Wordy content can drag down your B2B marketing efforts. Readers crave simplicity and clarity. Why make them sift through extra words to find your message? Learn how to refine your content, cutting the fluff and delivering sharp, engaging copy.
Trim the fat from your B2B marketing content
You might think using impressive or long phrases will elevate your content, but the opposite is often true. Most people prefer easy-to-read content. Short, simple sentences and punchy paragraphs make your messages accessible to a broad audience.
Use a readability tool to improve reading ease
You can practice making your content accessible with the Readable tool. It scores your writing, highlights trouble spots and flags long sentences. One caveat is that it takes getting used to if you write at a college level or above. For example, if you use the word, “metallography,” the tool will alert you that it’s a hard word. Unfortunately, not every word has a substitute. Working with the tool takes patience.
Simplify your B2B marketing content
It’s easy to slip into habits that make your content unnecessarily complicated. Even experienced marketers use phrases that are wordy or redundant. Below are some common offenders and their simpler alternatives. Making these changes can improve the clarity and flow of your B2B marketing content.
A large number of
Replace with “many.”
Are in agreement
Use “agree.”
As a matter of fact
Cut the phrase; it’s unnecessary.
At the present time
Replace with “now.”
Both
Cut the word. Example: “When you plan a marketing campaign, be sure to understand both the goals and the audience.” You don’t need “both” in this sentence.
Despite the fact that
Simply write, “despite.”
Due to
Substitute “because.”
Each and every
“Each” covers it.
Either
Delete the word. Example: “I could either work on my marketing strategy today or focus on the budget.” The sentence stands without “either.”
End result
Cut “end.” It’s redundant.
First and foremost
“First” is enough.
I believe
“I believe” weakens your message because it signals uncertainty. Instead, use a direct sentence to be assertive. Example: Instead of, “I believe our e-blasts are helping us break into new markets,” write, “Our e-blasts are helping us break into new markets.”
In close proximity to
Use “near.”
In need of
All you need is “need!”
In order to
“To” is all you need.
In regard to
Replace with “about.”
In the event that
Substitute “if.”
In the near future
Use “soon” or “shortly.”
In the process of
Replace with a more concise verb or form of the verb, making your message shorter and clearer. Example: Instead of, “The CEO is in the process of reviewing next year’s marketing budget,” write, “The CEO is reviewing next year’s marketing budget.”
Is able to
Use “can.”
Is capable of
Replace with “can.”
I think we need to
This phrase weakens your message. Project confidence with a direct sentence. Example: Instead of, “I think we need to review our marketing strategy,” write, “We need to review our marketing strategy.”
Just
Omit it.
On a regular basis
Use “regularly.”
Prior to
Substitute “before.”
Really
Don’t use it. It doesn’t make your message more convincing or authoritative.
Short amount of time
Use “soon.”
The goal of
Be direct instead. Example: Instead of, “The goal of our LinkedIn campaign is to get more people to our booth,” write, “We want to drive booth attendance with our LinkedIn campaign.”
The vast majority of
Replace with “most.”
There is / there are / there were
Be direct instead. Example: Instead of “There are three e-blasts that trade show attendees will get next week,” write, “Trade show attendees will get three e-blasts next week.”
Until such time as
“Until” is all you need.
With regard to
Use “about.”
With respect to
Substitute “about.”
Use the delete button to improve your B2B marketing content
When it comes to crafting clear and compelling B2B marketing content, less is always more. Be relentless in trimming unnecessary words. Streamline each sentence, cut out redundancy and refine your message. Review every line with a critical eye. Then, trim it further to keep your content lean and engaging.
