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How to Write B2B Articles that Don’t Sound Boring to the Reader

“Content is king”, right? 

A look at content marketing  statistics shows that 95% of B2B customers consider content an important factor in their trust. As a result, many companies are getting aware of the importance of creating high-quality content that’s both informative and engaging for their customers.

But what comes to your mind when you think of B2B content?

Long, dry articles full of jargon and slogans? Yes, many businesses struggle to write articles that really show what’s special about their industry. As a result, they publish bland and boring content that reduces readership and loses potential customers.


If you were your ideal customer…

Let’s imagine you’re a customer looking for some useful information on your blog.

Read the following sentence and think about how you find it:

“An application running as a service acts as a service provider, making its functionality available to other applications or services through public brokers, and also acts as a service requester when required for incorporating data and functionality from other services. “

Did you understand the information in the first few seconds? Or do you’ve to read the sentence a few times to understand what it means, or you’re still not sure what you read. If you were a customer, you’d probably already be looking for a different explanation on another website.

If we also consider that 55% of visitors spend 15 seconds or less on an average web article, it’s clear that they will not read scientific texts or boring, repetitive topics that require their full attention and concentration or don’t provide an answer to their question.



So, what should you do?

If you want to grow your business through content marketing, use blog articles as educational material for B2B customers. Keep in mind that they’re on your site because they have a problem, and you should offer them help. Asking how?

Simple! By providing them with content that satisfies their hunger for information and solves their problem. Your articles don’t always have to be about your product, they can also be general concepts and how-tos on various topics that are relevant to your niche. This way, you build authority, trust, and a connection with your customers.

If you’re still struggling to write B2B content that engages your readers, here are a few tips to get you started:


Write for your audience, not for yourself

When writing B2B content, it’s important to keep your audience in mind. To build authority, writers sometimes forget who they’re writing for. Reading a technical article that’s full of heavy facts could be informative, but it’s hard to read, even if you’re the target audience for the content. So, try to adapt not only your topics to your ideal customer but also your language.

Imagine you’re having a conversation with a specific person about the topic you’re writing about. Would your conversation consist of statistics and load the sentences with countless facts and attributions? Surely not. Therefore, you should use some facts and statistics to back up what you’re writing about, but don’t go overboard with them.

Put your customer first. Did you think about what they’re looking for? What kind of information do they need? If you write your content for them, you’ll be more likely to appeal to them.


Make it helpful   

B2B customers are looking for content that will help them solve their problems. If you can provide helpful information,
you’re more likely to gain their trust.

Give them examples, social proof, and a potential solution to their problem. For example, if they’re in the food industry and have a labour shortage problem and you have a robotic solution for palletizing and packaging, show them how it works and what problems in their industry your product can solve. Don’t let them leave without the information they came for.

And remember, your content doesn’t have to mention your product directly. You can also just create content that informs your customers and prospects. Actually, your content strategy can be focused on:

  • Educating your customers
  • Strengthening your thematic expertise
  • Promoting your brand
  • Building brand loyalty
  • Generating more inbound leads

Keep it interesting 

Just because your subject is B2B doesn’t mean it has to be boring. Empathy is a great way to add warmth and personality to your writing. Find out what’s most interesting in your industry, and what fun facts and examples of good practices you’d like to read about. Use interesting language, tell stories, and focus on the human element of your topic to engage your readers. Make sure your language is clear and understandable, even if you’re covering a dry or technical topic.

Finally, don’t be afraid to show some personality in your text. B2B readers are people too, and they appreciate a little lightness and humor in an article. Here are some tips for making your B2B articles more interesting and engaging:

  • use an active voice
  • write in a conversational tone
  • use short, simple sentences

Pay attention to the length and style of the article

B2B articles usually have a long form. This is understandable considering that SaaS solutions and business concepts are complex topics that cannot be easily packed into 700-1000 words.  It can be tempting to try and fit everything into one article, but it’s important to focus on one idea or concept and explore it in depth. This will make your article more readable and easier for the audience to digest.

That being said, the length of a blog post depends on your goals. For example, there’s often a difference between posts that generate traffic and those that generate leads or new contacts for your business. That’s because articles that generate more traffic are searched by a wider audience, which sometimes means the topic you wrote about is more generic and not closely related to your business. According to HubSpot’s data, the ideal length of a blog post that should generate leads is 2,500 words.

The fact is, it doesn’t matter if your article is too long, as long as it’s interesting and engaging. If you provide your customers with quality information by using a natural, entertaining tone and giving them helpful information, they’ll want to read more. To keep them focused on your text, you should use headings, subheadings, bullets, numbers, photos, and graphics, and make your content authentic.

Remember, it’s not the length that keeps your customers coming back, it’s the information they bring. When you create quality content that’s easy for readers to read, full of interesting examples and that is helpful, you also build your thematic authority. People will perceive your brand as a credible source of content in your niche.


Conclusion: Be remarkable, not boring

A deep understanding of your audience and industry is an important step in creating quality content that your customers will love. If you’re boring when you write, everyone will be bored when they read.

When it comes to B2B articles, many writers forget that there are people behind every business. So you’re not writing for the industry, you’re writing for the people behind it. Think about those people, and talk to them about something you like and know. Show them the best you have to offer. If you humanize your voice, give them valuable information about what they’re looking for, and adapt your language to them, you’ll be remarkable no matter what you write about.

No one is saying it’s easy, but writing high-quality B2B articles has the potential to grow your clients’ businesses exponentially.

With a good content marketing strategy, you can attract new customers and retain them for a long time. For more digital marketing tips and trends, check out Hybrid Digital’s blog.

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