Executive Briefings

Sorry, But Your B2B Marketing Content Is Soooo Boring

At the heart of good content marketing is good content. At the heart of good content is good writing. At the heart of good writing is compelling, irresistibly persuasive tone. So why does so much B2B copy sound the same?

Sorry, But Your B2B Marketing Content Is Soooo Boring

There's no reason for B2B brands to be boring. Sure, they might have a smaller, more select audience, and write about niche topics, but that’s no excuse for content that doesn't engage or excite.

The abbreviation B2B doesn't help. Business-to-business marketing isn't what it purports to be. Nobody actually sells to a business – we're always selling to people. The truth is that all B2B marketing is B2C marketing because ultimately, everyone is a consumer.

B2B professionals are just consumers who happen to have niche technical knowledge or corporate need. Much like a B2C audience, they buy into brands that communicate clear benefits and leave a lasting emotive impression.

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There's no reason for B2B brands to be boring. Sure, they might have a smaller, more select audience, and write about niche topics, but that’s no excuse for content that doesn't engage or excite.

The abbreviation B2B doesn't help. Business-to-business marketing isn't what it purports to be. Nobody actually sells to a business – we're always selling to people. The truth is that all B2B marketing is B2C marketing because ultimately, everyone is a consumer.

B2B professionals are just consumers who happen to have niche technical knowledge or corporate need. Much like a B2C audience, they buy into brands that communicate clear benefits and leave a lasting emotive impression.

Read Full Article

Sorry, But Your B2B Marketing Content Is Soooo Boring