How to write content for a business audience

27 Jan

By Rebecca Kincade

Approximately 25% of all content that we read has been produced by companies, just like yours, as a way to build relationships with their customers.

girl writing

Hoping to reach a B2B audience? In that case you will need to adopt a corporate writing style.

Here are eight key points you should remember:

Choose wisely

Your content must have value for your readers. When selecting topics you need to decide what will be most relevant to them. What do they want to know about? What is happening in their sector at the moment? Can you provide expert analysis or future predictions on key events? Do you have any advice that will be of benefit to them?

Grab their attention

A clever title will be the hook that generates initial interest in your content. From that point you have just eight seconds to reel your reader in. Your first paragraph must not only summarise what your blog will do, it should also sell what is coming next.

Get to the point

You are writing for busy people. These people are likely to be bombarded with marketing material every day. Your style needs to be to the point, informative and succinct. Personal stories, frivolous questions and long drawn out analogies won’t be welcomed by this audience.

Avoid jargon

Jargon and highly technical information will quickly lose your reader. These are people that don’t have the time to look up terminology on Google. Take complex material and make it easy to understand, without being patronising. Turn the mundane into the readable.

Face the facts

With a corporate style you can’t simply waffle. You need to know your facts and write with authority. If you have used statistics or quotes from other sources, hyperlink back to the original post.

There, their, they’re

Few things diminish the credibility of your work faster than a typo, grammatical error or spelling mistake in the middle of a blog. Read over your work and then send it over to a colleague to proofread it through once more.

Paint the picture

Charts, images and infographics will help to break up your text and convey your point. They will also stay in the mind of your readers for longer. If your content is longer than 300 words I would recommend introducing subtitles as a way to draw your reader’s attention to key areas.

The rule of one

To stop yourself from getting carried away, follow the rule of one. Cover only one thought per sentence and one theme per paragraph. Don’t try to squash everything in at the very beginning.

Be consistent

The content that you put out on a blog must be in line with how you wish to be seen across every marketing channel. If you are sending out quirky promotional material but choose to adopt a corporate style for your blog, it will look out of place.

photo credit: Dia™ via photopin cc

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