Dive summary:
- First rule: Be concise. Your readers are busy professionals, so get to the point quickly. Can you take your 5 paragraphs down to 3 and still get the point across? Then do it.
- Second rule: Know your target audience, tell them they're not alone. Your content should be written to a specific type of reader, but don't make them feel like they're part of a small group. Aim to write specific content that addresses their problems, yet makes them feel like part of a larger community.
- Third Rule: Don't forget your SEO! While you don't want to overdo it with keyword stuffing, you do want to include key terms that make your content discoverable to the audiences you're targeting.
From the article:
A while back, I discussed how to use humor in your social media communications, and why it works. However, when you delve into the world of Business-to-Business (B2B) communications, a lot of rules, regulations, and seriousness must be applied. Comparatively, the world of Business-to-Consumer (B2C) marketing has a much higher ‘fun factor’ when it comes to communications.
Working in the B2B sector doesn’t mean that your communications have to step into the realm of boredom, though. In fact, if you apply the following...
