When B2B prospects research products and services, the last thing you want to do is spend a minute slogging through another piece of boring repetitive content. What you have to remember that your B2B audience is also a human being and that its content is not only a brand, but perhaps most importantly, can be a barrier or a bridge to a fruitful relationship, depending on how you write.
If you want your prospects to seriously consider their products and services or to trust you as a leader in the industry, its content should not only have a depth, brief and practical, but more importantly, --- to keep attention reader, uniting them in carrying out actions and make a lasting and positive impression.
But my industry is bored so that my content is too
No, it is not and should not be, if you make it out to be. Do not limit your content to worldly issues and overly discussed in your industry. Release your inner creativity-Kraken and let loose. Write each piece of content with intent to cause a reaction. Add a dash of personality to every content you produce. How, you ask? Very simple. Here are 10 tried and true tips to inject some personality into your B2B content boring-:
1). Use An Active Voice
Your high school English teacher probably spent many days drilling this into your head, but it was for good reason. Active sentences to get straight to the point and keep your narrative moves forward. They are not bogged down with complex arrangements, and never leave the reader confused about who does what.
Displaying an example is the best way to nail the active voice:
2). Be Adventurous In Your Grammar And Vocabulary
While it is important to make sure that the spelling and grammar are correct, it is also good to break the rules to make your content a bit more interesting, and to emphasize a point or emotions. You still want to maintain a professional tone, but fine for a small business to go and the occasional use of appropriate jargon or change in punctuation, to make a point. Just make sure it's clear that you're doing it on purpose or grammar police appear in the comments section.
3). Use Humor
Funny content is not only entertaining but memorable. In fact, research in 2013 showed that 80% of college students were able to remember the publicity that made them laugh. The key to using humor to make sure that you are genuine and original (read: not lame). This is a difficult thing to learn, and keep you better mood, if you can not hit the target. If however, the buyer knows his characters so, it should not be a problem. Figure out what makes each character teak buyer and speak their language.
Protip: let a couple of colleagues to read your content before publishing it on the Internet, so you can be sure your joke about clowns tasting funny is still relevant.
4). Cite Anecdotes And Facts
Half of bloggers make great claims for their content, which can not be supported by the facts. I really do not, of course, but you see what I did there? If you want to be taken seriously, give all the facts or statistics that are used for its know you've done your homework readers. It is also important to cite anecdotes, especially if used to make a point. Any creative writer could invent a story, but readers put more weight on the stage of real life. If you want to position your company as a trusted leader in the industry, it is necessary to know the integrity of what you're dishing out.
5). Write Like You Talk And As If You Are Talking To You Peers
Do not try to impress your readers, ruining its 25 cents per word. You just push them away with misunderstanding or make them think they are pompous. At the same time, not talk them down, either. If you use a lot of jargon and industry lingo at work, they use it in the right context with the content and relaxed and friendly tone. It adds authenticity and helps people follow him without being distracted by his choice of words. In the end, if you go in the opposite of boring, you have to build a tone and familiar, charming and attractive sound like a lawyer will not help to achieve this.
6). Be Open To Using Puns And Metaphors
If you can not nail the humor can give puns and metaphors a try. In the same way that humor makes people engaged and helps them remember what he said, puns and metaphors provide a mental break for readers and allows them to relax without tripping over his words. Metaphors can also help you decipher complex information to make it easy to digest, but still delicious hungry mind.
7). Build Supense
Build suspense strategy has to practice sophisticated. By using the unknown, it gives your readers a reason to go down to the bottom. Now, there is a fine line between building suspense compared click-bait strategic and tasteful, and, of course, stay away from the latter. To add some suspense to its content, to lay the foundation for a few questions upfront, but did not reach full answers immediately. Instead, gradually giving information leading to the answer, and then conclude your post with succinct statements that answer the questions.
8). Take A Stand To Elicit An Emotional Response
This does not mean that you should start railing presidential candidate or take a position on abortion just to get a response from their readers. Instead, think about what your customers care about or struggling with, and to provide a clear solution to the authority. In other words, not indecisive about what you tell your readers with words like "can" or "might". You can help solve their problems, and they will be happy with their experience.
9). Ask Rhetorical Questions
Are you ready to learn how to get readers to go directly to the content with both feet? The use of rhetorical questions can push the reader's thought process and get to be on a positive note. Make sure you are using rhetorical questions sparingly, as it can be tiring to answer many questions (such as those with a 3-year-old can attest), and always make sure the answer to your question is a super-positive inclusions resounding YES!
10). Be Mindful Of How You Format Your Content
By now, you are a brilliant writer with the ability to lead your readers all the way to the end of his story, until revealing laughter and tears from time to time, before rushing to press the button call to action. This does not mean that people are willing to settle in the new, like reading large chunks of text and long paragraphs. When people read content on the Internet, they like short paragraphs, a plurality of rollers, and plenty of white space, or your eyes start wandering and eventually give up completely.