“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.” – Nelson Mandela

Improve your logistics management system to satisfy your customers’ needs

Integrate smoothly with your logistics providers from one interface; manage manifests, shipping labels, and invoices on an integrated platform; track orders across marketplaces and delivery by carriers simultaneously

Which of these do you think will attract more visitors?

The second one, naturally.

Because it fits the criterion of market-fit language more than the first one. The words added to the description address the intent of users at all levels, those who may visit your website out of general curiosity, or those who can be categorized as high-intent prospective customers.

What is language or market-fit in B2B content writing?

It is a highly critical tool in digital marketing. It implies the use of the exact, right words and language that resonates with the objectives and challenges of customers – mapping and mirroring the concerns plaguing their mind. According to an article by Matt Lerner, co-founder and CEO at Startup Core Strengths, in Review, an online magazine by VC firm First Round Capital, the words should be so incisive that when your prospective customers read, they instantly feel that you have read their minds!

This brings traction.

And this is relevant for companies across the spectrum, from startups to well-established firms. For startups, it is important because they have to cut through the clutter of noise and low-intent. They will have more visitors who are just scrolling through their websites out of curiosity. Language is then an incisive tool in converting this low-intent segment.

Hence, it is important to prioritize language/market-fit right from stage one, and not see it as relevant at a later stage in marketing or advertising.

So, whether it is your website, product or service descriptions, success stories, case studies, milestones, commemorations, or any other tool of storytelling use the apt words to strike the right chord with the readers.

Firing the neurons

It is important to understand the psychology or neuroscience behind language.

Scanning a website differs from reading a book. When we scan a website with the specific intent of gaining information, we are gleaning for relevant facts only. Our attention is scattered, bouncing around, and lands only on information relevant to our goals. Psychologists call this behavior or scanning process attentional control—we are constantly allocating attention in line with our objective.

Hence, using exact language is critical to grab attention.

It is also crucial for the tactical reason of keyword search. Only when you know what your audience wants or is searching, you can infuse the right keywords in your content.

Is it easy to determine language/market-fit in B2B content?

No. It requires thorough due diligence. You need to understand the market, the competition, industry dynamics, the mood and sentiment of the consumers, their issues, what they are looking for.

How do you get that language in B2B content writing?

Never the twain shall meet. This may help in work-life balance, but you are doomed if your organization and audience are not aligned.

Research from the perspective of developing the right language is the first step to ensure alignment. Do customer mapping. Understand who your target customers are. What is it that interests them? What are the tips and tricks they are looking for as a solution? How do you connect with them?

Reach out to them. You could use social media to understand trends in the targeted customer group, or do sample surveys, interviews to get a feeling.

An example:

You are an upcoming educational institution, keen on building presence among the established names in the sector. You are offering courses on business management and you want these to gain traction. What is one of the first things your digital marketing or content strategy should include? Understanding your target audience, who, in this case, will mainly be Gen Z.

You need to tread carefully because this is a new generation, one that attaches high standards to brands and with whom conventional marketing will not work. This is a media-savvy generation that is hooked on to social media and their smartphones.

Now what does usage of smart devices imply? It means the traditional TV does not hold significance for you. It means you want to read information on the go. So, the messaging has to be tailored – crisp and relevant. Convey the gist in a few words for a powerful impact. Anything long drawn will be promptly discarded.

Your object is to get them enrolled for your courses or MBA program.

How must your flyer read from a content perspective?

Let’s understand through two scenarios:

Scenario 1 

• ABC Institute of Management and Sciences is offering a highly impactful MBA program for all young 12th standard passouts. We understand that not everyone can afford expensive MBAs.
• But what if you can acquire that knowledge at half the price? Will it not be great? We have an excellent faculty. Although we are new in the field, you’ll be wrong to go by number of years alone.
• So, what are you waiting for? Connect with us on the following number and visit our website to get the details.

Scenario 2

• I have a dream – Martin Luther King, Jr.
  (This could be followed by the name of the institute and logo.)
• Here’s your opportunity to live your dream of becoming a business leader.
  Our MBA/MMS program begins on so and so date.
• For further details:
  (You can give the website or other contact numbers, etc.)

Any guesses which of the two will fly?

The second option. (Of course, there are a hundred ways in which it can be designed and done up differently for a resounding impact.)

Why?

One, the language is precise, providing just the details required. Two, by giving a quote of none other than the civil rights activist Martin Luther King Jr., you’ve significantly grabbed the attention of Gen Z, given their markedly strong views on diversity, equity and inclusion (DEI). The quote succinctly shows that no social or economic barrier can come in the way of a dedicated pursuit of aspiration.

Another thing that could work is using influencers. Gen Z typically are influenced by key opinion makers that drive the trend. So, you could also consider having testimonials from key performers on your website—again, not too many words, just the right keywords pivoting around experience and prospects.

Fertilize, or it will die. Vocabulary.

It is the content writer’s sword.

How do you enrich it?

Read extensively. In B2B content, the language has to be sector-specific to appeal to the audience. Take the word “immunoassays”. These are bioanalytical tests, and hence, find application in the pharma sector. If you apply it to supply chain management “tests” and replace it with supply chain management “immunoassays”, it would qualify as a joke.

Growing vocabulary is one thing. Intuitive application is another. Both of these require significant effort and a deep understanding of the subject.

Keep your enemies closer. Your rivals or competitors. You are not new to competitive landscaping. Now how about integrating it in strategy from the perspective of arriving at the language/market -fit?

This is relevant for organizations at all stages of development. If you are a growing B2B company, you may want to re-design your website or re-position yourself. If you are a startup, then it is a must-have for you.

Do deep due diligence on how your competitors are reaching out to their target audience? What is the language of their web content? What are their content assets? Very important – don’t just look at your immediate competitors. Say, you are a mid-tier firm; don’t restrict yourself to other mid-tier firms. No one will hang you by the heels if you also look at what companies, especially the large caps, are doing.

By scanning, it does not imply, you must copy-paste the same thing. That’s a big NO.

What it will definitely do is give you an idea of what is prevalent. Bringing novelty to that is your job. Be innovative. Creatively express your USP.

You are an e-commerce enablement platform, for example, that is a startup and you need to define your USP. Scan how others in your domain have done that and how they have featured the content on the landing page. Some may emphasize on efficiency due to digitalization of operations; or cost-effectiveness of their solutions that would give a boost to their client’s revenues; or enhanced functionality for improved UX.

Note how big the descriptions are, how its positioned, which are the keywords used. Read about the pros and cons of each solution offered. This will help you draft your content more intelligently.

Successful warrior or the average man? The answer will lie on how sharp your focus is. In developing incisive, market-fit language for content, the key is to keep focus narrow.

For instance, you’ve decided to write a blog on the relevance of online education. Stick to the topic. Don’t stray by talking about the scope of education in general, etc., etc.

Keep it pithy by following these steps:

• An impactful headline that is catchy and gives the gist

(For example, Embracing Unlearning to Grow: Relevance of Online Education as a New Way of Learning)

• A short introduction around the transformation in the education sector triggered by the chief causes (such as technological advancements, or the impact of the pandemic that changed life in so many ways)
• Some data to indicate its growing relevance (Numbers talk as much as words do – in B2B content writing, data is an attention-grabber)
• Why it is here to stay – the factors that are contributing to its continued existence, such as the rise of the new demographic of Gen Z, or increasing adoption of digitalization across sectors, growing affordability of education, all-inclusive growth (each in a separate paragraph)
• Certainly, a few lines on the drawbacks, yet emphasizing on how the advantages overweigh
• Short, but clear, conclusion

Even the moon has pits and craters. Yes, and the moon can afford it because it is a planetary body. No wonder, it has been the pivot of romantic alliterations forever.

B2B content writing cannot hide behind the excuse of “so what if there a few minor slip-ups in the content”.

Language has to be error-free. One wrong article, one wrong word, and the audience will be quick to judge you.

And since you cannot afford this, be extra careful to avoid errors. You can take help of writing improvement software that will not just detect the error, but also suggest improvements to enhance your language.

You want to be seen as a pro right from the start, don’t you?

I, you or them: Who’s a grammar geek?

Another aspect of incisive language in B2B content writing is getting the pronouns right. The use of person (in content writing) plays a very important role in building connect with the audience. It helps in deciding the tone: should it be conversational, formal or personal?

According to an article by Rachel Foster, CEO of Canada-based Fresh Perspective Copywriting, published by the Content Marketing Institute, based in the US, the point of view (POV) you choose, determined by the pronouns, has a positive impact on conversion rates.

Pronouns – I, you, them, their, etc. – unknown to most of us, work like influencers. They motivate the audience. This is because the connect we build depends a lot on the way we are addressed, be it the first person (I, we), second (you) or third (them, they, or company name).

First come, first serve: Use cases for first person (I, me, my)

The first person is ideal for blog posts or content which is personal, such as sharing success stories, or writing about challenges and how these were addressed, personal experience, client testimonials or in voicing opinion, or discussing the course of projects (as a part of milestones achieved, or surveys/tests conducted).

Another place where the use of first person works wonders is in call to action.

Example 1: Start my free consultation now versus Start your free consultation now.

Example 2: I am in versus Those who want free demo, click here.

The first is definitely a stronger call, as it helps in building a connection. The reader instantly feels connected, and maybe the urge to proceed.

When standing second is better than first: Use cases for second person (you, your)

In B2B content writing or in digital marketing, using the second person is considered ideal. It makes the tone conversational. It instantaneously motivates the audience to take action and sounds encouraging.

When you use “you”, you are also helping your readers integrate themselves into the story. They become a character.

For instance, a promotional flyer for a marathon that says “You can do it” is far more impactful than a cut and dry piece that says “There is nothing that can stop those who take part from making it to the finishing line.”

The third in the queue: Use cases for third person (They, them, those, company name)

You normally use a third person for a formal tone. Say, you are addressing CXO-level executives, or top leaders, you would want to keep the language formal. This could be typically employed in blogs addressing the C-suite.

Some other content formats, where the third person is effective, are white papers, case studies, research notes or reports, etc. Here, the third person helps because you are projecting a client or an organization in a certain light, or you want to objectively convey the insights of your research work. This naturally demands it be conveyed with a gravitas that comes with adopting a formal tone.

However, there are some drawbacks with adopting the third person tone. It is believed to create distance with the audience. No one likes to be addressed indirectly. This applies even to blogs or content pieces addressing the C-suite. Also, it could stifle the messaging.

The ideal approach with the use of persons is to use your discretion and intelligence. Assess what is more important for you – are you looking to build connect, or the aim is to just convey the information. Ascertain the situation and the objective. This will help you adopt the right tone, one that will fetch mileage from the existing and prospective customers.

To conclude

The success of B2B content writing in digital marketing depends significantly on incisive and strategic use of language. Unfortunately, though, this is often overlooked. The underlying assumption is that language comes into play only at the advertising stage. Or, a few catchy slogans and headlines suffice to do the trick.

Strategizing with language at the pivot should be the first step. How can you think of proceeding without indicating to your existing or prospective buyers that you understand their concerns and needs?

Content is not about anyone else. It is about us trying to tell a story based on facts to our audience. You need to speak and write in a language that your audience understands.

And when you think from the perspective of language or market-fit, automatically the value of your content will go up, whatever it is: blog, website, landing page, white papers, e-books, social media posts, call to action, or any other type of short- or long-form content.

If you feel your content needs that spin in language, but unable to add, we are here to help. Connect with us at the earliest.

But if you don’t need our help, I am sure we can benefit from your insights. Do share.