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Why personality matters in B2B content writing

Let’s be honest; B2B writing can be…well, dull. Dry, impersonal, and about as exciting as watching paint dry. But it doesn’t have to be that way.

Injecting personality and humour into your B2B content can work wonders, helping you connect with your audience, stand out from the competition, and make the most complex topics more engaging.

Egg box on yellow background. There are two rows of eggs in the box, the front row of 5 have facial expressions painted on them including laughing, crying with laughter, winking

Why personality matters in B2B writing

At the end of the day, you’re writing for humans, not robots. And humans crave attention, personality, and something they can relate to. You can build a rapport with your audience by bringing your brand’s voice, values, personality and perspective into your content. They’ll see you as more than just another faceless company – you’ll be a brand they can relate to and, ultimately, one they’ll be more likely to buy from.


Plus, a little personality can help you go a long way in helping your brand to stand out. Think about it. Which are you more likely to remember – a dry, technical white paper full of corporate jargon or a witty, engaging blog post that made you laugh?


Finding your brand’s voice

Before injecting personality into your writing, you need to define that personality. Start by identifying your brand’s core values and how you want to be perceived by your audience. Are you friendly and approachable? Witty and a bit cheeky? Or are you authoritative and confident?

Once you’ve decided on your core personality traits, make sure you’re consistent across all your content and channels. Consistency is vital to building a recognisable brand and trust. If you use different styles, you’ll only confuse your audience. They’ll also start to question whether you mean what you say.


And remember, your voice will need to adapt according to your target audience and context. For example, you might be more conversational and casual in a blog post but use a more professional tone for a proposal or white paper.


Passport style photos of a women pulling different expressions, including laughing, shouting, grumps, silly expressions, thinking

How to add personality

So, how do you add some personality to your writing? Here are a few techniques to try:


Use conversational language: Write like you’re chatting with a friend over a cup of tea, not delivering a presentation. Avoid technical jargon and overly formal language. Instead, keep it simple and clear. This doesn’t mean dumbing down what you’re saying; it means making it accessible and engaging.


Tell stories: Everyone loves a good story. Sharing anecdotes and real-life experiences can make your content more relatable and engaging. Plus, they add a human touch to your writing, helping humanise your brand and connect with your readers.


Carefully incorporate humour: A witty remark or a joke can go a long way in keeping readers engaged. But, you need to gauge what type of humour fits your brand and audience. Light, industry-related humour can break the ice and make complex topics more digestible.


Show your expertise with a confident, authoritative tone:  If you’re an expert on a topic, don’t be afraid to share your opinions and insights.


Close up of women drinking from a cup. The cup is covering her mouth so you can just see her smiling eyes

How to maintain professionalism

While personality and humour are great, you still need to maintain a level of professionalism in your B2B writing. This is crucial for establishing credibility and trust with your audience.

Avoid overly casual or unprofessional language. Fact-check what you’re writing and provide credible, up-to-date sources. And make sure your writing is clear, concise and free from errors. This way, you can strike a balance between personality and professionalism, creating content that is both engaging and trustworthy.


It’s all about striking the perfect balance between personality and professionalism. You want to be engaging and relatable while still coming across as knowledgeable, trustworthy, and an expert in your field.


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Developing your unique voice

Like anything, finding and honing your unique writing voice takes practice. Experiment with different styles and tones until you find one that feels authentic to you and your brand. Ask colleagues, clients and even your target audience for feedback. What appeals to them? What doesn’t?


And don’t be afraid to refine and adapt your voice continuously over time. As your brand evolves and your audience’s needs change, so should your writing style.


Show personality - don’t be afraid

Injecting personality into your B2B writing doesn’t mean you’re less professional. By understanding your audience, using a conversational tone, incorporating humour, and showcasing your brand’s voice, you can create content that is both engaging and credible.


So experiment with your voice and watch your B2B content come alive.

Do you need help injecting personality into your B2B content writing? I understand how to write copy that connects with your audience and drives action. So get in touch, and let’s talk; I’m here to help.



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