When article marketing first started shaping the digital landscape for B2B and B2C content, the language writers used shifted too. Many of them no longer billed themselves as writers; they were now content creators. Those shifting linguistic sands reveal a move away from narrow, isolated communications and toward a more holistic view of everything a company does to create a seamless digital and real-world presence. From that standpoint, content is a great thing. It’s inclusive enough to incorporate video, Pinterest, Instagram, infographics and other tools to get your message across in more than words. Content is writing’s revenue-friendly cousin. Content’s only missing one thing, in fact: passion.
Feeling the Passion
The Beatles didn’t sing about wanting to become a paperback content creator. No one calls a gripping novel, a moving opinion piece or lyrical poetry content. Writers write because they care passionately about the story they want to tell or the imagery they want to create with their words. Niche bloggers don’t devote hours every week lovingly discussing game consoles, gardening or golden retrievers because they want to produce content. They do it because they feel impassioned enough to share their thoughts on their favorite topics. That fervent devotion to a subject brings them an audience – an audience that feels just as enthusiastic as their favorite writers do.
You and your content writer can translate that kind of passion into business content, but only if you nurture that drive to create and share information about your subject. Everything from your SEO content to your social media presence to your email newsletter should contain information you and your writing team can’t wait to share with an audience that’s equally enthusiastic. We write about writing here because it’s what we love to do, not to fill space on the page.
As writers and content creators, we can tell you it’s easier to write compelling prose about some subjects than it is about others. Anyone who tells you that writing about electronic components can be just as emotionally charged as writing a good love story either has a limited understanding of romance or is a lot more interested in capacitors than anyone else in the world. That doesn’t mean B2B content writing has to be dull or dry, though. With a shift in focus and a real enthusiasm for the subject, B2B blogs, trade journal articles and industry newsletters benefit from lively writing too.
Here are some of the ways a capable writer can turn plain content into engaging writing:
- Narrative – Tell readers a story about how that product or service changes customers’ lives. When you turn the facts into a story with a beginning, middle and end, you tap into something deep in the human psyche. Narrative structures make us want to turn the page and see how the story turns out.
- Lists – You’re reading one now, and chances are good you’re going to finish reading every list item. There’s something satisfying about the organization of a written list, which is why so much content focuses on numerical lists. Top five and top ten lists naturally lead readers to the next item.
- Step-by-step instructions – Tell your readers how to do something, and you’ve earned their interest, especially if the writing catches their attention. Simple, well-organized how-to pieces are especially valuable for B2B content writers because they tie in easily with what companies have to say.
Care Enough to Share
Writers communicate their enthusiasm for a subject instead of just fitting text around keywords. The SEO content industry is full of content creators who start with keywords and retro-fit articles around them, but that strictly utilitarian, least-common-denominator approach doesn’t win you an audience. Instead, choose an SEO team that brings ideas to the table and incorporates keywords naturally. You want your writer to tell your customers, ″we have something really cool to tell you – listen, and we’ll share.
We came up with this article because we’d read one too many tired SEO pieces this morning, and we wanted to share some thoughts on how to make content better. We’re writers too, and it’s okay to express a little passion for our subject.