Stop wasting your readers’ time: A guide to creating content that matters

One lesson has stood out over my career in content marketing and B2B strategy: readers are busy, and their attention spans are shorter than we like to admit. Yet, repeatedly, I see whitepapers, articles, and reports starting with redundant, surface-level observations like, “The workplace is changing rapidly,” or, “Customer expectations are higher than ever.”

Well, of course they are.

Whenever I encounter this, I wonder what the writer’s goal was. To hook the reader? To demonstrate authority? If so, these attempts fall flat. Starting with something obvious doesn’t establish credibility—it risks alienating the very audience you’re trying to engage.

Instead of repeating what your readers already know, what if you surprised them? What if your opening line sparked curiosity or delivered a fresh perspective they couldn’t ignore?

Here’s how you can make that happen.

Think like your reader

As a marketer who’s worked with global brands and startups alike, I’ve learned that the best content respects its audience. Imagine your reader—a decision-maker at a Fortune 500 company or a time-strapped manager skimming articles between meetings. They’re not reading your content for the obvious. They’re looking for something that will make them pause, think, and, ideally, act.

Ask yourself:

• Does my first sentence add value?

• Does it challenge a common assumption?

• Does it make a promise to deliver unique insights?

Lead with the unexpected

An engaging opening doesn’t have to be controversial or provocative—it just has to break the mould. For example:

• Instead of: “More companies are adopting AI to improve efficiency,” try: “What if your AI strategy is doing more harm than good?”

• Instead of: “Cybersecurity breaches are becoming more common,” try: “Hackers don’t break in—they log in. Here’s why.”

These openings work because they intrigue the reader while signalling that you’ll deliver something deeper.

Keep the insights flowing

The opening is just the beginning. To sustain your reader’s attention, every section of your content needs to deliver value. Treat your audience like a guest at your dinner table—don’t serve them empty calories. Instead of padding your writing with generic statements, focus on actionable insights, vivid examples, and thought-provoking analysis.

Why it matters

When you start with something new, your audience takes notice. They recognize you as a voice worth listening to—someone who values their time and delivers substance over fluff. And that perception is gold, especially in the competitive world of B2B marketing.

It’s tempting to follow the template—to play it safe with the same predictable openings you’ve seen before. But standing out requires taking risks. It requires creativity and, most importantly, respect for your reader.

So, the next time you sit down to write, ask yourself: Am I telling them what they already know?

If the answer is yes, delete it. Your readers—and your reputation—will thank you.