B2B writing5 B2B writing myths, dispelled

Is your content marketing perfectly tailored for your audience? It’s easy to fall foul of a few common mistakes when writing about your business.

So to give you a helping hand, let’s check some well-trodden misconceptions that need to be dispelled:

#1 Write in paragraphs.

It’s time to ditch the traditional paragraph structure in B2B writing. Writing clearly structured paragraphs is good in essays, but bad for business. Shorter, punchier sentences resonate far more with a modern audience. Why else would Twitter’s limit of 140 characters be so popular?

#2 Write in-depth, at length, about everything.

An email packed with information is an email ignored. As the old adage goes: throw me a ball and I’ll catch it, throw me three and I’ll drop them all. Accept that they won’t study your email content and write for a reader that’s busy, with only the time to scan the information quickly.

#3 White space is bad.

Like a breath of fresh air or a walk in the park, white space is good for you. Learn to love it, because your readers do.

#4 Save your point until the end.

Delaying the point until you reach the end of your writing is a common habit because it’s been well reinforced in most of us. The problem is, this practice leaves modern readers cold. Don’t bury the purpose of your content at the end. Be up-front with your reader about what you want them to do. In fact, be proud of it.

Don’t be afraid to repeat this point throughout. You’re more likely to get click-through if you imbed and reinforce the idea, than if you instead save it to the end.

#5 Assume your audience will read the whole thing.

Most of us write with the expectation that someone, somewhere, will read our work in its entirety. For content marketers, the truth is far from this. You should tailor your writing for a busy, distracted reader. It’s far more likely to produce a conversion.


Now you know the above, you may want to read our other blog, 3 Online Tools That Will Sky-Rocket Your Content Writing.

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