Yes, your audience might wear suits and speak fluent spreadsheet, but they’re also humans who scroll memes, binge Netflix, and cringe at corporate jargon just like the rest of us.
So why is so much B2B content still soul-crushingly dull?
If your marketing feels like Bob’s notes from the mandatory HR webinar—dense, dry, and a little bit dead inside—it’s time for a refresh. Here’s how to raise the bar and create content that actually connects.
Tell better stories
No one remembers a list of features—but they do remember a good narrative. Turn customer successes or industry challenges into compelling stories with clear stakes and real people.
Let’s be honest—no one lies awake at night thinking about your product’s features. But they will remember how your brand helped a business double revenue, solve a costly problem, or navigate a chaotic industry shift.
Humans are wired for story. In a B2B context, storytelling helps your message cut through complexity and stick. It gives life to otherwise abstract offerings—whether that’s software, consulting, or cloud-based services.
How to do it:
- Use case studies as mini-hero journeys: define the challenge, the tension, and the resolution.
- Focus on real people and real stakes—not just outcomes, but emotions and impact.
- Replace “we help businesses achieve efficiencies” with “we helped Sophie stop drowning in spreadsheets and reclaim 10 hours a week.”
Show Some Personality
Professional doesn’t have to mean personality-free. Yet so many brands write like they’re afraid of sounding human. Your audience doesn’t want to read a whitepaper written by a robot.
Personality makes your brand memorable. It helps your content stand out in a sea of sameness and builds trust—because people buy from people, not faceless entities.
How to do it:
- Define your tone of voice early. Are you bold and cheeky? Calm and clever? Quirky but authoritative?
- Write how you speak. If you wouldn’t say it out loud, don’t put it in your content.
- Ditch the jargon. No one’s ever been emotionally moved by “synergistic value alignment.”
Be Genuinely Useful
We’ve all clicked on a blog post that promised insights… and delivered five paragraphs of generic fluff. Your audience doesn’t need more noise—they need help.
Useful content builds trust. It positions your brand as a valuable resource, not just another business trying to sell something.
How to do it:
- Answer real questions your audience has. Think: “How do I…” or “What’s the best way to…”
- Focus on outcomes, not just observations. Trends are fine—but what do they mean for your reader?
- Make it skimmable and practical: clear headings, bullet points, and actionable takeaways.
Strategically Use Emotion
Yes, even the most data-driven CFO buys with emotion first. We’re not saying manipulate—just relate.
Emotions drive decisions. Logic supports them. In B2B, where purchases involve risk, budget, and reputation, the emotional stakes can be high—even if no one admits it.
How to do it:
- Identify the emotional layer behind the business challenge. Is it stress? Fear? Ambition? Relief?
- Use language that speaks to those emotions—not just technical benefits.
- Position your offering as the answer to something deeper than “streamlined processes.”
So, Where to From Here?
If your content doesn’t feel valuable, real, and aligned with your brand personality—it’s time to rethink your approach.
Here’s a quick checklist:
- Story over specs
- Personality over jargon
- Value over fluff
- Emotion over cold logic
B2B doesn’t have to mean boring. It can be bold, clever, helpful, and even fun—as long as you remember who you’re really talking to.
The bottom line: if you wouldn’t engage with your own marketing, why would anyone else? Let’s raise the bar 🏋🏽
