Cracking the code: using acronyms in B2B writing

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What do you think of this sentence? Even if you’re familiar with all its acronyms, chances are it will still put you off reading further.

Acronyms are created for speed and ease of reading, and they can certainly come in handy when conciseness is crucial, such as in Twitter updates. But when overused (or badly used), they can actually achieve the opposite result, alienating and slowing down your reader. 

This is a particular problem in B2B technical writing, where copy might have to appeal to both industry specialists and readers who are not familiar with industry-specific jargon. So, when should we use acronyms, and how?

The rule of thumb

When using any type of abbreviation, it’s good practice to explain the expression in full in the first instance, with the abbreviated version following in brackets. It’s only necessary to do this once, with the abbreviation being used on its own in all following instances.

However, even when following this rule, acronyms should be used sparingly to avoid overwhelming the reader. A good test is to read your sentence out loud and assess if it flows well, or if an excessive use of acronyms is turning your text into undecipherable code.

Like most things in content writing, the choice of whether to explain acronyms or not usually boils down to one consideration: your audience. 

How to choose?

Some acronyms – such as DNA, PIN, GIF, LASER* or SCUBA** – have become so well-known that they are better understood than their spelled out versions, meaning you can rest assured that your audience won't be confused. In these instances, how you write the word will be entirely based on your personal preferences and available space. This is also the case with many geographical names – such as the US, UK and EU – or with acronyms that gain quick popularity during a specific period, like COVID-19 or even WFH.

However, some acronyms might only work for specific audiences, and should be left unexplained only if you’re intentionally – and hopefully with great care – trying to achieve a sense of exclusivity by addressing a selected few. On the other hand, when targeting a larger or mixed audience, it’s always best to include the spelled-out version.

What about SEO and readability?

Acronyms and abbreviations are essentially treated by Google as synonyms of the full expression, meaning that when we target abbreviations as keywords, their full versions will be automatically targeted as well. As such, acronyms do not usually impact SEO and can actually allow us to target two forms at the same time. 

It’s still important to consider that acronyms might disrupt your readers’ flow and divert them away from your content as they look for the meaning of unfamiliar expressions. This could negatively impact bounce rates and time spent on page. 

Depending on how you use them, acronyms can contribute to making your B2B copy snappy and engaging, or cryptic and confusing. If you’d like some expert advice to make sure your content hits the spot, grabbing and retaining the attention of the right audience, our content writers can help. Give us a call on 01564 742848 or email team@themarketingpod.co.uk.

*Light amplification by stimulated emission of radiation

**Self-contained underwater breathing apparatus