The 3 secrets to creating exceptional B2B content

Most B2B brands are adrift in a sea of mediocrity

You already know how important content is for your business. But it’s hard to stand out when everyone is saying the same things. So how do you create content that truly is exceptional?

Simply trying to be “different” won’t earn you the kind of loyal customer base you crave. Instead, it can come off as affected and insincere, leaving your audience rolling their eyes instead of hanging on every word.

But what if there was a way to create content that authentically expressed your brand and that your audience would love? The oft-overlooked key is to let your brand’s personality shine through — and don’t be afraid to turn a few people off. The people who appreciate your content will stick around, and the rest will move on.

The fact is, most businesses are afraid to show their true colors in their messaging and content. They play it safe instead. Playing it safe isn’t just risky — it’s a missed opportunity to connect with your audience on a deeper level.

The brands that truly stand out don’t just show up with valuable information — they bring themselves. They connect more deeply with their audience because they have a unique voice. They aren’t afraid to take risks, be bold, and even ruffle a few feathers.

How do they do it?

Superior B2B content is simple as ABC

If you want to create exceptional content that resonates with your audience, follow The Cocky Writer’s ABCs of Superior Content:

AAudience: Know your audience forward and back. Identify your ideal customer and focus relentlessly on fulfilling the needs of everyone involved in the customer journey. Make their lives easier and more delightful at every touchpoint. Ask yourself:

• How can we get to know our ideal customers better?
• Have we segmented our audience so we can better target our content?
• What non-obvious needs can we fulfill for our audience?
• How can we make their lives better in ways not specific to our products?
• What can we learn from folks who love our competitors instead of us?
• How thoroughly have we mapped the customer journey? What did we miss?
• What brings our audience joy? How can we create content that delights them?

BBrand: Define and document a brand personality that codifies your brand’s values, voice, positioning, purpose, style, and uniqueness. Then, always communicate through that personality lens. Answer these questions:

• Have we formally defined our brand’s personality?
• What do we stand for as a company?
• Does our personality adequately reflect our values and purpose?
• What makes our brand unique? How do we express our uniqueness?
• Do we have strong value propositions for the company and all our products?
• Can we be more personal, human, and authentic in our content?
• How might we be more bold or brave with our message?

CCraft: Be impeccable in crafting your content. Hire or outsource for talent that marries excellence in journalistic writing, persuasion, and storytelling with deep subject matter expertise. Invest in simplifying, cultivating clarity, and infusing personality. Consider these questions:

• Where can we remove jargon and insider language in our content?
• Could our content be more readable? More scannable? Shorter?
• Have we sacrificed clarity and conciseness in an attempt to sound smart?
• Do we have a process for infusing personality into our content?
• Are we guiding our content creation with a messaging framework and brand story?
• Do we have the right mix of talent on our team to execute our content vision?
• Could we benefit from outside help? (Hint. Hint.)

While we’re on the topic of ABCs, let’s take a joy break and delight in one of my all-time favorite videos: Queen Patti Labelle singing the ABCs on Sesame Street. Why? Because Ms. Patti resides in the Cocky Hall of Fame and you deserve to enjoy a two-minute break that will put a great big smile on your fabulous face. If I’m lucky, it might even help you remember The Cocky Writer’s ABCs of Superior Content.

How much fun was that? I could watch it over and over. I do!

Anyway... The bottom line is that exceptional content isn’t just about writing well. It’s about expressing your unique brand and connecting with your audience in a meaningful way. So if you want to create superior content that really stands out, be sure you cover the ABCs: Audience, Brand, and Craft.

Want good things to start happening?

Content superiority brings big benefits

Creating and sharing content infused with your brand’s unique personality is one of the most effective ways to build a loyal and engaged following.

By tapping into your brand’s distinct voice and injecting it into all of your messaging, you will instantly resonate with the people who are most aligned with what you have to say. You’ll attract best-fit clients, customers, and employees more readily due to the signals you’re sending and the strong connection you’re building with your audience. You’ll also be able to create content that truly stands out.

In time, you will earn a reputation as a thought leader within your industry — known for creating inspiring and original work that makes people think twice. With this approach, you will command respect and admiration from others in your field — even ones who don’t necessarily agree with you — and garner recognition for being courageous enough to express yourself without fear or reservation.

So what are you waiting for? Start applying these secrets today and bask in the benefits of being a cocky content leader.