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The Content Conversation: Why Our Approach to B2B Content Works

“They didn’t understand me, my brand, or my voice.”

“They didn’t understand my industry or expertise.”

“They didn’t understand my audience or their needs.”

These are some of the top complaints business leaders express about agencies they have trusted to craft their thought leadership content.

It’s not difficult to see why they feel this frustration, especially if they work in a complex industry. The topics are nuanced, and finding the right content partner to accurately represent the information and convey their unique perspective can feel a bit like finding a needle in a haystack.

Businesses in complex industries need a unique content partner—one who gets them, their subject matter, and their audience.

Well, here’s some good news: Every Little Word has successfully supported clients in a range of complex industries: manufacturing, law, computer science, healthcare, higher education, tech, and more.

How do we do it without being experts in these industries ourselves?

It all comes down to the Content Conversation℠.

We Leverage Our Values to Reveal Your Vision

The Content Conversation is Every Little Word’s approach to creating content that is expert, unique, and flavored with thought leadership every time. It involves interviewing subject matter experts and using their expertise to craft high-quality content. You think it. We write it. This approach makes our team “industry agnostic,” meaning we can tackle a wide range of topics with just about any subject matter expert and deliver exceptional results.

Our Core Values inform every Content Conversation we have with our clients. These three values, in particular, are the driving force behind our streamlined, successful method for creating killer content: hungry to learn, be resourceful, and extreme accountability.

Hungry to learn

Our team has an insatiable appetite for learning and growing, which comes in handy when we’re talking with a subject matter expert about a complex topic. We ask questions, confirm our understanding of your answers, and adopt the language of your industry to communicate your ideas accurately. In short, if you’re excited about the ideas you have to share, we’re excited to write about them!

Be resourceful 

We believe self-reliance is the best way to honor your time and energy, and we do everything possible to make your collaboration in content creation as effective and efficient as possible. Once we’ve gathered the information we need from our Content Conversation, your involvement should be minimal until it’s time to review a clean, polished draft. 

Extreme accountability

Agencies like ours that create content marketing for B2B organizations must prioritize precision and clarity in writing—and we take that responsibility very seriously. Should we ever miss the mark, we course correct quickly. We take full ownership of every word we write, and if we make mistakes or misunderstand a concept, we take ownership of fixing it. We then implement new strategies to prevent those issues from recurring.

How a Content Conversation Solves the Top 3 Content Concerns

Extracting ideas from a subject matter expert’s brain is a tough job—but we’ve honed a process to do it effectively (and, despite how it sounds, painlessly for our clients)! Here’s how a Content Conversation enables us to overcome the issues you may have encountered with previous content marketing partners.

1. You, your brand, and your voice

It’s frustrating to share your ideas and insights only to read a final article that sounds nothing like you, misrepresents your brand, and doesn’t apply the proper tone.

The Content Conversation allows us to hear how you really talk, from the formality of your speech to the specific vocabulary you use.

No, we do not simply record our calls, clean up the transcript, and call it thought leadership. Every narrative is fully developed into a piece of custom content that invites your audience to learn from your expertise and connect with your story.

By speaking directly with subject matter experts and implementing the feedback provided, we’re able to develop a detailed understanding of your preferences, which we document and reference each time we create a new piece of content for your brand.

2. Your industry and expertise

As experts in thought leadership content, we’re committed to genuinely understanding your insights so we can write about them effectively. Sure, we could do some light research on a keyword and put together a passable blog post, but “good enough” is not our goal. We aim to create content in your voice, and that means embracing your ideas as if they were our own.

A Content Conversation with us is highly interactive. It’s not uncommon for clients to demo their concepts through screenshares, hand gestures, or makeshift props. We won’t stop asking questions until we are confident we understand what you’re talking about. 

Sometimes, that means putting the brakes on a conversation to confirm our understanding. We ask clarifying questions. We ask you to explain a concept again or state it differently. We try to explain the idea back to you as a knowledge check. 

We also work behind the scenes to keep your editorial team consistent, which means your writer and editor grow in their understanding of your business over time. The end result is content that appropriately demonstrates your industry expertise—instead of sounding like it was written by someone who never quite grasped the ideas.

3. Your audience and their needs

Every audience is unique. It’s our job to understand your audience and how they digest new ideas.

When content misses the mark for its audience, it’s often because the content isn’t calibrated appropriately for the intended reader. The content might be too basic, restating concepts already familiar to your audience, which means it doesn’t bring anything new to the table. Or the content might be too sophisticated, sharing ideas that are so unfamiliar that the gist of what you’re trying to say flies over the reader’s head completely.

Here’s how we handle this challenge. First, we make sure WE understand your content. During a Content Conversation, we actively engage, asking you to explain your ideas and elaborate on the more complex concepts. If we don’t understand what you’re talking about, there’s no way we can write about it effectively. 

After we’re certain that we understand the concepts on a foundational level, we recalibrate to the appropriate level for your audience. In many cases, your audience has some familiarity with the topics you’re discussing—but they certainly don’t know as much as you do. So, we tease out which ideas need more explanation and which ones we can assume are part of the foundational knowledge base your audience already has. 

During a Content Conversation, we’ll ask questions like, “How well does your audience already know this topic? What problems should your message solve for them? How can we break down this idea for the least sophisticated member of your audience? Will all these acronyms and industry terms be familiar to them?”
As we get to know you, we also get to know your audience, and we can calibrate the complexity of your content accordingly.

Have a Content Conversation with Every Little Word

The heart of the Content Conversation is collaboration. We’re experts in content creation, but you’re an expert in YOU: your brand, business, industry, and audience. Together, we can turn your expertise into valuable content you’ll be proud to call your own.

Your hard-won wisdom deserves quality content that showcases the industry thought leader you are. Give Every Little Word the opportunity, and we’ll create content that has you saying, “It sounds like me—only better!”   
Find out what we can do for you. Book a Discovery Call!

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