When was the last time you read a piece of B2B content and thought, “Wow, this truly resonates with me!”? Chances are, such moments are rare. Too often, B2B content feels like it’s written by robots, for robots. So, what separates good content from bad in the B2B space? Let’s break it down.
1. Tone Matters: Keep It Real
Good B2B content doesn’t hide behind a stiff, corporate voice. It’s conversational, approachable, and human. While professionalism is crucial, sounding like a faceless entity only widens the gap between you and your audience.
2. Authenticity Over Perfection
Polished content and highly edited visuals can appear too staged, making them less relatable. Raw, behind-the-scenes photos, casual team shots, or even a simple customer story can create a stronger emotional connection.
3. Images Should Tell Stories, Not Sell Them
Heavily produced images scream advertising! Instead, choose visuals that feel organic and relatable. Sometimes, the best image is the one that feels like it could have been taken on a regular Tuesday.
4. Context Is Everything
Technical details are a cornerstone of B2B content, but they need a frame. Without context, jargon and numbers can overwhelm or alienate your audience. Translate complexity into simplicity.
5. Ditch the Buzzwords
Terms like synergy or paradigm shift might impress internally but often leave readers disengaged. Focus on clarity over complexity.
6. Not Every Piece Needs to Sell
Good content educates, entertains, and builds trust. It’s okay to step away from aggressive calls to action sometimes. The best sales happen organically when you’ve built enough credibility.
7. Human Connection Is Key
Your audience is made up of people, not businesses. Content that’s engaging, even humorous, can break the monotony and leave a lasting impression.
8. Success Stories that Inspire
Customer success stories are gold. They don’t just showcase what you offer—they highlight how you solve real problems and why that matters to your audience.
9. Speak Their Language
Keep your writing at a sixth-grade reading level. Simple, accessible language ensures your message resonates with a wider audience.
10. Be Open to Challenges
Show vulnerability. Share the ups and downs of your journey. This transparency makes your brand relatable and fosters trust.
11. Context and Value First
Before asking for your audience’s time, show them why your content matters. Give them a preview of the value they’ll receive.
12. Interactivity Enhances Engagement
From quizzes to simple guides, interactive content can transform a passive experience into an engaging one.
13. Showcase Your Brand’s Essence
What does your company stand for? Your values, vision, and culture are as important as your offerings. Good content embodies these elements authentically.
14. Tell a Story
Every piece of content should follow a logical flow:
- Introduction → Problem → Solution → How it works
- Or simply: Pain Point → Solution
Stories are memorable. They guide your audience seamlessly through your message.
15. Be Funnel-Specific
Tailor your content to the buyer’s journey. Whether it’s top-of-funnel awareness or bottom-of-funnel conversion, align your offers to their stage of readiness.
Final Thoughts: The Human Touch Wins
Good B2B content stands out by connecting. It’s not about flashy visuals, corporate jargon, or relentless selling. It’s about understanding your audience, speaking to their challenges, and building trust through authenticity.
So, next time you’re creating B2B content, ask yourself: Is this good enough to make someone feel seen and understood? If the answer is no, it’s time for a rewrite.
Why good content is hard to do—and bad content is easy
Incorporating clarity, value, cohesion, specificity, differentiation, usefulness, and funnel specificity just in one piece of content is time intensive. But content creation is only a piece of the puzzle. You could have good content all over your site, but if you have no strategy to actually do anything with it, you’re potentially wasting your time. It’s important not to confuse good writing with good performance. While they are complementary, good content doesn’t necessarily lead to a good performance. (Though bad content is much more likely to lead to bad performance.)