Who doesn’t like brands that can tell a good story?
In a competitive market, producing quality content for your audience is very important. But this does not mean that it is such an easy task to perform.
You need to analyze several factors to be sure that your text is relevant for potential buyers.
And when it comes to B2B Content Marketing, B2B writing needs to be put into practice.
- But what is this concept all about?
- What are the main characteristics and differences in comparison to content produced for the final consumer, for example?
- What skills are important when producing such content?
- And what tips can help you apply B2B writing at a high level?
In this blog post, we will answer all of these questions, so keep reading!
What is B2B Content Writing?
B2B content writing is the production of content aimed at positively impacting the audience that needs to make decisions for the company they represent.
Instead of communicating with the final consumer, this strategy proposes to direct the message to those who are representing a company and need a solution offered by your business.
As in any Content Marketing strategy, it is necessary to define a persona, a goal, and a tone of voice, but the most relevant aspect of B2B content writing is to understand that this is an even more qualified and demanding audience.
This means that it is necessary to produce even deeper and more relevant content to achieve a conversion.
In B2B’s case, an action from the audience is something that hardly happens on impulse.
What are the Skills Necessary to Write for B2B Companies?
If you want to understand better the skills needed to work as a B2B writer in a company, check out the following points:
Comprehend your audience’s needs
Understanding the needs of your audience is even more important in B2B writing.
Any content produced needs to take into consideration their demands and goals. Otherwise, the results achieved are unlikely to be satisfactory.
Your solution may be great, but it won’t generate the expected return if it doesn’t directly impact the decision maker’s pain.
Know all the qualities of your product or service
Another essential aspect for those who want to work in B2B writing is to know thoroughly the qualities of your product or service.
After all, you need to convince someone else to hire the solution offered by your company.
And how are you going to do that if you don’t dig deep into the benefits and features of what you are offering?
A very important skill is to always understand as much as possible about your subject matter.
Always present a solution to the reader
Storytelling can be relevant here, because it helps you to present solutions to your B2B public.
By knowing your audience’s pain, you can understand which of your solutions is the most suitable for them.
But don’t forget: all content, no matter how well-produced, needs to contain a solution to the reader at the end, ensuring that he understands what gains your company offers compared to other competitors.
B2B vs B2C Writing: What’s the Difference?
Another important topic to ensure that the B2B writing process is efficient is to understand how it differs from B2C writing.
The first topic you should note is the relationship between emotion and reason.
Communication when talking to the final consumer can be more emotional, but the same is not true when talking to a more corporate audience.
After all, it is unlikely that the reader will be the one to make the final decision.
Therefore, it becomes important to offer rich and valid arguments for them to present along their hierarchy, which increases the chances of closing the deal.
In short, you need to provide relevant ideas so that your reader can convince decision-makers to hire your company.
Another important difference is in the choice of channels to advertise your business.
Let’s imagine that you want to disseminate your content on social media. In B2B’s context, perhaps LinkedIn is more suitable than Instagram.
Understanding these particularities helps boost your chances of closing a deal by communicating accurately within the right channels.
5 Tactics to be a Great B2B Writer
Now that you know the differences between writing styles, check out some recommendations for being an excellent B2B writer.
1. Create a complete plan
This tip is valid for any audience, but it becomes even more important when talking about B2B.
Since you are talking to people who work with that subject, you need to invest in nurturing that audience and this can only be done with regularity in your publications.
But it’s not just about defining a title and thinking you’re all set.
You have to think about what topics will be covered, the keywords, the CTA, and the other factors that can streamline your production.
The idea is to make the writing process even easier, allowing you to find the necessary time in your schedule without disrupting your routine.
Delays happen, but with thoughtful planning and an editorial calendar, they can be greatly reduced and your content will gain quality and impact.
2. Perform more detailed researches
One of the biggest challenges of B2B writing is being able to communicate effectively with a more demanding audience.
While consumers don’t always know what a product or service is about, in the B2B market this is not the case.
In other words, you can’t just produce content in a generic way — it is necessary to conduct more in-depth research for your production.
This reinforces the importance of teamwork: imagine your company sells a CRM tool and wants to talk about one specific functionality of this solution.
The problem is: you don’t entirely understand its benefits.
Why not talk to someone in your company who works on the technical side and can give a more enriching testimonial about the details of that tool?
This detailed knowledge will certainly help convince the reader about your solution.
3. Don’t forget about the visuals
The B2B reader doesn’t have time for a bad experience.
Therefore, you need to focus on creating content with quality scannability.
The structure and formatting of the text need to be analyzed, ensuring that the reader can follow the message that is being communicated practically and efficiently, without generating any kind of discomfort.
Within the scope of scannability, you can also think about developing content in other formats, increasing the chances of creating a positive experience for the reader.
If you want to present a step-by-step on how to use the CRM tool that your company offers, besides text content, why not create an interactive infographic or even produce a very explanatory video?
4. SEO is still important
A vital part of any Content Marketing that should always be part of your planning is search engine optimization (SEO).
It will guide your content and guarantee its relevancy, adding value to your product and ensuring that the reader feels convinced to do business.
SEO is the best option to help you get a prominent place in the main search engines. After all, your content must conquer a better position than your competitors.
In addition, the right keyword choice is even more important since your audience is likely segmented.
And B2B SEO can be a differential to attract those consumers who aren’t familiar with your products.
5. Don’t limit the scope of your content
A serious mistake that B2B writers can make is to limit the reach of their content.
Yes, SEO is very important for those who want to stand out within the online environment, but it should not be the only method of obtaining the attention of potential customers.
Whether it is email marketing or a social media presence, it is essential to use the right channels to promote your content.
The idea is to be able to further expand the reach of your texts, especially in organic traffic.
Additionally, specific situations may indicate that investing in paid traffic is more beneficial such as for start-up brands or companies launching new products.
Wrap Up: B2B Writing Doesn’t Need to be a Challenging Task
It really doesn’t.
There are several steps to implement to organize yourself and create an efficient and productive work and writing rhythm.
Understanding the differences between the types of writing is the first step to produce increasingly relevant content. This will continue to highlight your brand in a competitive scenario.
By following the tips we have presented throughout this article, you will be able to build an even more interesting and effective strategy for your audience, ensuring that your investments can deliver the expected results.
Now that you know how to invest in B2B writing, how about increasing the reach of your strategy?
Continue on our blog and find out how to build a B2B Content Marketing plan!