5 ways to make your B2B content feel less… B2B

Let’s be honest: most B2B content feels like it was written by a policy document generator. It’s stiff, overly technical, and tries so hard to sound “professional” that it forgets to be relatable. But here’s the truth: even in the most corporate corners of B2B, people still want to feel something when they engage with your content. 

Nobody wakes up excited to read another buzzword-packed blog or robotic whitepaper. What they do want is clarity, personality, and value. If your content doesn’t check those boxes, it’s just adding noise to their already overcrowded feed. 

So how do you make your B2B content sound less like a corporate memo—and more like something a real person wants to read? 

Let’s break it down.

1. Talk like a human, not a brochure.

When was the last time someone said “leveraging synergies” in a real conversation? 

Exactly. 

One of the biggest pitfalls in B2B content is over-formalizing your language. You’re not submitting a government grant proposal—you’re trying to connect with someone who’s juggling a dozen priorities and just wants to know: “How will this help me do my job better?” 

What you can do: 

• Use conversational language. Write like you’re explaining something to a colleague over lunch, not at a boardroom table. 
• Keep your tone relaxed and direct. 
• Avoid corporate filler words like “paradigm,” “stakeholders,” “frameworks,” and “best-in-class solutions” unless they truly add meaning. 

Instead of: 

“Our cloud-native platform enables seamless integration across key verticals to maximize ROI.” 

Say: 

“Our tool plugs into your existing tech stack, so everything works together—and delivers better results.” 

Pro Tip: After writing your content, read it out loud. If it doesn’t sound like something you’d actually say, rewrite it until it does.

2. Tell stories that stick.

Psttt… facts inform. Stories persuade. 

You can shout statistics and product specs all day long, but if your reader can’t see themselves in the scenario, it won’t resonate. B2B buyers are driven by emotion just as much as logic—they want confidence, clarity, and reassurance that what you’re offering works. 

Bring it to life with: 

• Customer stories and case studies (bonus if they include real quotes). 
• Hypothetical “what if” scenarios that relate directly to your reader’s world.
• Before-and-after setups to show impact, not just features. 

Example: 

Instead of saying, “Our CRM increases sales productivity,” tell a story: 

“Before switching to our CRM, the sales team at Company X spent more time hunting for lead info than actually closing deals. Now? They spend 70% more time on revenue-generating tasks—and less time digging through spreadsheets.” 

Why it works: it gives your reader something to visualize. It makes the benefit feel real.

3. Simplify without dumbing it down.

Let’s kill the myth that complexity equals authority. 

It’s tempting to flex your industry knowledge with fancy terms and in-depth processes. But if your reader doesn’t instantly get what you’re saying, they’ll bounce. Fast. 

Your goal isn’t to impress—it’s to connect and convert. 

What simplicity looks like: 

• Use everyday language. Assume your reader doesn’t live in your world (even if they technically do). 
• Define any necessary technical terms the first time you mention them. 
• Use analogies to break down complex ideas. 

Example: 

Too complex: 

“Our AI analyzes behavioral data sets to algorithmically generate actionable segmentation models.” 

Simplified: 

“Our AI studies how your audience behaves online, then helps you group them so you can send the right message at the right time.” 

Ask yourself: would someone outside my industry understand this in one read? If not, revise it.

4. Inject a little personality (yes, even in B2B).

Professional doesn’t have to mean personality-free. 

Your brand voice should reflect who you are—and that voice can be clear, clever, or even a little quirky, as long as it feels authentic to your brand and relatable to your audience. 

If your tone sounds like every other brand in your space, that’s a problem. Blending in is the fastest way to get ignored. 

How to add personality: 

• Use humor (where appropriate). A light-hearted tone can make technical topics more digestible. 
• Ask rhetorical questions. They make your reader pause and reflect. 
• Lean into your brand’s point of view. It’s okay to sound different from your competitors—that’s often the point. 

Example: 

Instead of: 

“This platform improves operational efficiency and enables scalable growth.” 

Try: 

“Tired of juggling 10 tools just to get one report? We fix that—so you can stop patching things together and actually scale.” 

Personality builds trust. It shows there’s a real team behind the logo—and people like buying from people.

5. Format for real people, not robots.

Even the best content gets skipped if it’s hard to read. 

Remember, your audience is scanning—not reading every word. So help them out by making your content scannable, clean, and easy on the eyes. 

Think about: 

• Short paragraphs. Aim for 2–3 lines per block. 
• Clear subheadings. They guide readers and break up long-form content. 
• Bullet points and bolding. Highlight the important stuff. 
• White space. Let your content breathe. 

Example: 

This: 

“In today’s digital marketing landscape, performance-based optimization requires a multifaceted approach to lead acquisition and nurturing. Brands that wish to remain competitive must…” 

…is exhausting. 

This:  

Struggling to keep up with your leads?
We help you capture, score, and nurture them—without adding extra hours to your day. 

…feels inviting, right? 

Less B2B, more H2H (human to human). 

Behind every job title is a person. A person with goals, deadlines, frustrations — and a very crowded inbox. So when you’re creating B2B content, don’t just write for the buyer. Write for the human. 

That’s what makes content memorable. 

The best B2B brands know their real audience isn’t a company — it’s the people powering it. They don’t just share insights; they tell stories. They don’t just offer solutions; they show they understand. And in doing so, they build something more powerful than awareness: they build trust. 

Because at the end of the day, it’s not slick jargon or polished decks that drive decisions — it’s relevance, connection, and credibility. Make your content feel more human, and your brand will too. And that’s what earns you a place not just in someone’s funnel, but in their consideration.