What is B2B Copywriting? Types and Benefits of B2B Writing

B2B copywriting allows you to get closer to your target audience. It is necessary for you as a business owner to understand the essentials of B2B writing. 

If you want to know what is b2b copywriting, you’ve come to the right place. We will show you the different types of B2B writing, how different B2B writers can handle B2B writing tasks, and what benefits B2B copywriting can bring to your business in this blog!

9 Types of B2B Writing

B2B copywriting can be divided into various types. Here, we have listed nine major types of B2B copywriting that can benefit your business:

1- Blog posts

B2B blog posts focus on raising awareness and solving the problems of your target audience. Blogging is an important part of a B2B content marketing strategy, and according to 96% of content marketers, valuable blog content can help B2B companies become trusted by their audience.  

A common misconception about B2B blog content is that it should be “monotonous” and “technical.” However, B2B blog content can become persuasive and converting if you follow these b2b copywriting tips: 

• Speak directly to your target audience. 
• Build your brand’s unique voice. 
• Educates your target audience. 
• Engage your readers. 

The three best ways to find ideas for B2B blog content are to check online forums, find the user intent of your readers and discover important topics through tools like BuzzSumo. 

2- Video scripts

According to Google, almost 70% B2B buyers watch video content in their buyer journey, which shows how important videos are for B2B marketing. 

You cannot know what is b2b copywriting if you don’t understand the importance of writing video scripts. Although visuals make video content attractive, remember that no marketing video can help you drive sales if it lacks a great script. 

B2B video script writing focuses on creating persuasive scripts that can encourage your target audience to buy from you. Here are b2b copywriting strategies that can help you write an amazing B2B video script:

The Length: The ideal length of writing a video script is 90 words for a 30-second video. The number of words can be increased upon addition every 30 seconds. 

The Outline: The outline of a B2B video script includes the introduction, the problem your viewers face, the solution to their problem, why customers should choose you, and a compelling CTA. 

Writing: An ideal script for a B2B video should be simple and conversational. Jargons, clichés, and buzzwords can make a script less interesting for your viewers. 

Review: The review phase allows a B2B writer to identify the problems in a script, so it’s ready to be used for a video. 

3- Product descriptions

You have to show your readers what your product is quickly and simply. As a B2B business, you should keep in mind that your target audience comprises busy business owners who want to make the right buying decisions without wasting their time. 

Learning about product descriptions helps you understand what is b2b copywriting and how it can benefit your business. B2B product descriptions enable you to grab your readers in the shortest possible time. A B2B writer writes a compelling product description that: 

• Introduces your product to the readers
• Tells them what your product does
• Shows them how your product solves their problem
• Convinces them to buy your product 

4- Press releases 

According to Backlinko, press releases get double the organic traffic compared to the educational content posted by a B2B brand. 

Press releases play an important role in B2B marketing. Many B2B buyers still base their buying decisions on reading press releases. If you look at leading PR websites, you can confirm that many leading businesses publish press releases now and then. 

Press releases are considered a respective communication channel among B2B companies and their customers. A B2B writer ensures that the press releases create awareness, build recognition and create a positive image of your brand. 

5- White papers

It’s estimated that around 71% of B2B buyers rely on white papers to explore their buying decision, which shows us how important white papers are when persuading your customers. 

Learning about white papers is essential to understand b2b copywriting and how it can benefit your business.

A white paper is a document aimed at the decision-makers. B2B writers try to explore the possible solutions to a problem, present the state of the industry, and list important information that can help their readers in a white paper. 

White papers are never meant to be “salesy” compared to other types of B2B writing. When written and published correctly, white papers help a B2B company generate quality leads. 

6- eBooks

According to curuta, 63% of B2B buyers are willing to share their contact information to access an eBook. 

An eBook by freshworks 

eBooks are great tools to help B2B companies generate leads and build authority in their target audience. In some cases, eBooks are preferred over white papers. eBooks are generally considered to help customers in the top and middle of the marketing funnel. 

Compared to the traditional books that range from 100-to 300 pages, eBooks are no longer than 5000 words and are published in landscape format, making them easier and fun to read. 

B2B writers write eBooks around a single topic and try to provide concise information around a given topic. You’ll find most eBooks close to a lengthy blog post regarding formatting and the overall way of expression. 

7- Email campaigns

B2B email marketing is sending emails for marketing purposes to B2B customers. According to a report published by Content Marketing Institute, 81% of B2B marketers say they rely on email newsletters to keep their audiences engaged. 

Email is considered the oldest channel for effective marketing. B2B writers are skilled professionals who write different types of B2B emails, including:

• Newsletters
• Welcome emails
• Receipt emails
• Re-engagement emails
• Promotional emails 

8- Social media content

B2B social media marketing uses social media channels to reach out to B2B audiences. According to Social Media Examiner, 96% of marketers agree that they rely on social media marketing to achieve their marketing goals. 

B2B writers know what is b2b copywriting and can write compelling social content for social audiences. From short posts to writing social ads, B2B copywriters rely on audience persona to create posts that engage and persuade their target audience. 

Common types of B2B social media content are: 

• B2B discount posts
• Social ads
• “Behind the scenes” posts
• B2B Livestreams 

9- Case studies

If you are looking for the easiest way to build credibility as a business in your B2B audience, case studies are the best way to become a trusted leader. A report published by DGR shows that nearly 80% B2B customers rely on case studies during their buyer journey. 

Case studies show how your product/service has helped a specific customer of yours. B2B writers try their best to keep case studies short and fun to read for B2B customers in this age of decreasing attention span. 

Here are some factors that make case studies exciting for readers:

• A compelling headline
• A concise summary
• Discussion about customers’ challenges
• Customers took steps for problem-solving
• Discovery of your product from your customers
• Implementation of your product by your customers
• The results achieved by your customers with your product

5 Types of B2B Writers

Not every B2B writer knows 100% about what is b2b copywriting or can handle all sorts of B2B content. You have to pick the right writer to get amazing B2B content to help you achieve your goals. Just like B2B content, B2B writers can also be divided into five major categories:

Creative copywriter

Creativity is the superpower that most creative copywriters possess. Creative copywriters have a knack for coming up with creative ideas that capture readers’ attention within seconds. Ad copywriting is the forte of creative copywriters. 

They come up with attractive, short, punchy, and funky headlines/taglines that persuade your customers to follow your CTA. You can rely on a b2b ecommerce copywriter if you want to run ads for your B2B marketing campaigns. 

Some of the things B2B creative copywriters can help you with are:

• Ad copy
• Straplines
• Campaign concepts 

Digital copywriter

Digital B2B copywriters are responsible for writing most of the content you find on digital channels. From writing website pages to creating copy for your apps, a b2b website copywriter encourages B2B audiences to take desired actions. 

Digital copywriters are experts when it comes to writing CTAs for digital audiences. They have specialized knowledge about the behaviors of online audiences and know how to keep them in the loop to help you achieve your business goals. 

Here is how hiring a Digital copywriter can help you in your B2B campaigns:

• On-page copy
• Button copy
• CTAs

Marketing copywriter

The b2b digital marketing copywriters are the real magicians who bring your business ideas to life; when it is your job to create new products for your B2B audiences, the amazing insight and experience of marketing copywriters help you position your product as a necessity.

Marketing copywriters spend a great amount of time learning about psychology and what is b2b copywriting. From understanding buyer personas to coming up with campaign ideas, B2B marketing copywriters help you throughout your marketing efforts. 

A b2b marketing copywriter can do these wonders for B2B businesses:

• Creating email campaigns
• Writing eBooks
• Crafting video scripts 

SEO copywriter

You cannot understand what is b2b copywriting unless you learn about it. No matter how much you spend on ad revenue, if you don’t focus on inbound marketing practices like SEO, you won’t be able to achieve your business goals. A B2B SEO copywriter helps you position your business on top of SERPs. 

SEO copywriters combine their knowledge of SEO and copywriting to produce amazing content. They stay updated about changing SEO trends and adopt the best SEO practices to make your B2B content discoverable through search engines. 

Here is how working with a B2B SEO copywriter can benefit your business:

• Web page copy
• Blog content
• Interactive content 

Technical copywriter

Let’s face reality: not all copywriters are skilled enough to create content for technical products. Most creative or marketing copywriters you can find are the ones who have degrees in business or literature. Hiring such a writer won’t help you if you push a technical product to B2B audiences. 

A b2b technology copywriter knows what is b2b copywriting and also knows about tech. They don’t get bored when it comes to digging deep and understanding the ins and outs of a technical product and rely on their copywriting knowledge to create persuasive content that breaks down difficult concepts. 

A b2b tech copywriter can help you in these areas:

• Writing user manuals
• Creating knowledge base articles
• Producing datasheets 

Benefits of B2B Copywriting

Now that you’ve made yourself familiar with different types of B2B content and which writer for your B2B content needs, here is how B2B copywriting can bring value to your business: 

Improves customer experience

Running a successful B2B business requires you to improve your customer experience. Nobody will want to buy your products or services if they don’t understand what you offer in the first place. Focusing on B2B copywriting allows you to enhance your customer experience. 

Source: zendesk.com

For example, suppose it’s hard for your customers to learn how your product can benefit them. In that case, you can show them the effectiveness of your offerings with a persuasive case study written by a b2b technology copywriting expert. 

Increases sales

Making sales is the lifeline for your B2B business. You’ll fail to make any progress in your target industry if you can’t achieve the sales goals you’ve set for yourself. Proper B2B copywriting written by a b2b industrial copywriter allows you to make sales in a short time. 

B2B copywriting helps you make more sales by helping your customers in the buyer journey. From creating top-of-funnel to bottom-of-funnel marketing content, B2B copywriting allows you to persuade your customers the right way. 

Generates leads

Lead generation is super important for you as a B2B business. Regardless of how great your offerings are, if there’s nobody interested in trying your products, you will fail to grow your business. B2B copywriting helps you generate more leads in no time. 

A skilled B2B copywriter writes ads, lead magnets, and creative SEO content that can help you increase your customer base. Effective B2B content focused on lead generation supercharges the growth of your business in no time. 

Grows awareness

Raising awareness about your brand is more important than you might think. As a B2B business, you can only stay ahead of your competitors if your prospects know about your existence. 

Persuasive B2B content helps you get recognition in your target audience. Your prospects will be more compelled to buy from you when you’re considered a thought leader in your industry. 

Builds your brand

How can you convince your prospects to trust your businesses when several other businesses sell the same products and services? Proper branding can help you stand out as a leading B2B business. 

B2B copywriting emphasizes building your brand. From writing social media content to white papers, B2B copywriting positions your brand as the only trusted option for your target audience. 

Conclusion

We hope you’ve learned what is b2b copywriting after reading this article. If you don’t want to hire different B2B copywriters to cater to your B2B marketing needs, you can work with us as we have a skilled in-house team of copywriters who can create all types of B2B content.