How to write B2B content that people will actually read (and act on)
If you’ve ever felt like your business content isn’t landing, you’re not alone.
Many teams put in the effort, only to end up with content that looks fine on the surface but doesn’t spark interest with customers.
The good news is, this is fixable.
Your brand has expertise and stories worth sharing. With the right approach, you can turn complex ideas into clear, useful content that your customers actually want to read.
Content should build trust and help your team move opportunities forward.
I’ll share practical rules, real examples, and a simple workflow you can apply inside your business. I’ll support you every step of the way, so you leave knowing not just what to do, but exactly how to do it.
TL;DR Your 30-second overview
Most business content misses the mark because it’s too vague or filled with jargon.
Focus each piece on one clear problem your customer is facing.
Use plain language and back it up with proof, stories, or data from your team.
Build a simple workflow that makes it easy for your SMEs to share their knowledge.
Measure success by how content supports your sales team and builds trust with your customers, not just by clicks or views.
Why most B2B content misses the mark
If your content isn’t performing, it’s rarely because your team isn’t working hard. More often, it’s because the content is missing a few essentials your customers need in order to trust and engage. Here are the biggest culprits I see:
It tries to cover too much at once
When a single piece of content tries to speak to every audience, it ends up connecting with no one. Your customers need to feel that you understand their specific challenge. Narrow the focus to one problem, one role, or one stage of the journey, and the message becomes much stronger.
It leans on jargon instead of outcomes
Phrases like “streamline workflows” or “optimize efficiency” sound professional, but they don’t show what changes for your customer. Instead, describe the result in plain terms: “cut reporting time by 40%” or “help your team get insights in minutes, not hours.” Outcomes always resonate more than buzzwords.
It lacks subject matter expertise
Your customers can tell when content is surface-level. If there is no input from your product experts, consultants, or customer-facing teams, the content will blend in with everything else online. Involving SMEs does not have to be heavy. Even a 20-minute interview can give you quotes and insights that make the piece credible.
It’s measured by the wrong metrics
Pageviews and impressions tell you if people saw your content, not if it made an impact. Real success is when content helps your sales team start better conversations, shortens buying cycles, or gives customers the clarity they need to take the next step.
The good news is that each of these problems has a straightforward fix.
By applying a few simple rules, your team can start creating content that feels relevant, builds trust, and supports your sales process in measurable ways.
6 Simple fixes to make your B2B content convert
There’s no one-size-fits-all formula for great B2B content. But there are simple fixes you can apply that make every piece sharper, more credible, and more useful for your customers.
Fix 1: Focus on one problem at a time
When you try to solve everything in one piece, your message gets diluted. Pick one customer challenge and show how your solution helps. This makes it easier for your audience to see themselves in your story.
Example
❌ “Our platform supports finance, HR, marketing, and operations teams with a wide range of automation features.”
✅ “Finance teams can close the books in half the time with automated reconciliations.”
Fix 2: Use plain language and real outcomes
Avoid jargon and abstract claims. Instead, describe results in ways your customers can visualize. “Reduce reporting time from two days to two hours” is far more compelling than “improve efficiency.”
Example
❌ “Our solution optimizes efficiency across workflows.”
✅ “Your team spends 60% less time chasing missing data.”
Fix 3: Bring in subject matter expertise
Even a short interview with your product team, consultants, or customer success managers can transform your content. A single quote or data point from an SME adds the credibility that generic writing lacks.
Example
❌ “Businesses save money using our platform.”
✅ “As our Head of Implementation explains, ‘Most clients cut reporting costs by 30% within three months.’”
Fix 4: Structure for scanners
Most people won’t read every word. Use clear headings, short paragraphs, and bullet points to make your content easy to skim. Add an example or proof point in each section so even skimmers walk away with value.
Example
❌ Dense paragraph with no breaks.
✅ A bulleted list with all key themes (the TL;DR at the beginning of this post is a great example)
Fix 5: End with a clear next step
Every piece of content should point your customer somewhere. It could be a demo request, a case study, or even just an article that dives deeper. A clear next step makes your content part of the buying journey instead of a dead end.
Example
❌ “Thanks for reading our guide.”
✅ “Want to see how this works in practice? Book a 20-minute demo with our team.”
Fix 6: Measure what really matters
Pageviews are nice, but they don’t prove impact. Look at how your content supports sales conversations, influences opportunities, or helps customers take action. These are the metrics that show real business value.
Example
❌ Reporting: “This blog had 10,000 views.”
✅ Reporting: “This blog influenced €1.2M in pipeline and reduced sales cycle length by 12 days.”
Making these fixes will help your brand create content that feels sharper, more relevant, and more trustworthy. They also give your team a repeatable way forward, so you’re not reinventing the wheel every time you sit down to write.
What a content transformation really looks like
It can be hard to picture how these fixes come together in practice. So let’s walk through two quick examples — one from a blog post intro, and one from a case study.
Example 1: Blog intro
Your blog intro is often the first thing a potential customer sees from your brand. They’ll bounce and find your competitors. A sharp intro proves you understand their world and gives them a reason to keep reading.
Before
“In today’s fast-paced business environment, companies must constantly innovate to stay competitive. Digital transformation has become a key driver of success across industries.”
💡 Why it misses the mark:
Too broad, could apply to any company in any industry
No clear customer problem or outcome
Sounds VERY AI-generated
Leans on buzzwords like “fast-paced” and “digital transformation” without proof
After
“Your finance team spends two days a month chasing missing data instead of building insights. Businesses like yours also face the same struggle with manual processes that slow reporting and create errors. The right automation can cut that work to a few hours and give your team accurate numbers faster.”
💡Why it works:
Focuses on one specific pain point your customer feels
Uses plain language and avoids jargon
Sets up a clear outcome: less time wasted, faster reporting, fewer errors
Opens the door to a next step (explaining how automation helps)
Example 2: Case study copy
Case studies are MOFU and BOFU powerhouses. They’re often what customers read right before they make a buying decision. Weak, vendor-centric case studies fall flat. Strong ones highlight the customer’s real challenges and measurable results.
Before
“Company X partnered with Vendor Y to implement a best-in-class solution. The result was a successful transformation that helped the business achieve new levels of efficiency.”
💡Why it misses the mark:
Generic phrasing that could describe any vendor and any company
No numbers or concrete outcomes
Focuses more on the vendor than the customer’s story
After
“When Company X’s HR team struggled with manual onboarding, new hires often waited two weeks for system access. After rolling out Vendor Y’s automated workflows, setup time dropped to just one day. The change improved the employee experience and saved the HR team 60 hours a month.”
💡Why it works:
Highlights the customer’s specific challenge and frustration
Shares measurable results that feel credible
Centers the customer’s success, with the vendor as the enabler
Ties the story to a clear business outcome (time saved, better experience)
When you apply these kinds of fixes, your content shifts from sounding generic to showing real impact. That’s what makes customers lean in, trust your brand, and take the next step.
But how do you get your team to produce this kind of content consistently, instead of once in a while? That’s where a simple, repeatable workflow makes all the difference.
A simple 6-step workflow you can steal
Knowing what to fix is one thing. Building a repeatable process that makes those fixes part of your team’s routine is where the real progress happens. Here’s a lightweight workflow you can adapt to your business.
Step 1: Gather your inputs
Start with three essentials: who you’re writing for, what problem they need solved, and where you’ll pull proof from (SMEs, customer stories, or data).
What you could do: Write a one-sentence content brief before drafting: “This piece is for HR managers who need to shorten onboarding time. We’ll use one customer quote and a support ticket stat as proof.”
Step 2: Talk to your SMEs
Set up short, focused interviews with product experts or customer-facing teams. Even 20 minutes can give you the insights and quotes that bring your content to life.
What you could do: Book a recurring monthly slot with one SME so you always have fresh insights ready to use.
Step 3: Draft with structure
Outline the piece, write in plain language, and weave in proof as you go. Use clear headings, bullets, and examples so your customers can scan and still find value.
What you could do: Start each section with one clear promise, then add one proof point underneath.
Step 4: Polish for clarity
Do one read-through for plain language, one for flow, and one for a clear next step. Each pass makes the content sharper without adding extra work.
What you could do: Keep a “plain words” list handy. Swap out jargon like “synergy” for straightforward alternatives like “working better together.”
Step 5: Enable your sales team
Don’t stop at publishing. Pull out key stats, quotes, or charts so your sales team can use them in conversations, decks, and follow-up emails.
What you could do: After publishing, highlight one stat in Slack with a short note: “Use this in your next pitch deck. It shows how fast customers cut onboarding time.”
Step 6: Measure what matters
Pick one or two metrics tied to business value, such as influenced opportunities, pipeline supported, or reduced sales cycle time. That way your team sees how content drives results, not just clicks.
What you could do: Tag your content in the CRM so you can trace which deals it influenced.
Your next move: Copy-paste this mini brief
Audience: Who is this piece for? (e.g. Finance managers at enterprise SaaS companies)
Problem to solve: What challenge are they facing? (e.g. Two days a month lost chasing missing data)
Proof sources: Which SME, customer quote, or data point will you use? (e.g. Interview with Head of Implementation, support ticket stats)
Structure: How will you lay it out? (e.g. Headline promise, 2-sentence setup, bullet list of 3 fixes, one proof point)
Next step CTA: Where should the reader go next? (e.g. Book a demo, download a guide, read a case study)
Metric to track: How will you measure success? (e.g. demo requests, pipeline influenced, sales cycle shortened)
When you use a workflow like this, content creation stops being guesswork. Your team always knows what to focus on, where to get proof, and how to measure success. And if you want to keep things even simpler, start with the mini brief and build from there.
With the right process in place, you can move from one-off content wins to a consistent stream of pieces that support your customers and your sales team. Now? It’s over to you!
Bringing it all together
B2B content doesn’t have to be complicated or overwhelming. With a few practical fixes, clear examples, and a simple workflow, your business can create content that customers actually want to read and act on.
Remember, the goal isn’t perfection. It’s progress.
Every time your team narrows the focus, cuts the jargon, or adds one real proof point, you’re building stronger connections with your audience. Over time, those small improvements add up to real business impact.
If you’re ready to take the next step, it’s time to find the right partner.
Whether it’s auditing your current content, creating a pilot piece, or building a workflow your team can use again and again, we can make sure your content works harder for your brand.
