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Most B2B writers know that in a highly competitive content economy, it’s ‘be interesting’ or ‘be forgotten.’ Being interesting requires a creative mind and an ability to tell engaging stories. Yet many B2B organizations are stuck pumping out the same old dull blog content. Sure, you don’t miss a beat. But it’s a beat that no one is bobbing their heads to.
Getting attention in the B2B space requires some level of ingenuity, a great narrative, and an emotional connection. The demand for high-quality content has never been greater. This guide is designed to arm B2B writers with the essential tools and knowledge needed to craft compelling marketing copy and content. We’ll explore the best practices that can make your content not only read but resonate.
1. Get a Grasp on the B2B Landscape
B2B (business-to-business) marketing involves promoting products or services to other businesses and organizations. It differs fundamentally from B2C (business-to-consumer) marketing, which focuses on individual consumers. In B2B transactions, the decision-making process tends to be more complex and drawn out, involving multiple stakeholders.
The key to effective B2B writing is understanding your audience. B2B buyers are typically industry professionals who make purchasing decisions that will affect their company’s operations and bottom line. They look for efficiency, expertise, and ROI in the solutions they seek. Knowing this, B2B writers must tailor their content to answer specific industry questions, solve problems, and showcase their product’s direct benefits to businesses.
B2B writers often face the challenge of making complex, technical information accessible and engaging. The ability to translate industry jargon into clear, compelling content is crucial. Additionally, B2B writers must navigate the extended decision-making process inherent in B2B sales, finding ways to engage readers at various stages of their buying journey. Grab more insights on mapping content to each stage of the buyer’s journey below:
2. Research and Prepare
In-depth knowledge of the industry you are writing for is essential. Conduct thorough research to understand current trends, pain points, and the competitive landscape. This background will provide a solid foundation for your content and help you speak authoritatively on subjects that matter to your audience.
Extracting key information from client briefs is vital. Pay attention to any specific goals, target audience details, key messages, and stylistic preferences. A well-understood brief helps align your content with the client’s expectations and project objectives.
Identify and integrate relevant keywords for SEO and ensure your content reaches its target audience. Tools like Google Keyword Planner, Ahrefs, or SEMrush can provide insights into the terms your audience is searching for and help you optimize your content accordingly.
3. Structure Content for the Right B2B Audience
Organize your content in a logical manner that guides the reader through your arguments or explanations seamlessly. Use a clear introduction, body, and conclusion structure, with each section logically leading into the next.
Headings help break up text, making it easier for readers to scan and find information relevant to them. They also aid in SEO when they include target keywords.
Supporting your claims with data makes your content more persuasive and authoritative. Use charts, graphs, and infographics to present data in a digestible format, ensuring your points are clear and impactful.
4. B2B Writers Need to Engage
The tone of B2B content should be professional yet engaging. While it’s important to maintain a level of formality, incorporating a conversational style can make your content more relatable and readable.
Clarity is paramount in B2B writing. Avoid overly complex sentences and industry jargon that might alienate readers. Be concise—deliver your points succinctly to maintain the reader’s attention.
B2B readers value content that they can act upon. Include clear, actionable insights and practical advice that readers can apply in their professional roles. This not only enhances the value of your content but also encourages reader engagement and sharing.
5. B2B Writers Need to Know SEO
Integrating keywords effectively is essential for SEO but must be balanced with the need to maintain natural, engaging content. Use primary keywords in titles, headers, and early in the text, and sprinkle secondary keywords throughout the content to enhance visibility without keyword stuffing.
Leverage SEO tools like Yoast, Moz, or Google Analytics to analyze keyword performance and track the engagement levels of your content. These tools can provide insights into how well your content is performing and help identify areas for improvement.
Incorporating both internal and external links can significantly boost the SEO value of your content. Link to relevant articles within your own site to keep readers engaged and reduce bounce rates, and use credible external links to enhance the authority and trustworthiness of your content.
Get some great tips for SEO copywriting below:
6. Enhance Credibility Through Trust Signals
Use testimonials and case studies to provide proof of effectiveness and real-world applications. These elements are particularly persuasive in B2B writing, where purchase decisions are often scrutinized for their potential ROI.
Always cite your sources when presenting data or claims. This enhances the credibility of your content and demonstrates thoroughness in your research. Use reputable sources such as industry reports, academic research, or authoritative news outlets to support your arguments.
7. Don’t Skimp on Visuals for B2B Content
Use visuals that complement and clarify the text, such as infographics that summarize complex data or charts that track trends relevant to the industry you’re writing about. Visuals should add value, not just look “pretty.”
Ensure that all visuals are accessible to all users, including those with disabilities. Use alt text for images, ensure color contrasts are sufficient, and provide captions for videos. This not only improves accessibility but also enhances SEO.
8. Edit and Revise (You’re Not Done Yet)
After writing, take a step back and review your work with fresh eyes. Check for clarity, tone consistency, and the logical flow of information. Use tools like Grammarly or Hemingway to help identify grammatical errors and readability issues.
Incorporate feedback constructively. You might receive input from clients, peers, or editors, so use those critiques to refine and improve your content. Be open to suggestions and willing to make significant changes if they improve the quality of the work.
Tap proofreading tools to polish your content. Tools like ProWritingAid or Grammarly offer advanced checks that go beyond basic spelling and grammar, reviewing style, tone, and even sentence structure.
9. Analyze Content Performance; Improve
Monitor key performance indicators (KPIs) such as page views, time on page, click-through rates, and conversion rates to ensure your B2B marketing content is effective. These metrics provide insights into how well your content engages your audience and drives business objectives.
Gather data on user behavior and content interaction. Analyzing this data helps you understand what types of content perform best, which topics resonate with your audience, and where there might be gaps in your content strategy. Adjust your approach based on these insights to continuously improve the relevance and effectiveness of your content. And consider some of these tips from Andy Crestodina at Orbit Media Studios:
10. B2B Writers Should Keep Learning
The B2B marketplace and digital marketing landscape are dynamic and subject to constant evolution, thanks to technology. B2B writers can remain effective by staying on top of the latest trends, technologies, and best practices. Regularly read industry blogs, attend webinars, and participate in relevant workshops to stay current.
Consider furthering your skills through advanced courses in content marketing, SEO, and data analysis. Certifications from recognized institutions or online platforms like HubSpot Academy, Content Marketing Institute, or Google can also add credibility and enhance your professional profile.
Great B2B Writers Balance Art and Science
Crafting exceptional B2B marketing content is both an art and a science. It requires a deep understanding of the B2B landscape, a strategic approach to content creation, and a commitment to continuous learning and improvement.
B2B writers have the ability to produce content that not only captures the attention of their audience but also drives meaningful business results. The key to success in B2B writing lies in your ability to communicate complex ideas in a clear, engaging, and actionable manner. As you refine your skills and adapt to new challenges, you’ll not only grow as a writer but also add significant value to your clients or employers.
Want More Top Tips for B2B Writers (Especially for Fintech)?
Nice! We have some additional resources that might help you round out your fintech marketing program:
- Fintech Demand Generation Playbook
- Fintech Customer Acquisition Playbook
- Knowing When to Hire a Fintech Content Marketing Agency
- B2B Fintech Lead Generation & Marketing During a Recession
- Fintech Marketing Playbook
- Payments Thought Leadership Playbook
- The Financial Marketer’s Guide to Content Marketing
