Words in Effect, LLC

Becky Tumidolsky, B2B Content Writer

Audience Engagement

5 Reasons Your Business Needs a Ghost Blogger

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5 Reasons Ghost Blogger

 

“How do you feel about ghost blogging?”

This question was posed to a panel of experts at this year’s Content Marketing World in Cleveland. As an anonymous writer of B2B blog posts, I attended the session as a fly on the wall. Surrounding me were corporate and agency marketers who struggle with whether or how to outsource content writing.

The five panelists, including representatives of The Daily Beast and LinkedIn, tackled ghost blogging from two angles.

First, from an ethical standpoint: Not one marketer on the panel objected to ghost blogging. If the information and ideas are the brand executive’s, they argued, ghost blogging isn’t problematic. The writer simply helps communicate the company insider’s perspective in the most fluid, engaging, effective way possible.

Second, from a practical standpoint: For time-starved professionals whose specialties lie outside the realms of language and composition, ghost blogging is essentialthat is, if brands are focused on content quality. On this point, the panel was in complete agreement.

 

Not Sure You Need Blog Writing Help? Consider Your Limitations.

Even if you’re a C-level executive, subject-matter expert, or marketing professional with decades of experience, you may lack the very things you need to blog well. These include time, writing chops, passion for the task, and a fresh perspective.

Here are five reasons I would hire a ghost blogger if I were in your shoes.

 

1. You’re Too Close to the Topic.

Every day, you dwell deep inside your own bubbleyour particular industry, brand, company position, and knowledge base. Your audiences aren’t there with you. They have their own personal and professional concerns, and they may not speak your language. You have to meet them where they are, translating your expert knowledge in a way that resonates.

Do you know how to build that bridge? A professional ghost blogger builds it routinely.

 

The curse of knowledge is the single best explanation of why good people write bad prose. It simply doesn’t occur to the writer that her readers don’t know what she knows . . . . And so the writer doesn’t bother to explain the jargon, or spell out the logic, or supply the necessary detail. Steven Pinker, Johnstone Professor of Psychology, Harvard University

 

2. You’re Not a Writing Expert.

Good writing isn’t a mechanical output. Nor is it a random spark of genius. It’s both science and art, reflecting a sharp eye for grammar and a talent for assembling words and sentences in a crisp, fluid, compelling way.

As writing experts, ghost bloggers bring three things to the table: 1) a hard-wired desire to write; 2) sensitivity to readers’ concerns; and 3) years of experience fine-tuning their craft. This combination is uncommon. So are the results a ghost blogger can help you achieve.

 

3. You’re Too Damned Busy.

Your core business is your primary concern. Your daily responsibilities are all-consuming. So you shoehorn in a few minutes of blog writing time and sprint to the finish.

But here’s what you may be neglecting:

 

  • Editing for embarrassing mistakes
  • Strengthening your hook
  • Cutting the fat
  • Clarifying important points
  • Reorganizing for better flow
  • Looking for ways to go bolder and deliver more value

 

If you don’t have time to write and edit well, your blog posts will fall flat. And they won’t advance your business goals one iota. Better to hire a writer who’s dedicated to helping corporate blogs achieve peak performance.

 

Business owners and marketers are naturally a take-charge bunch. We hate asking for help. But at times, it makes sense to free up time that is better invested elsewhere. Stan Smith, Pushing Social

 

4. You View Writing as a Chore.

If you dread the writing process, you’re less likely to go the distance it takes to achieve something great. Ask yourself this: How far will you go beyond the first draft? How many editing passes are you willing to make? How well do you think will your post will be received,and how deeply do you care?

Your heart needs to be in the act of writing itself, not just the topic you’re covering. Otherwise, you should outsource to a professional writer who lives and breathes this stuff.

 

5. You Could Use a Fresh Point of View.

Seasoned content writers think strategically, all the time. No blog post is an island; it’s part of an ongoing conversation between you and your prospects and clients.

If you find the right ghost blogger—someone who’s committed to partnering with you long term—he/she can really shake things up by:

 

  • Studying how your blog has evolved over time, how you’ve promoted your blog across social channels, and how audiences have responded.
  • Following competitors’ blogs to identify untapped opportunities and help you draw clear distinctions.
  • Taking the conversation in new directions to improve audience engagement and bottom-line results.

 

As a professional writer, marketer, strategist, and brand ambassador all in one, a ghost blogger can be a tremendous asset for your business. Ghost bloggers do all the heavy lifting, entirely behind the scenes. They don’t care about bylines; their satisfaction comes in helping brands and leading executives connect with more people, more powerfully and lead the conversation in their industries.

 

What Are You Waiting for?

What reservations do you have about outsourcing your blog? What types of outsourcing experiences have you had (good, bad, or ugly)? Let’s start a conversation below.

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

How to Write B2B Content People Will Take Seriously

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B2B Content People Seriously

 

 

Have you ever read B2B content you didn’t take seriously?

Of course you have.

It could have been the little things, like misspelled words or homophone confusion.

It could have been bigger things, like lackluster visuals or confusing jargon.

Or it could have been big, nasty things, like:

  • a topic that’s been beaten to death;
  • a sales pitch disguised as helpful or newsworthy content; or
  • an argument that lacks meaningful support.

Now, let’s turn the tables. Has your content ever fallen short of your ownhigh standards? Of course not (wink, wink, nudge, nudge).

 

Cursory Content Tells Audiences, “You’re a Low Priority.”

If you’ve ever hit “publish” just to get a few points on the board, you’re not alone.

We content creators all want meaningful engagement. We take pride in showcasing our expertise. We delight in sharing our passion for solving customers’ problems. But it’s really hard to carve out time for a five-star blog post or presentation, let alone a sustained creative effort.

So, what’s the answer? Should we eke out whatever we can, as quickly as possible?

Here’s the problem with that approach. When marketers don’t take content writing seriously (“We don’t care enough to do content well”), audiences don’t take brands seriously (“They don’t care enough to serve us well”).

Nothing lost in translation there. Your prospects are getting the message, loud and clear.

 

5 Critical Do’s for B2B Content Marketers

Here’s a handy list, along with some inspirational resources, that can help guide your future content efforts.

 

#1: Be Bold. Be Brazen!

You’re a disruptor at heart. You know where your industry is failing customers, and you have the formula for change. You’ve got the talent, capabilities, and success stories to back up your brand promise.

But does your content reflect all that? Is it bold, just like your brand? Or is it safe and boring?

I’ve encountered few marketers more brazen than Scot McKee of Birddog B2B. I love his brutal honesty. It’s clear where his passion lies: helping brands smash through the clutter. Check out“The Long Talk,” Scot’s take on the myopic thinking that limits B2B brands’ creative potential.

 

#2: Make Them Laugh (with You, not at You).

I’ve written before about the 5 key benefits of using humor in B2B content. One thing I would add this time around: People love sharing funny content. All people. Yes, even the B2B buyers you’re targeting.

If you understand the irritations that plagueyour buyers, you have all the material you need. Laughter is terrific medicine; by making audiences laugh, you’re providing welcome relief. You’re also demonstrating your empathy, which wins people over fast.

Think you have a boring brand? Can’t think past sell sheetsand white papers? Read Humor and B2B Marketing: A Love Story by Ann Handley.

 

#3: Be a Friend, Not an Entity.

A warm, conversational tone. Relatable stories and experiences. What’s not to love?

When we reveal our inner selves in our content, we’re touching human beings who happen to be decision makers, not the other way around. B2B marketers who dare to be authentic and vulnerable are still a rare breed. Thus they’re more successful at generating interest, forging connections, and building trust.

Here’s a great example of authentic content: What If PR Stood for People and Relationships? a manifesto for building relationships in the digital era, a highly successful eBook from Cision (with Brian Solis of Altimeter Group).

 

#4: Flex Your Intellectual Muscle.

Everyone wants to be a thought leader. Few, however, accomplish this goal. To have any hope of success, you have to delve deeply into the issues your customers and prospects face.

Take a look at the content you’re producing, and ask yourself:

  • Are we merely providing data, or are we using it to tell a larger story?
  • Are we challenging conventional wisdom in our industry?
  • Are we simply defining our niche, or are we communicating a vision?

Dr. Liz Alexander, cofounder of Leading Thought, helps companies around the world become industry-leading influencers. You can read my interview with her about what thought leadership is (and isn’t), or you can read her post “8 Reasons You Really DON’T Want to Be a Thought Leader.”

 

#5: Edit Like a Maniac. And Not Just for Errors.

Maybe you’re like me: you edit as you write. But that’s not good enough. Make several passes after you think you’re satisfied. Scrutinize every detail.

  • How’s your hook? Could it be simpler? Funnier? More intriguing? Give audiences a reason to care about what comes next.
  • Spelling, punctuation, and grammar—yeah, you know the drill.
  • There can be no doubt about the use of a word. If you’re the least bit hesitant, choose a different word.
  • Language must be clearandconcise. Trim the fat, then trim again.
  • Flow is everything. Give audiences the gift of an effortless read. If anything trips you up—a phrase, a sentence, a paragraph, the way you’ve organized your thoughts—do whatever it takes to get the flow just right. This could require shortening, rewording, or ditching a sentence. Breaking up or reordering paragraphs. Or scrapping an entire section altogether. (Painful, yes. But content that bombs is 10x more painful.)

Copyblogger has a wealth of great posts on this subject. Here’s one by Stefanie Flaxman, Copyblogger’s editor in chief: “15 Copy Editing Tips That Can Transform Your Content into Persuasive and Shareable Works of Art.”

 

What Critical Do’s and Don’ts Would You Include?

When you’re out there consuming content, what makes you roll your eyes? Slap your forehead? Wish you could get those precious minutes back?

I’d love to know your thoughts on this topic, this post, or anything else related to B2B content writing. Let’s start a conversation in the comment section below.

 

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

How to Write Top O’ The Funnel Content That Works Like a Charm

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Top O The Funnel Content

 

Are you a marketer who’s hoping to luck out with your next piece of brand awareness/attraction content?

Well, I’m afraid luck has nothing to do with it.

As a B2B content writer, I’ve spent many years at the Top O’ The Funnel, where articles, blog posts, presentations, and similar forms of content reside. The Top O’ The Funnel can be a magical place full of wonder and charm. Or it can be a no man’s land—dull, desolate, and depressing.

It all depends on the caliber of content you’re producing.

Great Top O’ The Funnel content lights a spark, lingers in the consciousness, and draws prospects closer.

Bad Top O’ The Funnel content (a broad category that spans from mediocre to tragically funny) leaves audiences wondering why they bothered. And the “thud” you hear—the sound of content falling flat—makes you feel like you’ve wasted your time, resources, and creative energy.

So what makes the great stuff engaging and effective? What makes the bad stuff annoying, cringeworthy, or forgettable?

I’ll break it down for you here.

 

The Hallmarks of Great T.O.T.F. Content

Top O’ The Funnel content is not, “Here at Company X, we’re industry pioneers. We do great things for our clients. And we continue to earn recognition and respect.”

In other words, content is not copy.

Top O’ The Funnel content differs from traditional marketing copy (say, a print ad or brochure) by way of the personality it conveys and the feelings it inspires.

Ideally, when you sit down to write T.O.T.F. content, you’re launching from an emotional place (passion and empathy) rather than your knowledge base. Your aim is to build a relationship, not spout impressive facts. You’re letting yourself be human—and vulnerable—to touch your prospects more deeply.

Here are the four characteristics of Top O’ The Funnel content done right.

 

Easily Digestible Format

You could be the most eloquent public speaker in the world, translating your subject-matter expertise with skill and finesse. But if you made your way onstage in a tattered, ill-fitting suit and cheap shoes, no one would take you seriously.

How you present your brand is critically important. Here I’m referring to organization and appearance—the look and feel of your content.

  • Are your accompanying photos/graphics first class and customized to represent your brand?
  • Is your content broken up into scannable portions?
  • Does the text flow easily, both visually and logically?
  • Are you using subheads to clearly and cleverly convey meaning?
  • Are your spelling, punctuation, and grammar PERFECT?

If you can’t confidently answer “yes” to all five of these questions, you’re not ready to publish.

 

Ego-Free Narrative

Your prospects really don’t care about you or your brand. They aren’t interested in the office-party pictures you post or your recent inclusion on some “best of” list.

If you deliver self-centered content like this consistently, you’re making yourself—rather than your ideal prospect—the hero of your brand story.

As a Top O’ The Funnel content creator, your job is to understand your prospects’ needs, anticipate their questions, and help them overcome challenges. In essence, you’re giving audiences exactly what they want and need, no strings attached.

The message your egocentric T.O.T.F. content sends is this: “We assume you care as much as we do, or we believe you should. We lack the capacity or will to connect with you meaningfully.”

At the Top O’ The Funnel, you must take yourself out of the equation. Conceive and write content from your prospects’ vantage point. Steep yourself in their world.

  • What do they care most about?
  • What are their biggest hang-ups and turnoffs?
  • What kinds of shared experiences can they relate to?
  • What kinds of cultural references will resonate?
  • What might inspire them, make them laugh, lighten their load, or brighten their day?

If you care enough and take the time to do your homework, it will show. Your prospects will know they are driving your content efforts, and they’ll appreciate it. Thus they’ll be more likely to engage with your content, share it, and come back for more.

 

One-on-One Conversational Feel

So you’re bursting with industry expertise and dying to share it. That’s great! Be as generous as you wanna be. Just remember: At the Top O’ The Funnel, you’re not addressing your peers. The people you’re trying to reach aren’t living and operating in your industry or technical bubble.

Here’s how you can meet your prospects in their comfort zone.=

  • Distill the information and ideas they will value most.
  • Simplify your language (syntax, sentence length).
  • Illustrate by example.
  • Be warm, friendly, and conversational.
  • Add some special sauce—your unique voice. Inject some personality where you can.

In short, write like you’re having a conversation with a friend—someone you’d like to get to know better, build a relationship with, and keep around for a while.

 

Demonstrates True Thought Leadership, Where It Exists

Many of us have read this someplace: “Want to be a thought leader? Step 1: Start a blog!”

Don’t be fooled. Content is not thought leadership. Content is just a means of transmitting thought leadership in a way that serves readers.

Experts define thought leadership as a fundamentally new way of viewing the market landscape, conducting business, or solving problems. It’s the intellectual heft and courage to question, rethink, and disrupt the status quo. It can’t take root without deep, Zen-like awareness and reflection.

If your goal is to be seen as a thought leader in your industry, that’s not a marketing goal. It’s an organizational goal that requires far more than a clever campaign toachieve.

Truthfully, that bar is too high for most of us.

But if you do have something revolutionary to offer, content is the perfect means of broadcasting it—not as a subject-matter expert, but as an audience advocate.

 

How Do You Judge Top O’ The Funnel Content?

What’s your formula for outstanding Top O’ The Funnel content? What T.O.T.F. blunders drive you crazy? Please share your thoughts in the comment section below.

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

Why Military Wives Are Content Masters (and What You Can Learn From Them)

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I’m a B2B content writer. I’m also the proud wife of an Army pilot.

For a long time, I saw these as two different hats I wear. Different arenas, different perspectives. Different lessons.

Boy, was I wrong.

I had this epiphany recently, a few days after my husband said goodbye to members of his battalion who were deploying to the Middle East. I’d been through two deployments myself—first, struggling to care for a newborn; later, with two young children under the age of 5.

Those two years apart were no picnic. Time stood still for our family. My best friend was gone—and in harm’s way. I had no alpha male around to calm and collect our two boys. Or me, for that matter.

But these separations also made me a stronger person. A better listener. And, as it turns out, a better content writer.

Here’s what I learned then, and how you can apply those lessons now.

 

 

Practical and Emotional Needs: A World Apart

Military wives left to defend the home front have two layers of need. Both layers are important. In some ways, they go hand in hand.

But they can’t be addressed the same way.

One of them requires a lot more dedication and finesse.

Your prospects’ needs are layered the same way. Understanding the difference, and why it matters, is what separates great content from the rest.

 

#1: Practical (Surface Level)

Day to day during the deployment, I had a variety of practical needs. Some cropped up suddenly, some were anticipated, and some were ongoing.

Who should I call to fix this leaky pipe?

Who will I enlist to mow our lawn? Trim our trees?

Who can help me with the kids now and then?

I needed to find qualified, reliable people for these jobs. But that was never a problem. I’d get a good recommendation from someone. Or work out an arrangement with a neighbor. Or research top-rated service providers.

I knew I had lots of people, places, and search engine results I could turn to for practical solutions.

When someone would say to me, “I know a guy,” I felt assured.

When the guy showed up and solved my problem, I thanked him and wrote him a check. I felt relieved.

But these interactions were like Snapchat conversations. My impressions and feelings were positive, but they were fleeting.

 

#2: Emotional (Deep-Seated)

Well below the surface lay the emotional needs. These included the need to be understood, supported, and encouraged.

Talk about “pain points.” The practical stuff doesn’t compare!

Military wives are expected to carry on with a brave face while their spouses serve overseas. But here’s what many of them experience out of sight.

Anxiety. Fear.

Isolation. Sadness.

Frustration. Boredom.

Feeling like a third wheel around intact families.

Concerned about appearing needy or weak.

These emotional needs are deep and complex. They color every interaction; they inform every decision.

Not many people are capable of meeting these needs. Even fewer are willing to invest the right amount of time, thought, and energy. But the ones who do offer the most value.

How? By demonstrating insanely high emotional intelligence (EQ).

Here’s what the high-EQ individuals in my life did for me:

  • They took great interest in me, my family, and my state of mind.
  • They didn’t yammer on about themselves in an insensitive way.
  • They took the time to engage meaningfully, whether the setting was relaxed, fun, or serious.
  • They acknowledged my pain, listened well, and showed genuine concern. They made me feel special and loved.

Needless to say, we grew closer. I got to know them better. I appreciated them more.

And I raved about them to anyone who would listen.

See where I’m going with all this?

 

 

Features vs. Benefits: No Contest

 

We humans like to think of ourselves as rational creatures. [ . . . ] But when you come down to it, emotion always wins.” —Sonia Simone, Copyblogger

Your prospects have real, practical problems. And they need information, resources, and/or products to solve them.

You can provide these things. So can most of your competitors. Your practical capability isn’t your biggest differentiator.

This is why surface-level content that centers on features and ignoresbenefits is neither engaging nor effective. It just adds to the content heap.

  • It doesn’t draw meaningful distinctions.
  • It’s gleefully detached from readers’ motivations and concerns.
  • It’s tone deaf.
  • It’s completely forgettable.

When you encounter this kind of content, does it resonate with you? Does it make you want to learn more about the company? Does it draw you further down the funnel?

Likely not.

Yes, the practical stuff is important. But it’s not the primary material you should use to build content.

In fact, stop hammering away. Lose the content factory mindset.

Be a nurturer. Build relationships instead.

 

 

Outstanding Content Drills Down, Aims Right for the Core

 

When you connect your know-how and enthusiasm to your client’s desires, the magic happens.” —Henneke Duistermaat, Enchanting Marketing

Outstanding content appeals to readers’ emotions. It addressesreal pain points—the stuff that complicates people’s lives or keeps them up at night.

When you sit down to write, don’t aim to impress; aim to inspire. Be authentic. Let your passion for service and your desire to connect light the way.

This is how standout content is built. It’s how fans, brand ambassadors, and customers are won.

Quantity, frequency, variety—these aren’t important. Only empathy matters.

So go forth, and make content that matters.

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

Anatomy of a Winning B2B Blog

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B2B, blogging, content marketing

 

 

Everywhere you look, you’ll find B2B blogs in bad, bad shape. They’re tripping up. Flailing. Falling flat.

Many businesses give up on their blogs after just a few months. They tire of seeing little or no engagement after posting company updates, random reflections, or dry, insular, industry-related stuff—nothing that would interest the people they were hoping to reach.

But at least these companies were doing it! They were blogging.

Problem is, they weren’t competing to win.

 

 

Unfit B2B Blogs Are Bound to Lose Steam.

Much has been written on the subject of bad company blogs.

Barry Feldman of Feldman Creative had some fun last year eulogizing bad business blogs. With tongue squarely in cheek, he highlighted some of the worst and most common blog offenses.

 

On his TopRank blog, Lee Odden explainswhatB2B blogs need butso often lack:

A successful business blog puts a personality on the company and both listens and responds to the community. [ . . . ] If a company is going to start a blog, they should plan for success rather than treating it like a crapshoot. Commit or go home.

 

B2B marketer Carter Hostelleyputs it as delicately as he can:

We’re not saying that no one cares about how great your user conference is going to be, or your latest customer wins, or even those new exec hires, it’s just that those topics are probably not keeping your prospects up at night.

 

And this, from UK-based Iconsive:

Long words and technical posts do not make your business appear favourable to customers. In fact, people view you and your business negatively when you use language they don’t understand.

 

B2B bloggers who make these kinds of mistakes—rushing in haphazardly without knowing or considering who they’re targeting and why—will never be able to get ahead of the competition, let alone go the distance.

 

 

Is Your B2B Blog Built to Win?

Most B2B blogs feature the same standard parts (headline, body, visuals, etc.), but only a few bloggers know how to develop these parts to achieve their blogs’ full potential.

As successful bloggers can attest, a winning blog takes a lot of work. You must invest fully in giving your readers a uniquely valuable experience.

Does your blog have what it takes to break from the pack?

 

 

 

That’s how I think a winning B2B blog is built. What did I get right? What did I miss? Scroll down a wee bit and let me know!

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

10 Perfect Gift Ideas for Your B2B Content Audiences

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http://www.dreamstime.com/stock-photography-festive-christmas-gift-snow-image26291432
Are you a B2B marketer who’d like to say “thank you” to the busy, distracted, time-starved professionals who somehow manage to consume your content?

Would you like to show them how much they mean to you, and how much you care?

For starters, aim higher. Give them the quality content they deserve.

As a consumer of B2B content myself, I take timeout of each workday to read and curate fresh insights, anecdotes, wit, and debate—the kind of content I not only want to share, but can’t wait to share. Finding that one-in-a-million surprise—be it informative, quirky, or scintillating—is a real joy, because it momentarily lifts me out of my stressful daily routine.

That’s how your prospects should feel when they read your article, paper, infographic, social media post, or blog post. You’d like to think they do, because you’re creating content just for them in a spirit of selfless service. (Right?)

Regardless of your content past, ’tis the season to commit to giving the gift of great content in 2015 and beyond. Here are 10 items you’ll most likely find on your audiences’ wish lists.

 

1. Don’t try to impress. Be humble and helpful.

Are you creating content just to seem smart or relevant? If so, please stop.

Crowing about your next-generation, industry-leading awesomeness will only leave your audience feeling like a third wheel next to you and your ego.

Ditch the ego, and let your audiences decide your worth. Share knowledge and ideas freely—with your prospects at the center of your subject-matter universe—and you’ll demonstrate your passion for helping people expand their knowledge and improve their game.

 

2. Be transparent.

I understand the temptation to hurry your prospects through the sales funnel by promoting your brand in your content. Everyone wants to see a return on the content they produce. But here’s the thing: B2B content is a crummy vehicle for sales.

Most business professionals are slow and deliberate about making purchasing decisions, they recoil from aggressive marketing, and they have a keen nose for B.S. The last thing they want is bait-and-switch content (a sleek headline, the promise of useful or entertaining information without strings, and a sales pitch at the end).

If you want to earn your audiences’ respect and trust, don’t try to close the deal too early. If you do, it will backfire on your brand.

 

3. Communicate clearly and error free.

Writers like me aren’t the only sticklers when it comes to grammar, spelling, syntax, punctuation, and sentence structure. Your prospects are a nitpicky bunch, too. They see silly mistakes, confusing verbiage, and disorganized thought as a sign of carelessness and/or incompetence. They’ll make the unfortunate association with your brand. In an instant, the damage will be done.

“Write drunk and edit sober,” that famous line frequently attributed to Ernest Hemingway, is about the best (and most succinct) advice you’ll ever read. You’ll want to write without fear or shame, but you’ll need your feet firmly planted when you edit. And you’ll need to edit on multiple level—everything from spelling and readability to organization and visual presentation. You can’t afford not to.

 

4. Serve ice cream, not whipped cream.

Your audiences want to digest something that’s hearty and satisfying—something that sticks with them for a while. Weightless and fluffy won’t do the job. It’s useless and forgettable.

Do anything you can to avoid rehashing well-worn topics. If you do, offer readers a unique perspective. Don’t just regurgitate facts; take a position. Provide credible support to shore up your material.

If you invest a little more thought and effort, you may wind up creating less content. But your content quality—the bigger concern anyway—will no doubt improve.

 

5. Make your content a two-way street.

Content writing isn’t copywriting. It’s conversation. Think of it as a running dialogue rather than a static presentation.

Make sure you’re speaking directly to your buyer personas in an easygoing, relatable way, as though there’s no one else in the room. Invoke shared knowledge and experiences. Ask for feedback and perspectives. Convey your desire to learn from your audiences, too. And mean it.

 

6. Take an intellectual risk.

The rest of your industry may be thinking or doing X, but you’re tired of seeing X. You’re bursting to do Y.

So do it.

Show what makes you a leader: confidence, expertise, and the courage of your convictions. Boldly go where others in your industry won’t. Welcome resistance and debate. Field questions and counter challenges like the happy warrior you are. Your audiences will appreciate it.

 

7. Take a creative risk.

Your prospects are getting buried in a growing heap of boring, uninspired, conformist content. The risk-averse B2B marketers creating it feel bound by current industry practices or perceived standards and expectations.

The best gifts, however, are the ones we least expect.

Give your audiences a happy surprise: an off-the-wall graphic, an intriguing hook, or a dash of self-deprecating humor. Trade in your corporate voice, your stuffy suit, and your torturous heels for passion, empathy, and authenticity—you know, the stuff that makes people laugh and nod in agreement and start to think of you as a trusted friend.

 

8. Emphasize good design.

Your content needs to be as user friendly and aesthetically pleasing as it is well written.

  • Choose your image(s) wisely—no stock photos, unless you can haul them into picmonkey.com and add your own distinct touches.
  • Pay close attention to colors, fonts, and white space.
  • Be on guard for potential distractions, and eliminate them.
  • Make your content easy to scan and easily digestible by breaking up monolithic paragraphs and using subheads and bullets.

 

9. Provide real value—every time.

Content that serves as a handy, useful reference has a good chance of easing your prospects into a closer relationship with you. If done and marketed well, an eBook or white paper may just be the incentive they need to trust you with their contact information.

When your prospects do sign up, continue to treat them with respect. Don’t flood their inboxes. Only send them emails that are worth their time and attention. Your continuing purpose should be to lead your prospects down the path to improving their own lives.

 

10. Be your audiences’ biggest champion.

Work hard to understand your prospects. Be empathetic. Respect their feelings, concerns, and reservations—particularly when it comes to making leaps of trust (i.e., reaching out to do business with you) with their brand reputation and career aspirations hanging in the balance.

Ultimately, your content success depends on whether your audiences feel valued. If you show them the best side of your brand and make clear they are your raison d’etre, they may just become ambassadors or clients. And these are the gifts that keep on giving.

 

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

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