How to make B2B content that's not boring AF

Let’s be honest—most B2B content is duller than a freaking tax seminar.

(Not that I can say I’ve ever been to one, because if I wanted to die a slow, painful death I would roll around in red ants.)

B2B content tends to be dominated by whitepapers that read like they were written by robots, blog posts stuffed with corporate jargon, and LinkedIn updates that feel like someone copied and pasted from a PowerPoint doc.

The biggest problem? B2B marketers often forget that they’re still talking to people. Sure, your audience might be CMOs, procurement managers, or IT directors. But they’re also regular humans who scroll TikTok, binge Netflix, and not to mention, are generally highly intellectual. Go figure that they would rather read something engaging than sit through another 15-page PDF.

Here’s the thing: B2B doesn’t have to mean boring-to-boring.

“Instinctively tarring B2B with ‘the boring brush’ demonstrates both a distinct lack of imagination and a glaring lack of sector experience,” says Jonathan Izzard of The Drum. Of course B2B campaigns will always have the propensity to be boring, but so do B2C. Izzard's stance is that the most boring thing about B2B is debating over its boringness – rather than, well, fixing the issue. So, let’s do just that.

So, here's your guide to making your B2B content worth giving a sh*t about.

1. Lead with storytelling

This is something my boss has relentlessly drilled into my brain for the last three years of my life. And for good reason. Nobody remembers a list of product features, but they do remember a compelling story, because humans are hardwired to do so.

Instead of just listing your service’s benefits, showcase real customer success stories. Use case studies that read like narratives, or even frame your content around industry challenges in a way that feels engaging. I’ve spoken before about the Hero’s Journey and how it’s an invaluable structure to use for your brand. So if you haven’t brushed up on that, I suggest you start there.

2. Inject personality

This should be a given. Your audience is full of professionals, not corporate drones. So drop the robotic tone and write the way you’d speak in a conversation. A little wit, a bit of brand personality, and a dash of relatability go a long way in making your content stand out.

Brands like Gong and Duolingo (yes the annoying freaking bird) nail this with their fun, informal tone—without losing credibility. A little personality won’t make you look unprofessional; it’ll make you memorable.

3. Make it genuinely useful

Too much B2B content is literally just fluff. You know it, I know it, your audience sure as hell knows it. If you’re going to take up someone’s time, make sure you’re solving a real pain point. Offer actionable insights, step-by-step guides, and genuinely valuable takeaways that your audience can apply immediately. Make it digestible and actionable. Your audience will thank you.

For example, instead of “5 Trends in HR Tech,” write “5 HR Tech Trends That Will Save Your Team 10 Hours a Week.” Focus on outcomes, not just observations.

4. Rethink the format

Not everything needs to be a long-form blog or whitepaper. Consider video, interactive content, infographics, or even short-form LinkedIn posts that get straight to the point. We know attention spans are short (because everybody won’t stop bloody harking on about it). So play to that.

5. Use emotion strategically

BE MANIPULATIVE. Kidding. However, even B2B buyers make decisions based on emotion (they just often justify them with logic). Play into their fears (falling behind competitors), desires (growing their business), and relief (making their job easier). Position your product or service as the solution to a real, pressing issue.

For example, instead of “Boost Your Supply Chain Efficiency,” say, “Stop Losing Thousands to Supply Chain Delays—Here’s How to Fix It.”

So, where to from here?

1. Audit your existing content. Take a hard look at your current blog posts, emails, and social content. Is it engaging? Would you want to read it? If not, it’s time for a refresh.

2. Create a storytelling framework. Every piece of content should have a clear narrative: problem, stakes, solution, and outcome.

3. Rewrite for clarity & personality. Cut jargon, make it conversational, and keep it concise.

4. Experiment with formats. Try video, interactive tools, or even memes (if your audience allows for it).

5. Use the "boredom test." Before publishing, ask, “Would I actually read/watch this if I weren’t the one creating it?” If not, rework it.

Listen, I’m not telling you to reinvent the wheel here. Let’s just make sure the wheel ain’t square, okay? The best brands in the space are already making their content engaging, useful, and (dare we say) fun. If they can do it, so can you.

I believe in you, now go thrive x

-Sophie, Writer