Just because it's business to business doesn't mean the content has to be serious all the time. Does it?
Of course not. Why? Because we are all human and we like to laugh and to be entertained. I think B2B journalists tend to forget that readers are human and do actually enjoy the lighter side of life.
I have been looking back at some of my B2B acievements and some of them make me smile – the Diet Coke sponsored IT hunk of the year at Computer Weekly, for example, makes me laugh and cringe in equal measure. To think we printed a gallery of 60 hopefuls. I won't go on.
But seriously, content that puts a smile on your face will probably be shared and is probably far more engaging than some journalists might think.
A good example of engaging and funny B2B content is Tim Relf's Field Day blog over at Farmers Weekly.