3 editors share what makes a standout B2B piece
Great writing doesn't happen strictly in the writer’s world. And so, if you’re going to create B2B content that stands out– engages your target audience and converts, you need a great editor or resources to help you think like one.
The advantages are:
It bolsters your writing over time
Reduces edit time
Keeps you ahead in your writing career
Makes you a delight to work with
I remember sauntering into B2B writing 4 years ago as an intern. Although I had a good editor and amazing colleagues willing to give quality feedback on my work, it took me some time to get it right, even with the content marketing courses I took.
This is evident in the feedback from my editor, Victor Eduoh, Lead Strategist at VEC Studios, on my first internship piece. He said, “I don’t know where to place this article but I see you’ve improved on your research”.
Not the kind of feedback I expected but it fueled my desire to be better and led to my first published piece on crafting engaging SaaS content.
Safe to say Rosanna Campbell and a few other writers have a point when they make bold statements like this one:
Source: LinkedIn
But the thing is, not everyone gets to encounter great editors early on in their writing careers, and so they try to figure it out on their own.
In this article, I share highlights from my chats with seasoned B2B writers who have proven to know their craft as writers, and more importantly, as B2B editors, on what makes a standout piece.
Whether you are a beginner, mid-level writer, freelancer, or in-house writer, this article will help you think like an editor, produce standout B2B pieces that make you the go-to writer for clients, engage your target audience, and attract quality gigs and referrals.
Table of content
1. 3 editors share what makes a standout B2B piece
2. Other ways to create standout B2B pieces without an editor
3 editors share what makes a standout B2B piece
Content that stands out is clear and solves a problem. Here, you’d learn what makes standout B2B pieces from editors like Lily Ugbaja, Head of Marketing at Spicy Margarita, Victor Eduoh, Founder of VEC.Studios, and Jeremiah Ajayi, Content Marketer at RemotePass.
I asked these editors three questions.
1. As a B2B content editor and marketer, what are your recommendations for creating standout B2B pieces?
“Develop an opinion. The most memorable pieces I’ve seen all have one thing in common: a strong opinion. What is your stance about the topic? Form that stance, then let your writing flow from your stance, explaining it and defending it.”
“Step one is the appreciation of yours and others’ experiences, thoughts, and struggles. Step two is curiosity, thinking from first principles, and the thoughtful, articulate expression of your thought leaning on step one.”
“The key to creating standout B2B content is ensuring the piece is worth writing in the first place. This starts with thorough research to uncover the real, pressing pain points of your target audience. If your content doesn’t address genuine challenges or interests, no level of skillful writing will make it resonate.
Once you’ve identified a true need for the piece, develop a robust outlining process to ensure all loose ends are addressed before writing. This involves asking critical questions to clarify the angle, determining how to connect the dots cohesively, and aligning with your manager or editor on the content’s goals, structure, and call-to-action (CTA).
With a clear outline in place, proceed to research and interview subject matter experts (SMEs). This step ensures your content is authoritative, insightful, and provides real value. Go beyond surface-level insights to include data, trends, and unique perspectives that differentiate your piece from others. Additionally, think about the format and storytelling elements that will enhance readability and engagement whether through visuals, anecdotes, or examples.
Finally, refine the content during editing to prioritize clarity, conciseness, and a tone that resonates with your audience. Optimize for SEO without compromising quality, and incorporate feedback loops with stakeholders to maintain alignment with business objectives.”
2. What do you look out for in an article, and what do you hope to see after your first edit/feedback to the writer?
“The most important thing in an article is the structure (logic) and depth (the research). I feel like we can fix any other thing but a lack of strong research shows that the writer doesn’t know how to find the right data. Also when the structure is completely off, editing feels more like a rewrite.”
“Understanding the need for unique perspectives. Much better if they realize that unique perspectives empower their target reader to more easily solve a problem or make them to reconsider an old way of doing things. I want every writer I edit to understand the need for readers to leave every piece I edit, saying, “Hhmm, I never thought of it that way.””
“When I approach an article, I look for its ability to communicate a clear, accurate, and compelling argument that aligns with the brand’s goals and audience needs. My editing process happens in three phases—context edit, line edit, and scan edit—each designed to refine and elevate the piece systematically.
At the first phase (context edit), I aim to ensure the article’s clarity, accuracy, and uniqueness. I assess whether the argument presented is strong, logical, and backed by accurate data. The introduction is a key focus area: does it capture the reader’s attention and establish a compelling case for continuing?
I also check for originality and relevance—does the article bring fresh insights or connect dots in a way that sets it apart? For example, if discussing industry trends, are we unpacking deeper business implications rather than recycling surface-level information?
After this stage, I hope to see a draft that stands out for its thought leadership, clarity of purpose, and alignment with the target audience’s needs.”
3. What habits or disciplines can help a writer produce more helpful content?
“Learn. Approach each topic like an opportunity to learn about it. It’ll help you find the best research. Then, you’ll also start seeing things from the perspective of your target reader, and this here is key.
Helpful content meets the reader at their knowledge level, sharing less of what they already know and focusing on what they want to and need to know. That’s helpful.”
“Extensive and consistent T-shaped reading. That is, reading everything one can lay their hands on that’s related to the topic they’re writing about (the vertical T section) and reading broadly to articulate new-found ideas with broader perspectives (the horizontal T section).”
Jeremiah Ajayi shares seven approach to creating helpful content:
Engage directly with customers and teams: Regularly talk to customers and customer-facing teams to uncover real pain points, questions, and language that resonates.
Prioritize relevance: Address actual challenges or goals your audience cares about, ensuring every piece has a clear purpose.
Use their language: Mirror the tone, terminology, and phrases your audience uses to make your content feel relatable and authentic.
Avoid being overly salesy: Focus on providing value and solutions instead of pushing a hard sell. Help first, sell second.
Stay curious and research-driven: Constantly explore industry trends, ask questions, and dig deeper to uncover insights that set your content apart.
Write consistently: Make writing a daily practice to sharpen skills, generate ideas, and maintain momentum.
Test and iterate: Use feedback, analytics, and performance metrics to refine your approach and keep improving.”
Here’s my sum up of all editors' contributions.
Your piece is only worth writing if it solves a real problem
Develop clear thinking and a personal opinion
Be open to learning when writing on a topic, this helps you research deeply for unique insights and perspective, develop a strong argument and provide a helpful piece.
Other ways to create standout B2B pieces without an editor
If you’ve been a first content hire like myself or a freelancer without a consistent editor to beef up your writing, then you’ll relate to the consuming feeling of wanting to be sure your content is ready to hit publish.
To be bolder in your work, consider some practical tips to help you edit your work and produce helpful and rich content.
1. Read with intention
When reading B2B pieces you love or articles from top B2B brands, read to study what you think they did well. Things like formatting and sentence flow, citations, originality, active and passive voice, tone, and target audience help you to know how to write to a particular audience. With this knowledge, you can thoroughly analyze and edit your work.
2. Expand your perspective
Ideas and inspiration can come from anywhere. For example, you could be inspired by nature or a story told to you some years ago. My advice is to be a writer who's interested in things outside your sphere.
Be observant of your environment and read other things of interest. For me, I like to read fiction and watch movies. And yet, somehow, these experiences have a way of broadening our perspective and can add a unique perspective to the piece you're creating.
It may sound cliche, but return to the basics. Familiarize yourself with parts and figures of speech and note how they shape your sentences.
3. Find and connect with editors of the content you love
Build the right network by connecting with editors of the content you love.
According to Rosanna’s response to a comment on her post, notable editors are on social media platforms like LinkedIn. Check for certain job titles like Content Manager, Content Lead, and B2B Editor, and connect with them.
Some of them share tips on their social media platforms and can be open to virtual coffee chats; use this opportunity to ask questions you have.
4. Use editing tools like Grammarly and Hemingway
Tools like Grammarly and Hemingway help you catch typos and grammatical errors and make suggestions to help your writing be clearer.
However, it's best to collaborate with these tools to improve your writing rather than delegating all editing to these tools. Doing this will ensure you maintain a human tone that is relatable and sticky.
5. Embrace peer review
Two significant occasions where peer review was my lifeline (it's still my go-to) were when I started as a newbie writer and in my previous role as a first content hire. Notice my peer review and the results some pieces later.
Before:
If you don’t have a dedicated editor, make your peers one. Look out for writers who have a knack for quality content, are detailed, and whose works are commendable.
They’d help you catch errors and put your writing in a better shape before you publish. Besides this, constantly taking feedback and implementing it makes you think better and strengthens your writing, providing a more helpful piece.
After:
Through peer review, I became better as seen in the feedback above (shout out to Tamilore) But there's always a next level to growth. So, the journey continues.
Cutting through the noise to make an impact
Every expert writer started out as a novice, and every highly paid writer once had their season of trickles. The truth is, implementing the recommended strategies mentioned in this article would work to the extent you’re willing to accept and implement feedback.
Ben Goodey, Founder at Spicy Margarita, emphasized the importance of leaning into tough editors in his post, which is, becoming a great and well-paid writer.
When people see the value you bring through the standout pieces you create, you’ll begin to gain recognition and attract the right opportunities.
Besides putting in the work, relationship-building will help you move up the ladder in your writing career. Another is being in the right community that provides the support you need.
The State of Content Writing Report in Nigeria by Chidinma Ofoegbu states that 34% of writers in Nigeria say they get clients through referrals. This clearly shows the advantages of building relationships and being in the right communities.
It's important to know that real relationships are born and sustained when both parties are giving. Develop the right motive when getting to know people and joining communities.
Communities like Smarketers Hub put you in good company of writers and marketers with varied experience. You’ll not only get access to community resources, contributions, and feedback but also an opportunity to contribute your ideas to other marketers.
Sounds like a place you’d love to be? Join Marketer’s Room to connect with peers who’re ready to help you grow in your career.
Cheers to making new connections and creating standout B2B pieces.
