When you search “B2B copywriter job description,” you’ll likely come across appealing phrases like “work from home” and “flexible schedule.” Hopefully, you’ll even find a salary that matches your expectations. According to Glassdoor, the average salary for a B2B copywriter is $58,352 in the United States.
Now that you’ve found a job listing you’d like to apply for, you want to make sure you have the skills to compete. Or maybe you’re currently working as a B2B copywriter and want to develop your skills even further. Whether working as a freelancer or as part of a team, the right B2B copywriting tools can help you stay focused while writing to deliver higher-quality results. In this blog, we’ll go over what you need to know to be an effective B2B copywriter, including how to connect with readers, represent your business or clients, and stay focused while writing.
What Is Copywriting?
Put simply, copywriting is writing for marketing purposes. Copy refers to the written content and has the goal of increasing brand awareness and driving action. It’s impossible to overstate the importance of copywriting in advertising. Without copy, ads can only be pictures. Sometimes, that can work, as with McDonalds billboards that only need to show a juicy Big Mac. But even then, they often still list how many miles until the next location. While this can be a successful method for a company with instant brand and product recognition, the rest of us need to give our audience more context—and more reason to buy.
In the world of marketing, you’ll hear two phrases that get thrown around, often interchangeably: copywriting and content writing. Even experienced writers might wonder: “Copywriting vs. content writing, what’s the difference?” These terms fall into a classic squares and rectangles scenario. Content writers are an extremely broad group that refers to anyone who writes something with the purpose of publication, usually through a digital format. This can include recreational or business blog posts, scripts for YouTube videos, and web comic creators. Copywriting is far more specific, referring to content that writers create for marketing purposes, like press releases, email newsletters, and web page copy.
What Are the Basics of Copywriting?
Effective copywriting needs to do a few things:
- Catch your reader’s attention: What do your readers care about? Find out, and put that front and center. In SEO content, like blog posts, your headings will be commonly-asked questions in your industry. In email campaigns, your subject lines should convince the recipient of the value your message provides.
- Build alignment with your brand: Readers engage with a business’s content because they are looking for a solution to their problem. You can provide the most value for your customers by solving those problems and answering the questions they are asking. Doing so builds trust between you and your audience. When they have problems in the future, they’ll come to you before going to your competition.
- Drive your reader to take your call to action: Someone took the time to read your content, what should they do next? Do you want them to visit your online store, watch a demo, or schedule a call or visit? Let them know and make it easy to follow.
Copywriting needs more than just quality content, it also needs strategic thinking to make sure it reaches the right people and brings them to your business.
What Is B2B Copywriting?
Business-to-business (B2B) copywriting refers to creating content that specifically markets your product or service to end users who are acting on behalf of a business.
What Is B2B and B2C Copywriting?
The difference between B2B and B2C copywriting is that B2B copy is written for end users that are acting on behalf of a business, while business-to-consumer (B2C) copy is written for individual buyers. On average, consumers know less about the technical side of products and have quicker decision making processes than B2B readers. B2C purchases also tend to impact fewer people.
These differences mean that writers need to tailor their approach to their specific audience. As mentioned above, B2B copywriters need to keep in mind the longer sales cycles, multiple decision makers, and technical aspects when marketing to other businesses.
What Does a B2B Copywriter Do?
B2B copywriters write original content to help market a business. The full scope of a copywriting job can include conducting research, pulling keywords, drafting copy, and revising. Some jobs will partner you with an editor while others will expect you to be able to deliver publishable content on your own.
When writing for B2B clients, you should keep the following in mind:
- There can often be more than one decision maker, and the decision makers are not always the end user of the product or service. For example, you could be writing a blog that pitches a B2B software as a service (SaaS) as the solution for boring meetings. If a large company purchases this software, then the decision makers may be several team managers, yet all of their team members will be using the service. As you write, make sure that your content will resonate with the decision makers.
- B2B deals typically have longer sales cycles. This is partly due to how many decision makers are involved, but also because B2B products likely have high impact and affect multiple people—from a small team to an entire organization. The content that you write should work in pace with your client’s sales journey. For example, we’ll stick with the B2B SaaS company above. You might start by writing educational content with a call to action to download a PDF checklist of tips for running an engaging meeting. Your next blog could focus on explaining more of the benefits of this specific software while encouraging readers to schedule a demo. As your audience engages with more in-depth content, you can follow up with an email that links to a sign-up page for a free trial or a plan upgrade for existing customers.
- Depending on which industry you are writing for, you may find yourself getting more technical than if you were writing for consumers. When you are writing B2B content, your readers could be subject matter experts, so not only can they understand technical terms, they may expect to see some before they trust you. This is not always the case, however, so it is always important to understand your audience and their level of experience with the topic.
Keeping these points in mind will make your B2B copy more persuasive for readers—and more appealing to your clients or manager.
Copywriting for business covers a variety of content. B2B copywriting examples include blog posts, websites, sales letters, social media captions, whitepapers, ebooks, emails, and more.
B2B Copywriting Tips
We’ve covered some of the essentials to include in your B2B content, but what about the writing process itself? Here are some tips to help you write higher quality copy more efficiently.
Writing Better Copy
The best B2B copy varies depending on the type of content you’re writing. Let’s go over some tips for writing engaging press releases, ebooks, and email newsletters. Press releases should be brief (ideally one page) and open with a fact-filled introduction. Let your readers know who you are and what you’re promoting quickly so they’ll have context for the rest of the story.
When writing an ebook, outlines are especially important, given the length of the content. Common questions that would be headers in SEO content are often good choices for chapter titles.
The extra word count can dissuade some readers, so be sure to have an engaging introduction that incentivizes readers to stick around. We recommend writing your introduction last so you can allude to some of your most impactful points that you’ve already developed.
The strength of email newsletters is their brevity, but that can also trip up many copywriters. Having a specific purpose that you can communicate in your subject line is a great way to make sure you don’t try to cover too much. Newsletters are also an opportunity to include customer testimonials or other user-generated content that promotes your services.
Reader Focused Writing
One of the reasons that B2B writers struggle to write engaging content is that they aren’t reader focused. Because they’re writing about business topics, they forget that they’re writing for humans. So, how do copywriters keep their readers in focus? Find out what they care about and keep your content related to those pain points. There’s a cliché in advertising that customers’ favorite radio station is WIIFM, which stands for “What’s in it for me?” You can get readers to tune in by understanding the solutions they are looking for and providing them, instead of only writing about what you or your company is excited to share.
It can take an average of 25 minutes to regain your focus after an interruption. When you consider all of the distractions that business writers face each and every day, it’s no wonder that writers are experiencing burnout. The first step to reclaiming your time is identifying what derails your focus. Do you work in an office where coworkers are constantly interrupting you for chit-chat or last-minute meetings? Or do you work from home where domestic duties can even seem appealing when they offer a “break” from writing? Once you understand what exactly is interrupting you, you can get to work reducing distractions.
Tools To Improve Your Copywriting
We talked about external distractions above, but what about internal distractions? How often are you typing and then you find yourself opening a new tab? Maybe you’ve convinced yourself that falling down another rabbithole is vital research, or maybe once you’ve left your word processor, it’s that much easier to open Facebook.
With Slice, you can simplify your writing process so you can concentrate on persuading your audience. Our primary feature is combining everything you need to write amazing content in one workspace. With panes that you can see all at once, we keep your research and outlines handy while you write. That means no more switching between endless tabs looking for that one important fact.
Other tools like DemandJump can help accelerate your writing process by generating keywords that boost your contents’ SEO rankings. Also, Hemingway Editor can check the reading level of your writing, ensuring that your audience will have no problem engaging with your content.
Slice Your Way to B2B Writing Success
B2B copywriters do so much more than just write. Researching, outlining, editing, collaborating, revising—it’s all part of the job. And, all too often, these tasks are done in separate programs or tabs, leaving you jumping back and forth instead of completing projects. Here’s how Slice changes the writing process for the better:
- Separates large projects into modular pieces so you can focus on one idea at a time
- Makes organizing research easier than ever with an integrated web clipper
- Keeps sources and notes right beside your work-in-progress so you can don’t need to keep returning to the internet and its many distractions
- Allows real-time collaboration
Are you ready to see how working distraction-free can transform your writing? Sign up today and get started with a quick tutorial.