Many brands find B2B writing challenging, and it’s not due to a lack of ideas or expertise. The struggle often stems from forgetting that business communication is still human communication. When content is filled with jargon, sounds robotic, or focuses too much on features instead of the actual problems customers face, it tends to fall flat. The audience may scroll past, click away, or worse—never even find it. Read on to learn more about why so many brands get it wrong—and what you can do to get it right with the experienced content strategists at Content Trident. 

Why Content Marketing Matters for Your Business?

What are the Reasons for Brands Not Getting B2B Writing? 

Use of Complicated Language/Tone

One of the most common issues is overcomplication. In an effort to sound professional, many B2B brands slip into dense, academic language that feels more like a whitepaper than a conversation. However, research shows this often backfires. The Nielsen Norman Group found that users are far more likely to engage with content that is simple and easy to read. If someone has to read a sentence twice to understand it, you have probably already lost them.

Lack of Personalization and Emotion

Another issue is forgetting the human element. Just because your audience works in “business” doesn’t mean they want to read something that feels cold or transactional. They still respond to emotion, empathy, and storytelling. For instance, instead of just listing the benefits of your product, you could tell a story about how it solved a specific problem for a customer. In fact, a study by LinkedIn’s B2B Institute revealed that this kind of emotionally resonant messaging creates seven times more business impact than purely rational content. The most effective B2B writing addresses real concerns and feelings, such as fear of failure, a desire for efficiency, or the need for recognition, not just the technical specifications of a product or service.

Drives Attention, Not Value

It’s also easy for brands to get caught up talking about what their product does rather than what it actually solves. But readers don’t care about a feature unless they understand how it helps them. Gartner research indicates that B2B buyers now spend only 17% of their journey meeting with potential suppliers, which means content must carry the majority of the weight. If your writing doesn’t clearly show the value, your audience won’t wait around to figure it out.

Inconsistent Tone

Another barrier is inconsistent tone and messaging. When blogs, emails, landing pages, and social posts all sound like different people have written them, it creates confusion and weakens brand trust. A unified voice builds recognition and credibility, but many businesses miss this step in their content planning. A well-defined brand voice not only helps your team write more effectively, but it also makes your content feel familiar, intentional, and reliable.

Poor Strategy

Many brands simply don’t have a clear strategy behind their writing. They produce content without clear goals, without knowing who they’re writing for, or without a structured approach to how it all fits together. As per the Content Marketing Institute, 64% of the most successful B2B marketers have a documented content strategy. Without it, even the best-written content can fall short of its potential.

How Can Content Trident Help Your Business?

At Content Trident, we help businesses turn all of this around. We believe B2B content can be smart without being stiff, and persuasive without being pushy. Whether you need help simplifying your website copy, writing engaging thought leadership articles, or developing a comprehensive content plan from scratch, we bring a blend of clarity, creativity, and strategy that converts readers into customers.

In today’s noisy digital world, it’s not enough to just publish content. Your content has to stand out, speak clearly, and connect meaningfully. That’s what we help you do at Content Trident—because good content doesn’t just inform. It performs.