Copywriting is a big piece of your digital marketing platform and should be driving customers to your website. But what happens after your blog post loads and they start reading? Did you know you have 37 seconds to give readers the answers they’re looking for before they move on to the next website? Not only that, but 59% of your audience would not purchase from your company because of poor grammar or spelling mistakes. This is where copywriters should use their core business-to-business (B2B) writing skills to draw in customers and call them to action. B2B copywriting tools will help you write the most engaging content that increases your website traffic and creates conversion. 

Slice provides you with the best copywriting tools and resources to ensure you get the most out of writing your copy. If you put the power of Slice together with your writing skills, you’ll create better content and build a larger customer base. Let’s dive into copywriting and the skills you need to succeed.

What Are the Basics of Copywriting?

B2B copywriting is writing specifically designed to market a product or service to another business. Good copy should be persuasive and engaging. Imagine a product designed to help solve a problem, but the business’s content falls short of convincing you to purchase it. That’s where the technical skills for copywriting come into play. Copywriters can use different media, such as blogs, social media, or video, to engage audiences.

What Are the Skills of a Copywriter?

If you’re interested in B2B copywriting, you might be wondering what marketing copywriter skills are needed to succeed. The good news is you can learn how to write effectively with enough practice. There are 4 core copywriting skills that every B2B writer should have in order to write strong and engaging content. 

1. Write Engaging Content That Interests Your Audience.

You can write engaging, informational content about any topic! You might be thinking your product or service requires a lot of technical jargon that doesn’t seem interesting to most readers. You don’t want your writing to fall flat for the audience you’re trying to capture. Make your copywriting interesting and creative. Here are a few tips:

• Use your business’s voice to reach your intended audience.
• Break up your content into sections with headers.
• Hook your readers at the beginning to keep their attention. 
• Create a call to action to increase audience engagement.

2. Use Research to Your Advantage to Provide the Most Accurate Information. 

One of the main goals of B2B copywriting is to provide your readers with the best possible answers to their questions. To do this, you’ll need to conduct some research and provide sources with valuable information like statistics or recent studies. Several universities recommend using the CRAAP (yes, really!) method to make sure you’re supplying the best information.

• Currency – When was the source published?
• Relevance – Does the source relate to your topic?
• Authority – Who is the author or publisher of the source?
• Accuracy – Is it a primary source? Has it been peer-reviewed?
• Purpose – Why was it written?

Writing tools like Slice will help you keep your writing and research in one place. 

3. Optimize Your Content for the Medium.

It can be tempting to use your creative skills to write flowery blog posts with lots of detail, but copywriting content should be short and informative. Of course, social media posts call for a different writing style than blog posts or whitepapers. It’s all about writing efficiently and effectively for the medium you’re using. If an audience doesn’t get an answer to their question, they’ll be moving on to another webpage. Here are a few different types of copywriting you can try:

• Blog entries can be formal or informal, but informative.
• Website content should be precise and quick to read.
• Email marketing should get recipients excited about a call to action.
• Newsletters should be informative and professional.
• Social media posts can be fun and interesting while remaining short.

4. Understand Search Engine Optimization (SEO) and How Keywords Impact Page Ranking.

SEO requires the use of high-ranking keywords that your audience searches for on Google. By answering the questions people are asking and including specific keywords, Google ranks your pages higher. This means when it comes to driving traffic to your website, the better your SEO, the more clicks you get. It’s as simple as that. You can use keyword tools to create the best B2B content, so you don’t have to spend hours researching what people are asking and how they’re asking it. 

Using these skills will ensure your copy is interesting and engaging while giving customers the answers they need to make an informed decision.

What’s the Best Tool for B2B Copywriting?

At Slice, we’ve created a holistic writing environment that outperforms the 40-year-old word processor. We help you break up your work into smaller, more manageable ideas, put your writing and research side-by-side,  and collaborate with others while keeping all of your resources and research in one place. Our customers report a 10x increase in productivity. With Slice, you can focus on persuading your audience and take the hassle out of writing. Add Slice to your arsenal of tools by visiting our website today!