Pitfalls to Sidestep in B2B Writing

B2B writing may be tricky to master for inexperienced writers, as it follows a different logic than that applied to creative writing.

• Business as usual’ is the approach that applies to B2B writing no less than it does in anything associated with the modern organizations of today.

With the rise of AI and — especially — the trend to skim through text, writers need to stay focused. The first rule is — avoid fluff. Repetition and beating around the bush simply won’t do, but that much should be clear to anyone.

Lack of Clarity is the First Pitfall to Avoid

Fluff isn’t only unprofessional; it’s also pointless. B2B writing appeals to people who know exactly what they’re looking for, and value precision.

Clear sentences and short paragraphs are typical. Straight answers to the questions raised are also common.

E.g., if you’re writing about a product, focus on the benefits and value it creates rather than on its features.

"When a person does not understand something, information is nothing more than random data. Even short messages can overwhelm people if the meaning is not clear. In advertising, this is often caused by too many writers working on a single project—a sure way to muddle a message. It is also caused by regurgitating facts without understanding them, by not having a tangible purpose for the writing, and by striving to impress rather than communicate." - Forbes

Avoid Jargon Overload

While industry-specific jargon does demonstrate the writer’s knowledge, using too many of these terms is certain to alienate readers unfamiliar with the terminology.

In other words, before you even start brainstorming your draft, familiarize yourself with the audience. Content targeting a wide audience from different walks of life needs to provide necessary explanations for target terminology.

On the other hand, if the content is intended for professionals, terminology needs to be placed strategically to avoid fluff. Explaining the obvious is not recommended, as the content may appear generic.

• Generic’ is also the new normal. With AI being used left and right to generate content, many writers think that actual niche-specific knowledge doesn’t matter anymore.

Need we say that’s nonsense?

Also, another instance of overusing jargon is when the writer wants to obscure the detrimental effects of the topic.

"Sometimes people default to jargon when they have something to hide. We often see this when companies refer to cutting jobs (that is, making people unemployed) as ‘downsizing’ or ‘rightsizing’." HCA Mag

Inconsistent Tone is a Real Culprit

Maintaining a consistent tone throughout your writing will help you establish yourself as a professional. The same applies to brands. Businesses that take care of consistency can easily build a desirable image.

Once again, ‘generic’ is the occasion to avoid.

According to a recent study by Corporate Visions, just 29% of writers implement a message development process for marketing and sales content. 35% have a formal process but they’re not consistent in applying it. 13% have a formal process that’s rarely followed due to a lack of accountability. 12% don’t have a formal process. 11% write at random, not even knowing what’s expected of them. 58% rely on templates and tools to keep messaging consistent.

Formatting Matters

One of the commonly neglected pitfalls when writing B2B is poor formatting. It’s become an unspoken rule that text should be broken up with visuals and bullet points.

If you’re an avid reader and enjoy books, this may seem outlandish. Nevertheless, do it. Literature fans go elsewhere for enjoyment; B2B writing is impersonal and businesslike.

Also, many readers access content on their mobile phones.

"First, your B2B content needs work because it isn’t written with the reader’s content consumption preferences in mind. Meaning, if your content is written in a format with large, sprawling paragraphs, but your audience primarily uses their phones to read content, you’ve lost a reader because the content is difficult to consume." - Forbes

Factual Errors Are Omnipresent

Factual errors in B2B writing have become more common with the rise of AI. That’s why it is paramount to double-check the facts before your content goes live.

A survey performed by WorkWeek shows that there’s a growing mistrust in B2B content. The chief culprit is — a serious lack of trusted information sources.

"Respondents also ranked SaaS companies dead last in ‘sources of information you trust’, and 55% agree that B2B content tends to "look and feel the same." - Work Week

Failure to Showcase Expertise

Finally, businesses that fail to establish themselves as industry authorities can’t hope to appeal to their target audience even when their content is perfect. The WorkWeek study mentioned above also found that readers tend to trust third parties more than companies.

This is troublesome indeed. Repetition is one of the reasons and the other one is — SEO optimization.

Everything considered, it’s safe to say that people are tired of being served the same ol’ content that ranks well. They’re looking for an authoritative tone of voice, expertise, and empathy. If you manage to combine all that while avoiding fluff, your content will stand out.

Angela Ash is an expert writer, editor and marketer, with a unique voice and expert knowledge. She focuses on topics related to remote work, freelancing, entrepreneurship and more.