Infographics
Reveal the relationship, comparison, or sequence that gives the numbers meaning.
b2b buyers need a solution they can defend
Give your buyers recent, relevant, and substantiated content to serve as evidence they can take into a room full of understandably skeptical stakeholders.
Help buyers make the caseGet on your ICP’s wavelength
Tell AI to “write a content piece for IT leaders, make no mistakes” and congratulations, you’ve made content that’s impressively difficult to care about.
B2B content has to connect your solution to a problem your ICP recognizes. That means using the language, words, and tone they use to understand it, discuss it and make a decision.
Give their attention somewhere to go
Part of what makes ocean waves so easy to stare at is that they repeat without repeating exactly. Your eye learns the rhythm, then catches the small change in the next one. Familiar enough to feel effortless, but different enough to keep watching. Simply fascinating.
Good interactive B2B content can do the same. Keep the structure easy to follow, then give readers small reasons to click, compare, reveal, and keep going.
Captivate them with soft fascinationTo each (buyer) their own
I KNOW you wish one asset could speak to every job title, every stage of the funnel, and every person who wanders into the buying committee.
It can’t :( Despite what the all-purpose content template would have you believe.
Saying the right thing at the right time to the right decision-maker still matters. Annoyingly, it matters a lot.
73%
Gartner · June 2025632 B2B buyers surveyed in August–September 2024.
Say the right thing through better words, messaging, content
Case studies
Make the outcome concrete enough that a similar buyer can see themselves in it.
Research reports
Bring the findings forward. Let readers explore the evidence with its sources and context close by.
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eBooks and whitepapers
Give readers room to open examples, inspect the evidence, and follow the parts that matter to them.
Guides and how-tos
Keep the next action clear and the examples close to the instructions.
LinkedIn thought leadership
Leave readers with nifty tidbits worth repeating in their next meeting.
If you’re that interested, see even more.
Checklists and cheat sheets
High-stickiness content. Usually gets saved, printed, and reopened when someone actually needs it.
Reduce a process to what matters at the moment of use.
Comparison/analysis assets
Set the options next to each other on the criteria buyers actually care about and make the trade-offs visible.
Email newsletters and nurture chains
Bit of a specialty. I’ve written nurture and lead gen emails for breakfast, lunch, and dinner for the last five years. And if we’re keeping score, I’ve written them for all of the below.
Deliver a steady rhythm of useful updates to people who already said yes. Keep each issue short, consistent, and worth opening.
Landing pages
Match the message to the visitor who clicked and make the next step impossible to miss.
betterwords for great companies
Making in-depth research easy to ingest
JLL wanted to turn scattered but critical information into clear perspectives for CRE leaders. This is how they wanted to introduce the value of energy-conscious portfolios and what AI changes in CRE operations.
Giving buyers a quick view of leading b2b clean data solutions
B2Bdaily wanted to deliver its audience an unbiased competitive analysis of data quality platforms, giving enterprise buyers a clear basis for comparing the capabilities that matter to them.
The client had one request.
“Please don’t make it 52 pages.”
Gladly.
Read the comparative analysis
Simplifying a complex but important topic to drive engagement
[YOUR COMPANY NAME] had a point worth making to [AUDIENCE]. It got a sharper argument, stronger evidence, and a reading experience decision-makers enjoyed.
The result was more attention around the subject and a better reason to associate the brand with expertise in [YOUR INDUSTRY].
Pique your audience’s interestGot something worth saying?
Bring the brief, the research, the half-finished deck, or the topic your team keeps circling. The job is to make it useful to the buyer on the other side.
Get on your ICP’s wavelength
- Cost
argumentTechnical
argumentUsage
argumentFinanceSee the total cost before committing.
ITCheck the integration and security requirements.
UsersSee how it simplifies your daily work.
Give each decision-maker a reason to care