Want to consistently create content that generates leads? Then check out the best methods of attracting the right audience and our tried and tested B2B copywriting tips.  

40% of all UK companies get most of their income from B2B activity with revenues exceeding £1.7 trillion. Yet, getting in on the action is no cakewalk.

B2B marketing is a hard nut to crack. The internet is littered with content and options. But it’s not all doom and gloom. To cut through the noise requires a particular approach.

In this blog, I’ve assembled some top B2B copywriting tips and the best channels to utilise to ensure your message resonates with the right people.

So, strap up. Let’s get stuck in!

What is B2B copywriting?

B2B copywriting is written marketing content tailored especially for one business to sell its products or services to another company. Hence the “B2B” (Business to Business).

Unlike B2C (Business to Consumer), where you speak directly to consumers on behalf of a business, you’re speaking to business owners instead.

And yes, this makes a difference to the way we write. Rather than engaging consumers, you’re engaging brands. So, it helps to have some industry know-how, including data-lead knowledge of their needs, consumers and market.

Due to the professional dynamic, most B2B copywriters would suggest that B2B copywriting takes on a more formal tone. And while this is true, we at Content Chef believe it also depends on the industry and your target audience.

Like all copywriting, B2B content should adapt to its environment and intended purpose. So, don’t be afraid to stick your neck out a bit and express some brand personality.

8 B2B copywriting services

Now we know what B2B copywriting is, let’s explore the best channels to showcase your company.

1. SEO  

Most effective pieces of online copywriting tend to begin with SEO research. Whether optimising a website to become more prominent or publishing blogs that answer your consumer queries, SEO feeds nicely into high-class content marketing efforts with topic clustering and thought leadership.  

For example, your average B2B buyer will consume 3-7 pieces of content before contacting a business. Therefore, the more you express your expertise and capabilities that interlink and support your B2B credibility, the more likely you can convince your B2B buyer to invest.    

B2B copywriters should be well-versed in SEO, from knowledge to strategy and execution. Keywords become the bricks and mortar that give your business services/products structure and definition to stand out online.  

2. Website content

Website content is probably the most crucial piece of content your business displays. Not only is it vital in helping your business rank high on search engine results pages (SERPs), but it sets the staple for your business online.

Setting the right impression on other businesses weighs heavily on the experience they receive when visiting your website. And while design and UX are all vital elements, B2B copywriting is significant for how users receive your brand and whether they’re willing to invest.

B2B copywriters should have experience creating copy for your website that speaks on behalf of your business in the correct tone of voice (TOV) and remains fluent in your brand mission, vision, and values.

3. Blogs

Publishing blogs is another effective B2B copywriting service that helps distinguish your business credentials. Once again, it appeals to your SEO strategy while establishing your industry prowess.

As longer-form content, blogs also work as an effective gateway touchpoint piece, leading from “consideration” into “decision” and “conversion”, due to the amount of valued content you can offer in one piece.

From highlighting benefits to discussing technical processes in depth and interlinking content across multiple publications, you can become a thought leader in your B2B industry and convince your buyer that you’re the best option for investment.  

4. Social media

As social media continuously integrates itself with professionalism and business opportunities, B2B possibilities improve simultaneously.

The top-performing platforms for social media networks remain the usual suspects – LinkedIn, Facebook, and YouTube. But depending on your business and industry, more and more opportunities are presenting themselves across platforms like Instagram and TikTok.

LinkedIn remains the clear favourite for B2B copywriting as a professional networking hub. And the engagement for business profiles is improving, with users now able to strike up conversations with brand profiles and vice versa.

Plus, LinkedIn can bridge the person with the professional by enabling users to post B2B content on specific industry-related issues for a professional audience.

5. Case studies

With 54% of B2B buyers engaging with case studies and 29% believing they are the most valuable resources when researching B2B purchases, case studies are a keen choice for B2B marketers to build credibility and trust with their audience.

From a readability and relevance perspective, case studies remain “evergreen” and are easy to repurpose in other content forms, such as organic social media posts.

In contrast to traditional marketing efforts, case studies provide valuable insight for B2B companies as trusted references that inform their buying decision.

Compared to B2C, where a consumer can buy a single product for a relatively small price, B2B investments tend to be more expensive, demanding more consideration which reliable content like a case study can support.        

6. Email

Email marketing can take on various content types, such as newsletters, product updates and promotional offers.

A solid B2B email marketing campaign will include impactful subject lines, personalised content, and a conversational tone. While all these things sound like B2C techniques, B2B copywriting is successful when speaking directly to the people behind the business and not just relying on professional formalities.

7. White papers/e-books

Publishing white papers available to download or print shows your B2B buyer how you intend to solve their business problems directly, formally and professionally. White papers suit technical and complex content involving how your products or services work with specific details, requirements, regulations, etc.

E-books are like white papers, intending to inform your B2B buyer with valuable information in educating or addressing your solution to an issue. These pieces of content are valued because your B2B buyer can learn important details that resolve their business problems.

In providing this content, you build a healthy connection that can be invested in later when services and products are required.  

8. Traditional marketing techniques  

Due to the abundance of marketing opportunities online, the digital marketing world dominates. But rather than reject the old ways. Instead, it presents opportunities to report back to good old-fashioned tradition.

Yes. There are many ways to keep traditional marketing efforts alive for B2B purposes, such as print, broadcast and direct mail marketing.

Even managing a “lumpy mail” campaign can appeal to B2B clients. For example, including a gift or product in the post can generate some rapport and add excitement to the experience (but more on this later...).  

On this note, it can also pay to be funny with these campaigns and not be afraid to show your random, human side.

3 B2B copywriting tips

Despite being a different target market, in some ways, B2B copywriting uses the same technique as B2C. After all, your main aim is to evoke action from our readers and generate conversions.

But before you get there, you must ignite some interest and engage some consideration before you provoke a decision.  

Here’s how you can go about it:  

1. Know the B2B buyer. Pave their journey.

As marketing 101, we don’t need to linger long on this point. But who is your buyer, and how do we target them?

While there are business owner and senior decision-makers, B2B copywriting can also appeal to other target audiences such as “initiators”, “users”, and “gatekeepers”.

In other words, those who first become aware of your product/service, those who use your product/service and those who control the flow of information from your product/service to the target B2B buyer.

Each member has a purpose in the buyer journey and suits specific forms of content from the B2B copywriting list of services.

Like in a marketing sales funnel, we aim to expose the B2B buyer issues by creating “awareness” and “interested” touchpoints for our initial engagement.

“Oh. Hello, fellow business owner. I see you have a problem, and it so happens that I can provide the perfect solution.”

Before proceeding to explain our understanding of the issues. We then provide a solution with our services/products to persuade our readers to invest.

In a nutshell, this process represents your B2B buyer journey, with all the different services (listed above) fitting specific touchpoints along the way.

Use the data at your disposal and find insights to give you an edge over your competitors. Because creating content to accompany your B2B buyer on their journey relies on understanding them in greater detail.

2. Specify your storytelling

After you comprehend the B2B audience and market, it’s time to walk the walk and talk the talk. Because despite the formula of B2C and B2B copywriting being similar, the language should inevitably switch.

In B2B copywriting, it pays to be specific and not generalise about a business or industry. Like mirroring, speaking the lingo of your B2B buyer is one way you can gain trust.

For example, if you’re a SaaS provider and want another business to invest in your software solutions, you can target a specific sector using industry-centric terminology. At the same time, you should combine the language with some market research and common pain points to drive action with your CTAs.  

3. Personalise with professionalism    

Just because it’s B2B doesn’t mean you can’t apply personalisation. If anything, you should use it more. B2B copywriting comes with the pressure to remain professional. And while this is true, you should always try to engage your reader on a personal level.

With B2B copywriting, it’s easy to forget the person at the end of your message because you can be too busy thinking about the business. But when 84% of B2B customers agree that being treated like a person, not a number, is vital to winning their business, it pays to get personal.

Addressing your copy with specific prospect needs, such as an introduction or CTA, helps bridge the personal/professional gap. While most B2B blogs remain professional, email marketing and LinkedIn posts offer a personalised avenue into the hearts of your B2B buyers.

3 examples of B2B copywriting

To give you a taste of the action, here are some examples of our very own B2B copywriting services:

1. eighty3 creative – SEO copywriting services

As a creative agency, eighty3 creative was eager to increase organic traffic with high-quality content each month. They invested in us to provide blogs and social media posts, which garnered the following results:

• 182.062% increase in web traffic
• 5,346 vs 251 organic views
• 5k+ new visitors in 18 months

2. Textlocal – SEO copywriting

On a mission to generate more sign-ups to their innovative SaaS platform for SMS marketing, we provided Textlocal with social media marketing, copywriting, blogging and white paper content.

The results were as follows:

• 1,878 sign-ups via SEO website copywriting and blogging
• 911% increase in sign-ups via social media and blogs
• 30% increase in engagement rates in the first three months

3. Recruit 24/7 – Direct mail

Looking to drive business during a quiet period, Content Chef applied a traditional direct mail approach containing a letter and remote-control car! The only catch was that the client would receive the remote after booking a free consultation. Genius.

And results produced:

• £10k+ worth of business
• 614.29% ROI

Speak to a specialist B2B copywriting agency

At Content Chef, we’ve served multiple businesses across various industries with high-quality B2B copywriting services.

So, whether you need a social media campaign, SEO blogs, email marketing or just a bit of everything, we have the creativity and experience to make your B2B buyer invest in your business.

Get in touch for more details.

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Written by Archie Edwards

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