B2B Copywriting
B2B copywriting is the act of writing content, known as copy, which companies use to inform other companies about their products or services. People print B2B copies on paper documents, like brochures or manuals, or published online.
Types Of B2B Copywriting
- Tech Reporting – tell stories about the people behind the technology.
- Brand Storytelling – write human-interest pieces about how your brand helps people.
- Technical Writing – translate technical babble into plain speak.
- Ghostwriting – be the voice of a company’s executives.
- UX Writing – write copy for websites and apps. Educate and guide users.
- Content Marketing – teach people to solve problems, sometimes with a product.
- Research – interview, investigate, write, and report.
- Social Media Writing – be fun in a notoriously un-fun place.
- Sales Enablement – help the sales team close deals with decks and scripts.
The Purpose Of B2B Copywriting
Every B2B writing project begins with a ‘why’ companies want to create content to fulfill specific goals. Below are some of the most common ones:
1. Generate Awareness
B2B copy is geared toward the early stages of the buyer’s journey. This is the phase in which a potential buyer has recognized they have an issue and starting to think about possible solutions. Writers create copy for this stage to help companies generate awareness among potentially interested buyers.
This might mean writing copy for social media advertisements or SEO web pages, which answer a question that people search in search engines. In addition, it might mean creating blog posts and other content that helps a brand establish itself as a trusted source of advice, or an executive as a thought leader in an industry. The goal is to educate readers about the problems they are facing and entice them to learn more about a solution. Examples include social posts, SEO pages, ad campaigns, blog posts, and print brochures.
2. Attract Leads
B2B copy directed at potential buyers is always in high demand. The copy is known as ‘leads’ for those who are interested in a brand but are still weighing their options. The goal of this kind of writing is to inform the audience about a product and persuade them it is a good fit for their needs. Examples include product landing pages, E-newsletters, and email nurture programs, and E-books and guides.
3. Close Deals
B2B copies support the sales team by creating content they can use in conversations with prospective customers. These resources might take the form of slide decks, white papers, or success stories from existing customers that can help a prospect make a final decision to buy.
4. Create An Exceptional Customer Experience
The need for compelling B2B copy does not end when a customer decides to buy it is just the beginning. Businesses need UX writers to obsess over precise word choice that makes their software or websites simple and intuitive to navigate.
Companies also use B2B copies to create documentation that allows users to understand and utilize their products effectively. For example, companies employ technical writers to create manuals, write user guides, and FAQ sections in a way that is digestible, searchable, and reader-friendly.
What Makes Good B2B Copywriting
The qualities of good B2B copywriting are similar to any other kind of good writing. Good B2B copy is concise, persuasive, and even witty. However, B2B readers look for other qualities that you might not find in, say, a news article or a page-turning novel.
Conclusion
Do you think your company needs B2B copywriting? Are you struggling with your B2B copywriting? Do not worry as you can always seek help. We have professional B2B copywriters who can help you write amazing copies. Talk to us today.