What is copywriting? It is the process of creating content that gets your business’s target audience to take action. Businesses value copywriting because it attracts prospective customers and creates leads. In a way, a copywriter works as an extension of the sales team. The more sales a business has, the more successful that business is. 

How do you write copy, especially as it pertains to the B2B world? There are several useful B2B copywriting tools out there, but having a good grasp on what copywriting is and how to do it will help you get the most out of them. This blog will cover just that.

What Is B2B Content Writing?

Business to business (B2B) content writing is copywriting where other businesses or industry professionals are your target audience. The content you create is called sales copy because you use that content to call your audience to action and hopefully drive sales. As with business to consumer (B2C) copywriting, you have several types of sales copy to choose from, including:

• Social media posts
• Blog posts
• Direct mail brochures
• Emails
• Product descriptions
• Web content
• Newsletters

Let’s take a look at a couple of copywriting examples. 

B2B Copywriting Examples

For our example, let’s say that you produce parts for manufacturing companies’ machinery. After doing some research into your prospective customers, you find that they actively respond to social media and blog posts. To persuade them to buy your parts, you write a blog post about the toll downtime takes on manufacturing companies when machinery stops working. For most of the blog, you will discuss the effects of downtime and what it might look like. Then, at the end of the post, you will write a paragraph or two about how your business’s parts can keep their machines running so they don’t have any downtime.

Once you finish your blog post, you will want to distribute it. You can do so via social media. Here are some things to keep in mind: 

• Before you post on any of these platforms, check into the maximum character length on each. They often differ. 
• Consider your audience when you post. You might use more casual language on Twitter or Instagram and more professional language on LinkedIn. 
• You will want to post something that encourages your audience to read your blog post. You might open with a statistic or a witty line to do so.

How Do You Write B2B Content?

We touched on it briefly in our example, but to write B2B content, you must create content that responds to your audience’s needs with clear, concise language. Ultimately, you should strive to connect with your audience. Once you do so, they will be more likely to respond to your call to action.

Let’s take a look at the B2B copywriting process in steps:

1. Get to know your audience. Figure out what type of content they respond to most, what sorts of language they use, and what they care about. Once you figure these things out, you will have a better chance of connecting to them through your content.
2. Find a single topic to focus on. When you look deeper into who your audience is, you will probably find a lot that they care about or want. Remember to address only one of these issues at a time. If you have too many subjects in one piece of content, your audience might get overwhelmed and stop reading. Slice can help you avoid this problem. It allows you to work on your projects one chunk at a time so that you stay focused and to the point. 
3. Discuss the benefits of your product or service. When you write B2B copy, you should focus less on everything your product or service has to offer and more on how you can solve your audience’s specific pain points. Your audience doesn’t care about how great you think your product or service is. They only care about how it will help them. If you want to improve your odds of a call to action response, figure out what your product or service can do for them. Sell benefits, not features.
4. Keep your reader engaged. Do not use jargon that people will not understand. It can confuse them and make them stop reading. Keep your sentences readable and your content organized. Slice allows you to keep your sources and your writing in one place so that you don’t have to keep sorting through tabs to find what you need. This, in turn, will help with your organization and focus. Also, establish your authority so that the reader believes you know what you write about. You can do so by including interesting statistics and studies your business has found.
5. Include a call to action. After following the steps above, call your B2B audience to action. Once you address your audience’s problems, show how they can seek out your product or service to fix their problem. You may invite them to visit your website, search your online catalog, or schedule a call with you.

Enjoy B2B Writing Success With Slice

Now that you know how to write B2B content, it’s time to put what you learned to use. Do so painlessly using Slice. Our software allows you to focus on your topic by not only breaking your project into manageable chunks, but also by allowing you to keep writing, sources, and projects all in one place. Not only will you stay better focused and keep your writing organized, but you will also save time because you won’t have to jump from tab to tab looking for what you need. Slice away the distraction and focus on your writing instead. If you want to learn more, contact us.