is going to be able to.
With all the content swarming the Web these days, you do not want your work to be just another cookie-cutter article touching on the same points and directing your audience toward the same conclusions. Let your personality shine through so the brand you’re writing for can boast content that breaks through the noise. If you make them look good, you’ll look good, and vice versa.
While writing B2B content might not seem as thrilling as, say, a Guns N’ Roses concert, there are ways to put your own spin on your articles. It’s an art, for sure, but that only means you can take more pride in your content when you finally learn to nail it. If you want to get started writing for top brands, join Skyword’s community of freelance writers today.