The importance of storytelling with non-fiction content

Entertained and engaged

Understanding whom you're writing for determines the tone of your writing and if it will be deemed entertaining and engaging. Those seeking to understand the problems that drive your solutions will run a mile from content to complex or jargon driven. For this target audience, metaphors and even humour can engage readers and make more discoveries. 

For a more knowledgeable target audience further down the sales pipeline, content works better if it has a laser-like focus on what makes your offer the solution to their problems. 

The principles are the same whether introducing a new solution or selling a commodified product. Write as if you have a conversation with an individual and want to leave them wanting more.

Judicious editing

Welsh poet Dylan Thomas, writer of 'Do not go gentle into that good night' after taking profusely stopped and said, "Somebody's boring me,' he said, 'I think it's me." As one of the most recognised poets in the world, he understood the power of editing his words.

The most common mistake of creators of B2B content is assuming that readers are as enthralled by your subject as you. Indeed effective copywriters are masters at understanding when brevity is needed and when content needs more detailed content is required.

Can readers be blamed for a diminishing attention span?

There are an estimated 50 billion pages on google. How many of those pages are well-written and engaging? Today's average attention span is 8.25 sec and has seen a 25% reduction since 2000. 

I'm not sure what studies have been done to prove this thesis, but there is a direct correlation between the volume and quality of online content and diminishing attention spans. If we explore; further, we will see that in Australia, reading levels are improving while (at the same time) writing skills are diminishing. 

The takeaway from this information is that writing skills diminish while readers lose interest. You may need to change authors if you want your brand to be separate from this story.

Content with context is not king.

Have you ever picked up a book at started it partway through? The answer is no. The reason is that the story and characters need to be clarified. If your content lacks contextualisation, then it makes as much sense as walking into an existing conversation at a part. The same is true for non-fiction.

Suppose your online storytelling makes it difficult to contextualise, either by a lack of access to additional information or assumptions about the reader's knowledge or experience. In that case, you're going to lose a lot of readers and opportunities.

The Non-promotional promotional content

Have you ever sat next to someone who doesn't stop talking about themselves at a dinner party or flight? Not only is it boring, but it's also disrespectful. Now imagine content where the same person provides invaluable insights or stories that leave you wanting to know more, storytelling that has a positive impact on your knowledge of a subject.

Icarus could have been a better pilot.

I learned to fly a small Cessna and a paraglider, but I can't fly a jet. I have been a successful and awarded copywriter for 35 years and can write highly effective B2B copy. It's a skill honed over decades and one that I continue to develop. Not everyone who writes should write content for B2B businesses. Like most professional skills, you pay for quality and experience, which plays out on the digital page. Good B2B writing is a technique born of the love of the written word and the ability to see the world from the perspective of specific readers. 

While command of the English language is essential, creativity plays an almost more critical role in changing how people see and influencing entrenched beliefs. If you're a B2B company looking to improve awareness, build a reputation and grow your business, consider the power of an experienced and creative B2B writer in the mix.