I recently responded to a reporter’s request for input on how to make business-to-business (B2B) content more memorable. It’s a great question, especially in a generative AI (GenAI) environment where an increasing amount of content is being generated by GenAI tools, rather than humans.
That automatically makes any content that you generate generic and marginally useful. Dare to be different! Here’s how.
The #1 Rule: Keep Humans in the Driver’s Seat
Our #1 tip for making B2B content more memorable: make sure humans are writing it! That doesn’t mean that you shouldn’t use GenAI tools as part of the process. We do.
How to Use AI Tools the Right Way
We use these tools for research, to help create outlines, to suggest headlines and subheads, to proofread/edit and offer suggestions for recommended improvements, to recommend hashtags and create meta descriptions—and even to help us generate HTML code for websites and landing pages.
But we don’t, and you shouldn’t, use GenAI to actually write your content. Leave that to the humans.
And here’s what those humans should be doing as they create content designed to really resonate with their audiences:
6 Additional Essential Steps for Creating Memorable B2B Content
1) Understand your client’s objectives/goals clearly and as precisely as possible.
2) Understand your audience’s interests, needs, and pain points.
3) Turn features into benefits—it’s not about the razor, it’s about the clean shave the razor provides.
4) Convey how the benefits your brand offers are different or better than what competitors have to offer (and keep in mind that “competitors” are really “any other alternative” to what you have to offer.
For instance, for healthcare organizations that could be asking your mom for advice or doing a Google search. The bottom line: focus on conveying to your audience why they should pick you.
5) Offer proof points—these might include studies/data, testimonials, video demonstrations, etc. Basically, you need to back up what you say with evidence.
6) Always, always tell the truth. It doesn’t help you out even a little bit to use false claims; if someone buys based on those false claims they’ll only buy once and then they’ll spread negative word of mouth about you.
Here’s the thing about these essential steps: they haven’t changed since I first learned the basics of effective copywriting many years ago.
Standing Out in a Sea of Sameness
These are the basics, but I believe that following the basics can go a long way toward standing out in today’s market—especially in a time when more and more people, including professional writers, are turning to GenAI tools to do the work for them.
The bottom line: You don’t want to be like, or sound like, everyone else.
You want to stand out in meaningful ways based on your audience’s needs and interests.
We can help!
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create, and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation, we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and X presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.
(Strategic Communications is a Qwoted affiliate. Right now, it’s the only app/product we’re an affiliate of. Why? Because in our work, we find it to be the most reliable for finding and vetting sources that are relevant to the work we’re doing, and for reaching out to journalists and reporters to get PR for ourselves and our clients. Highly recommend! Use code LINDA for $50 off your first month.)
