How B2B Copywriting Can Benefit Your Business

Copywriting is a valuable component of any business’ digital marketing strategy. Not only is it the building block of content, it also helps brands effectively connect with their target audience through the power of words. 

However, B2B (business to business) copywriting differs greatly from B2C (business to consumer) copywriting. Instead of writing content meant for the average consumer, B2B copywriting is geared towards business owners and experts in the industry. 

Continue reading to discover how to elevate your B2B copywriting to achieve your business goals. 

What is B2B Copywriting?

B2B copywriting can take the form of blogs, website copy, social media posts, email campaigns, white papers, and so on depending on the target audience of the specific brand. 

What are the Benefits of B2B Copywriting?

1. Increases Brand Awareness 

First and foremost, B2B copywriting can help your business generate brand awareness and recognition. Although brand awareness can be difficult to measure and track, it is just as beneficial for B2B brands as it is for B2C. Successfully creating awareness surrounding your B2B brand can lead to increased sales and customer retention in the long run, since decision-makers tend to work with established brands they know and trust. 

2. Establishes Your Company as a Thought-Leader in Your Industry 

Creating and sharing high-value content can help to establish your business as a thought-leader in your industry. Thought-provoking content empowers your audience with expert knowledge, while simultaneously building your credibility and leading to increased sales in the long run. In fact, 56% of buyers used blog posts to research B2B purchasing decisions for the past year.

Essentially, if a potential customer has a question about your product or industry, you want to have content readily available on your website to answer their question. You can utilize B2B copywriting to demonstrate thought leadership through educational social media posts, useful blogs, E-books, and so on. 

3. Improves SEO and Discoverability

One of the many benefits of B2B copywriting is improving SEO (search engine optimization), or the quality and quantity of traffic to a website. Simply put, the goal of SEO is to bring your content on the first page of the SERP (search engine results page). 

One way to improve SEO is to perform keyword research relating to your industry and write valuable content around that keyword. Find keywords that decision-makers may use to research your company. For example, the B2B software company Sprout Social may write content surrounding the keyphrase “social media management tool” to ensure their website and content appears when potential customers search for their product type online. 

4. Creates Brand Loyalty 

Additionally, B2B copywriting creates brand loyalty among existing customers. In order to accomplish this, aim to create valuable content that benefits current consumers. 

For example, Sprout Social may write blogs that educate subscribers about how to use new and existing features as well as how to troubleshoot any potential issues that may occur. Having this useful information readily available on your website will keep your existing customers happy and foster brand loyalty.

B2B Copywriting Tips and Tricks

1. Get Straight to the Point

When performing B2B copywriting, it is important to get straight to the point. Unlike B2C content, which requires emotional appeal via storytelling and humor, B2B content is usually more effective when written in a logical and straightforward manner. Since your reader is likely a busy business executive, writing concise content shows that you value their time and also increases the likelihood they will read your content.

2. Write Simply and Avoid Heavy Business Jargon

In addition to keeping your content straightforward, it is important to write in a simple manner. Although you may think that using flashy business jargon will boost your credibility, it actually hurts your content and can turn-off readers. Remember that even with B2B copywriting, the person reading your content is still human

3. Backup Your Claims with Evidence

When writing for a business audience, it is crucial to back up your claims with evidence by highlighting measurable benefits the company will receive from purchasing your product or service. This supporting evidence can be in the form of statistics, research, customer surveys, etc.   

For example, Sprout Social’s website provides a variety of statistics that back up their claim that businesses should utilize social media in their marketing strategy to be successful. On their website, they state that “71% of consumers would purchase a brand after a positive social interaction,” which supports their claim.

4. Mention Benefits the Reader Will Receive

In addition to the benefits the business will receive, you also want to explain how your product or service will make the reader’s life easier. Start with identifying problems that your ideal customer may be dealing with, and then provide solutions through your content. 

In the case of Sprout Social, copywriters might highlight how the tool will save the reader time from having to schedule each social post individually. The website might also mention how the tool will help the reader have a better work-life balance, as they will be able to schedule social media posts in advance. 

Work with a B2B Copywriting Agency

Too busy running your business to dedicate time to B2B copywriting? We’re happy to take that off your hands! As a digital marketing agency that specializes in B2B copywriting, our team of content writers and strategists take care of all of the concept planning, outlining, keyword research, and writing for you. 

If you need help with B2B copywriting, we’ve got you covered. We’d love to run you through our process and share some initial content ideas! Click the button to get in touch with our team.