The Ultimate B2B Writing Guide: Types, Strategies, and Tips

• Apr 08, 2024
• 6 min read

• Tags: Editing, Editing and Proofreading

In today’s busy world of business, where companies act as both buyers and sellers, B2B writing plays a crucial role. Unlike B2C writing, which aims to grab attention, B2B writing focuses on appealing to professionals who are looking for value and efficiency. 

This article explains what B2B writing is, talks about its different types, and offers tips on how to succeed in this field, comparing it to B2C writing and helping aspiring writers understand how to succeed!

What is B2B writing?

B2B writing, or business-to-business writing, is the process of creating content aimed at other businesses rather than individual consumers. It’s a type of marketing technique used to convince others, where the words used are more about showing benefits and returns on investment. 

B2B writing samples often reflect a tone that is professional, informative, and packed with industry insights. B2B content writing aims to engage, inform, and persuade key decision-makers in companies. It’s different from B2C writing, which targets individual consumers.

B2B vs. B2C writing

While both B2B and B2C content writing aim to engage audiences and drive profitable action, there are key differences:

B2B writing requires a deeper understanding of the industry and the business’s specific needs, while B2C writing often has a broader appeal and is more focused on entertainment and engagement.

Types of B2B writing

B2B writing encompasses a variety of content types, each serving a different purpose in the business buyer’s journey. Below are several types of B2B writing, accompanied by practical examples to illustrate their functions:

1. White papers and eBooks

These in-depth pieces are used to educate the market about a specific technological solution or business strategy, argue a position, or generate leads.

For example: 

A cybersecurity firm published an e-book titled “Navigating the Threat Landscape: Strategies for Cyber Resilience.” The e-book covers emerging cybersecurity threats, the importance of resilience strategies, and how their services can mitigate risk.

2. Case studies

Case studies demonstrate the real-world value of a product or service by highlighting customer success stories.

For example:

A B2B marketing agency shares a case study on its website detailing how it increased a client’s lead generation by 200% through a targeted LinkedIn advertising campaign, showcasing the strategies used and the measurable outcomes.

3. B2B blog writing

B2B blog writing involves creating content that engages, informs, and persuades key decision-makers within businesses. Its goal is to drive brand awareness, establish thought leadership, and nurture leads.

For example:

A SaaS company specializing in project management software maintains a blog with regular posts offering insights while subtly promoting the relevance of its software features.

4. Technical guides and manuals

Technical guides instruct users on how to use a product or service effectively or to understand its specifications.

For example:

A company that manufactures industrial 3D printers releases a comprehensive technical manual that explains the setup, operation, and troubleshooting of their latest printer model, targeting technical staff of purchasing businesses.

5. Email campaigns

Professional email campaigns help to nurture leads, keep subscribers informed, and promote products or services.

For example: 

A B2B content writing agency creates an email series that provides subscribers with weekly content marketing tips while also highlighting their consultation services and client testimonials.

6. Product descriptions and data sheets

They concisely convey the features and benefits of a product.

For example:

A solar panel manufacturer prepares detailed product sheets for each model they offer, listing specifications like efficiency, dimensions, warranty information, and the ideal commercial applications.

7. Press releases

Press releases are made to announce new products, services, partnerships, or corporate milestones to media outlets.

For example: 

A fintech startup issues a press release announcing a new partnership with a major bank, outlining the scope of the collaboration and the expected benefits for the financial industry.

8. Social media content

Social media content engages with other businesses on social platforms, drives brand awareness, and shares industry-related content.

For example:

An enterprise software provider uses LinkedIn to share short-form articles, infographics about data trends, and commentary on industry news, positioning itself as a knowledgeable industry player.

9. Proposals and RFP responses

Their purpose is to persuade potential clients to choose your company’s products or services by responding to their specific needs.

For example: 

A digital transformation consultancy crafts a tailored proposal in response to a Request for Proposal (RFP) from a large retail chain seeking to modernize its inventory management system, highlighting its approach, previous work, and projected outcomes.

10. Scripts for video and podcast content

The purpose of this is to script engaging and informative audio-visual content that can be used for marketing or educational means.

For example:

A logistics company creates a series of podcast episodes discussing supply chain optimization, featuring interviews with their experts and clients, providing insights while promoting their services.

Each type of B2B writing is designed to fulfill a specific role in the marketing and sales strategy, and the best B2B content writing services can adeptly switch between these formats to effectively communicate with a business audience. 

Best techniques for B2B writing

1. Understand your audience

Research buyer personas, their challenges, and what motivates their decisions. Speak their language and address their specific needs.

2. Focus on benefits, not just features

Highlight how your solution improves their business, saves time/money, and provides ROI.

3. Establish credibility

Use data, research, examples, and customer proof points to back up claims. Showcase your expertise and results.

4. Tell a story

Use different writing styles and storytelling techniques to make content more engaging and relatable. Focus on the customer as the hero. Make use of content editing tools to make your content better.

5. Keep it clear and scannable

Use short paragraphs, subheadings, bullets, and clear language. Make key information easy to find and digest.

6. Include a strong call-to-action

Guide readers to the next step, whether contacting sales, downloading an asset, or signing up for a demo.

7. Optimize for search engines

Research keywords and use them naturally throughout your content to improve search rankings and visibility with your target audience.

How to become a B2B writer

1. Master your writing skills

Take courses, read extensively, and practice writing in a clear, persuasive style. Invest in online courses or workshops that focus on business writing. Consume a broad range of writing, from classic literature to contemporary B2B blogs and whitepapers. 

2. Learn about business

Understand common concepts like marketplaces, buying processes, profit & loss, etc. Take advantage of free online resources like MOOCs (Massive Open Online Courses) from platforms like Coursera or edX that cover business fundamentals. Regularly follow business news outlets and listen to business podcasts to stay updated on current market trends.

3. Pick a niche

Specializing in a specific industry (e.g. SaaS, finance, healthcare) can help you establish expertise faster. Investigate different industries to identify a niche with a strong demand for writers and an area you are passionate about.

4. Create writing samples

Put together 3-5 strong B2B writing samples that showcase your abilities. Craft writing samples that demonstrate a range of formats such as blog posts, case studies, white papers, and newsletters. Ensure your samples are relevant to your chosen niche, showcasing your understanding of the industry’s language and pain points.

5. Look for opportunities

Search for B2B writing jobs on LinkedIn, freelance marketplaces, or pitch services to B2B writing agencies and companies directly. Create a list of potential B2B companies you admire and reach out to them with a well-crafted pitch offering your writing services.

6. Network and promote yourself

Attend industry events, connect with other writers/marketers, and actively promote your B2B content writing services. Also, keep your LinkedIn profile up to date with your writing niche, engage with industry content, and publish articles related to your field.

B2B writing is a lucrative field with growing demand as more companies look to create engaging, high-quality content. By understanding your audience, honing your skills, and specializing in a niche, you can build a successful career as a B2B writer. Look for opportunities with a b2b content writing agency, or in-house team, or branch out on your own. 

Be sure to carefully proofread and edit your work or consider using a professional service like PaperTrue’s expert editing and proofreading services to ensure your writing is polished and error-free. PaperTrue’s experienced editors can help take your B2B writing to the next level and make you stand out in the competitive content landscape!

To understand more about writing-related topics, keep reading!

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Tanvi

With a foundation in Life Sciences, Tanvi enjoys curating technical writing tips tailored for ESL students. When she's not translating complex concepts into bite-sized nuggets, she can be found playing with dogs or painting landscapes.