Applying a journalistic mindset to write better B2B content
Want to craft content that actually lands with your buyers? Time to start thinking like a journalist.
“When a company’s thought leadership is strong, brand recognition matters less.”
According to research from Edelman, that’s the case for over half of B2B decision-makers and gives a key insight into what buyers want today.
Especially for hidden buyers — the unseen stakeholders in finance, legal, or operations — 86% want perspectives that challenge assumptions, 91% want insights that uncover unseen risks and opportunities, and 60% want something unique.
The best way to achieve all of that, and turn samey sales content into something that converts? Start approaching content creation like a journalist.
Don’t be afraid to ask tough questions
It’s a journalist’s job to ask tough questions and dig deeper into topics to uncover new information or fresh perspectives. Instead of just repackaging surface-level information everyone else is talking about, think about dedicating some of your content strategy to going further, and asking the difficult questions your buyers want answers to.
Are there any industry changes happening that people should be worried about, and how should they navigate them? What frustrations and challenges are your customers running into? Do you think there’s something your industry could be doing better?
Just because the questions are tough doesn’t mean the answers won't be positive. Instead, it’s an opportunity to offer a fresh perspective, teach your readers something new, and position your organization as people in the know.
Make the most of multiple sources
Read any piece of decent journalism and you’ll notice one thing: it’s written with the help of multiple sources. Those sources could be interviews, press releases, studies, reports, websites, or something else. Whatever they are, the best pieces note more than one.
There are a few reasons for this. It can help create a fuller, more comprehensive picture of what you’re talking about, reduce bias by bringing in different perspectives, and help your business appear more credible because you’ve taken the time to unpack the topic.
If you do the same, that journalistic mindset won’t just improve your content. It’ll do wonders for your business.
Fact-check everything
This article was not created with AI, so we know exactly where the stats have come from and the sources that we’ve pulled into the research to put the feature together.
If you are using AI, even just for research, do some investigating and make sure everything that’s been pulled into the feature is factually sound. It’s not a good look to put out inaccurate information and with platforms like LinkedIn launching a ‘Seems like AI slop’ button, your credibility is on the line.
Even if you’re not using AI, don’t just include the first statistic that pops up at the top of Google. Take the time to find the source, check out the original report, and verify that what you’re putting out there is accurate.
Getting original interviews and quotes
In B2B marketing, thought leadership is on the rise. Specifically, thought leadership that comes from real people, and feels authentic and personal. Recent research suggests that 97% of B2B marketers say it’s critical to full-funnel success and 75% of all LinkedIn citations now come from individual member profiles.
In short, people want to hear from other people, and a great way to do that is with original interviews and quotes. Journalistically, interviews also introduce another voice on the topic, and let you share a perspective, story, or insight that adds real weight and credibility to what you’re saying.
You could do this by connecting with experts outside of your organization or leverage the insight of your own talent by introducing employees as thought leaders in their own right.
Strong headlines and hooks
If there are a few things a good journalist needs to master, it’s headlines and hooks.
A headline's got to be clear, short, and offer immediate value or intrigue, so a reader wants to keep reading. The hook is the thing you’re going to hang your story on. It’s the opener, the angle, and should be written to get to the heart of why someone needs to care about what you’re saying now.
For some, that hook could just be a moment in time, like a holiday or milestone. For others, it could be a surprising statistic or quote (like the one at the top), a personal anecdote, hot take, or a response to something that’s happening in the news.
Regardless, the headline and hook should come together to do one thing: get people invested in what you have to say.
Need help breaking your next big B2B story?
Our team of content experts are ready to combine deep research and sharp copy to put your insight above the competition. Reach out to see how we can help.