In this episode of The Craft podcast, our host Rachel Westbury, Senior Editor at Shorthand, welcomes Jonathan Crossfield, a content writer and editor who specialises in 'un-boring' content marketing.

In between client projects, Jonathan writes a regular column on content writing and creativity for CCO magazine, published by the Content Marketing Institute.

Jonathan shares some insights into his work as a B2B content writer, and provides some actionable advice on how to make your B2B content engaging not only to the algorithm, but your audience, too.

He explains “Don't just stop at the initial idea. If you’re willing to develop the content idea a little bit more before you brief it out, if you can come up with that second idea to add to it — to add an analogy or create an unique angle to tell this story that you know your competitors aren't using — that will give the writer more creative latitude to play with, and create a piece of content that will stand out from all the other pieces of content on the same topic.”

Listen as Rachel and Jonathan discuss his creative approach to content ideation, tips and tricks to up-levelling your content briefs, and how to use the three-act structure to your content-writing advantage.

Guest at a glance:

Name: Jonathan Crossfield
What he does: Jonathan calls himself a storyteller because writer, blogger, editor, content marketer, journalist, copywriter and speaker wouldn’t fit neatly on a business card.
Company: Jonathan Crossfield
Noteworthy: Jonathan writes a regular column on content writing and creativity for CCO Magazine, published by the Content Marketing Institute.
Where to find Jonathan: Website | Twitter | LinkedIn

How to create un-boring B2B content with Jonathan Crossfield