Storytelling aside, B2B blogs are more fact-based than opinion-oriented.
We believe that business managers (whom B2B blogs target) require facts and data-oriented evidence to make objective decisions. The Chartered Institute of Personnel and Development (CIPD) and HBS are particularly advocating for evidence-based and data-driven decision-making practices.
However, blogs with chunks of facts and statistics are hard to digest and are seldom relatable.
So, we’ve developed the S.F.I.T. framework to help writers craft B2B blogs that are fact-oriented and highly relatable.
What is the S.F.I.T. framework?
S.F.I.T. is an acronym for Statement, Fact, Instance, and Transition. It’s a framework of how the elements of a paragraph or writing point can be presented in B2B blogs for high impact.
S – Statement
The first element of a high-impact B2B blog paragraph is a bold statement.
One of the objectives of B2B blogs is to emit confidence and knowledge. Making bold statements is one way to show readers how confident and knowledgeable a brand is. But it has to be more than just statements.
F – Fact
The second element of a high-impact B2B blog paragraph is a decent piece of fact to support the preceding bold statement.
A stand-alone statement –bold or timid– is an opinion. However, with a little fact, it becomes the starting point for something thought-worthy.
If a statement is too bold without a pinch of fact to support it, such a statement can be construed as a brag. And that’s not helpful.
Worth reading: Tips for Presenting Facts and Figures
I – Instance
The third element of a high-impact B2B blog paragraph is a real-life instance (or –if the concept under discussion is abstract– a lucid example) that readers can relate to.
An example of close relevance to the reader will make for a more relatable and engaging paragraph. A creative director will connect better with an instance about the horrors of finding and keeping skilled writers.
However, the Instance is not an imperative part of the S.F.I.T. framework. Including an instance in every paragraph may plague a B2B blog with bouts of short, disconnected stories.
Some bold statements and their accompanying piece of fact are self-explanatory. In such a case, adding further examples is redundant.
So, a rule of thumb is to add the Instance part of this framework to a paragraph only when the Statement and Fact are complicated or relatively difficult to comprehend.
T – Transition
Every high-impact paragraph ends with a fourth element: a transition.
The Transition is the conclusion of one paragraph and an introduction to the next paragraph. It ushers in your next bold statement.
This element is crucial to the flow of the entire blog because it connects one point to the next. Without the Transition, a blog is a series of independent and often disconnected talk points.
Worth reading: Yoast’s Guide To Using Transition Words
To be continued…