34 rules for writing compelling B2B content

V.S. Naipaul’s rules for beginners

• Don’t write long sentences.
  
• Each sentence should make a clear statement.
  
• Don’t use big words.
  
• Don’t use words if you’re not sure of their meanings.
  
• Avoid using adjectives
  

10 Rules of Writing

http://lithub.com/ten-rules-of-writing/

Laroya’s rules

1. Use simple sentences.
   
2. Use the active voice rather than the passive
   
3. Know your target audience
   
4. Avoid using jargon as much as possible
   
5. Don’t use complicated or fancy-sounding words
   
6. Revise and rewrite after you’ve finished
   

10 Simple Rules for Good Writing

http://www.lifehack.org/articles/lifestyle/10-simple-rules-for-good-writing.html

Taylor’s rules

1. Keep your message as brief as possible.
   
2. Eliminate unnecessary items.
   
3. Target your audience but don’t make it too narrow.
   
4. Make your content unique and valuable.
   
5. Strive for the magical 8% keyword density.
   
6. Offer information readers can’t wait to share.
   

5 tips for writing compelling B2B marketing content

https://thenextweb.com/lifehacks/2012/07/07/5-tips-for-writing-compelling-b2b-marketing-content/#.tnw_xbtudSHk

Orwell’s rules

1. Never use a metaphor, simile or other figure of speech you’re used to seeing in print.
   
2. Never use a long word when a short one will do.
   
3. If it’s possible to cut out a word, cut it.
   
4. Never use the passive when you can use the active.
   
5. Never use a foreign phrase, scientific word or jargon if you can think of an everyday English equivalent.
   

Why Orwell’s rules for clear writing are the gold standard for B2B marketing content

http://thinkjpc.com/content/guidelines-b2b-marketing-content/

Van Rensselar’s rules

1. Pay attention to the layout.
   
2. Punctuate to facilitate comprehensive.
   
3. Don’t repeat the same point twice and don’t backtrack.
   
4. Use unmodified nouns and verbs.
   
5. Be specific.
   
6. Expand your reader’s vocabulary.
   

8 Tips for Great B2B Writing (Know the Rules and Selectively Ignore Them)

https://www.linkedin.com/pulse/8-tips-great-b2b-writing-know-rules-selectively-them-van-rensselar

Ford’s rules

1. Be conversational.
   
2. Don’t be desperate.
   
3. Think beyond your product.
   
4. Research.
   
5. Respect your audience.
   

6 rules of Thumb for B2B Marketers

https://www.fastcompany.com/1689466/6-rules-thumb-b2b-marketers

Everybody’s rule

Write. And keep writing.

What rules would you add?

Image: CC0 Public Domain license via Pixabay

Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at jeffreyswartz@dsprel.com. Or visit www.dsprel.com.