All statistics in this article are entirely fictional and are included solely for illustrative purposes.

Key Takeaways: 

• Conversational language helps make technical topics easier to understand.
• Analogies and real-world experiences are a technical writer’s best friend.
• Only include data that your audience will find valuable.

Technical content doesn’t have to be boring.

I don’t know when we collectively decided that intense formality is needed when presenting important data and ideas, but we can do better.

This writing style is fine when presenting peer-reviewed academic research or a report—when the target audience has no choice but to read such work.

But when we’re developing B2B marketing materials, there’s no reason why they can’t have a bit of umph and creativity. In fact, they need personality if they’re going to compete against the millions of online marketing materials that are published daily.

Presenting information is easy. Doing so in a way that draws in and maintains an audience is where the challenge lies. Here are my top tips to inject excitement into the most boring topics.

Pretend you’re talking to a friend

When a friend asks you about your job, do you inundate them with professional jargon? Or, do you distill your role in a way they can understand?

Assuming you said the latter, you need to do the same when crafting a technical blog post.

Remember, even though you’re writing for a B2B audience, it doesn’t necessarily mean you’re speaking to your peers. Unless your audience shares your background, they won’t understand what you’re talking about if you fail to use accessible language.

As you draft your piece, pretend you’re having a conversation. Place yourself in a coffee shop rather than a lecture hall; choose terminology that the layman will understand so you don’t lose your readers.

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Use real-world examples to explain data

Don’t just present data. This is boring, and it will lose audiences real quick. Instead, create a narrative around the data to make it more digestible.

For example, let’s say that you’re writing an article about the benefits of remote work over in-person. You’ve done some primary research, and you have a ton of data about remote work productivity and what employees prefer. 

You could list out those statistics and call it good. But, not only is this dull, but it runs the risk of your audience misunderstanding the data and misses out on an opportunity to lead your readers to a certain conclusion.

Instead, tell a story.

This morning, my alarm went off at 6:00. I spent an hour journaling and practicing yoga before heading to the kitchen to make my breakfast. From 7:30, I did various personal tasks—planned my weekend, texted my mom, made some appointments—before sitting at my home office desk at 8:30. Before I clocked in at 9:00, I had some time to gather my thoughts, take stock of my tasks for the day, and ready myself for the work ahead. 

In the three hours before I clocked in, I was able to get a significant amount of important personal activities completed so that I could fully focus on my work day. If I had an in-person position, much of this time would have been spent on a stressful commute. 

My experience isn’t unique. We found that 65% of those who work remotely felt as though they were more focused than when they worked in the office, and many of them listed having more time as the reason.

Framing a story around the data packs more of a punch and makes a point. Data without context means nothing.

Read more: Content Strategy Best Practices 2025

Offer creative analogies

When covering a technical topic for a non-expert audience, you must bring tangibility to abstract concepts. You can do this by creating analogies and using real-world examples.

Say you’re writing a blog about the importance of investing in a company’s sustainability program.

You could say, “Companies that invest in ESG programs led by a Chief Sustainability Officer outperformed companies that didn’t invest in sustainability at all by 14% in total shareholder return.” 

Or, you could make an analogy:

Investing in sustainability programs is like buying a car. 

Traditional companies that ignore ESG are sticking with their old, reliable sedan. While it seems they save money by foregoing a new car purchase, the sedan is a gas guzzler and in constant need of repairs. This is a huge expense over time.

Companies that have invested in ESG, on the other hand, chose to buy a new hybrid. Although this carries a high initial cost, it uses less gas and requires fewer roadside fixes. Over time, the new hybrid is a much more cost-effective option than the old sedan.

Data is boring. Analogies that illustrate the data make an interesting point.

Answer the question: What matters to my audience?

Many experts get hyper focused on minor details. The truth is that, unless they’re your peers, most audiences won’t care about most of the data you’ve collected.

It can be heartbreaking to cut information when you’ve spent a ton of time researching and gaining insights that you want to share, but the facts that you find interesting might not align with your readers’ needs.

When writing a blog post that shares your insights, act like a journalist. Find where the story lies. 

The ultimate goal of content marketing is to eventually bring in customers. Even informative top-of-the-funnel content pieces, thought leadership, and primary research articles must have this final goal in mind. 

Your first step, then, is to determine your argument or thesis based on what your audience will find most valuable. Once you’ve figured out the point, you can choose the data you’ve gathered that backs it up.

The good news is that this means you can (and should!) create multiple pieces of content from a single data set. It’s likely you’ll find multiple insights that your audience can benefit from. Rather than presenting them all at once as a report, split them into multiple content pieces that your audience will find useful.

Read more: How to Leverage Ghostwriting to Boost SEO, AEO, and Revenue

Hire a professional writer

Not to plug my services (okay, 100% to plug my services—it’s content marketing in action!), but a professional writer offers all the right skills to ensure that you craft a solid message around your technical pieces.

I’ve worked with a lot of experts in an array of technical fields, and they struggle to explain things in layman’s terms. It’s an inevitable phenomenon; they spend much of their time communicating with their peers, and they forget that most of their knowledge isn’t common.

A professional writer will take your data and create a story. We’ll find the parts of your research and insights that are important to your audience and explain them in a way that’s not only digestible (the bare minimum), but also a pleasure to read.

Not only that, but we’ll transform your research into marketability. We’ve got the skills to guide your readers to certain conclusions, helping them to see your company and its offerings as a solution to their challenges.

Primary research is an excellent way to prove your expertise. But, it means nothing if no one takes the time to read it.

Hire a professional writer to turn your data into storytelling, and watch your research convert into sales.

Interested in learning more about how I can bring your technical pieces to life? Let’s chat!