B2B buyers have a rather sophisticated set of needs when it comes to content. When compared to B2C customers, they often require more in-depth information about a product or service before making their purchase decision, and understandably so. After all, they need to get stakeholder buy-in before actually implementing a service or product. They also need to account for budgetary constraints and technical compatibility of the systems they’re pursuing.
In fact, 41% of B2B buyers make a decision to contact sales representatives only after going through 3-5 content pieces. But this is also an opportunity because these buyers are 147% more likely to complete a transaction when they see a personalized self-learning path brewing up on digital channels. Gartner even goes on to estimate that 80% of B2B sales interactions will take place on digital channels by 2025.
This is precisely where B2B content writing comes into play. At Midas Touch, we’ve written over 15,000+ articles for B2B businesses over the past decade and are happy to share our experience with you.
We believe that B2B content writing isn’t hard if you follow the right approach. It starts with profound research on the specific industry, product, service, customer, and target audience. You must also be aware of the latest trends and unique propositions that can help you create detailed content pieces.
What is B2B Content Writing?
B2B content writing refers to the creation of written content aimed at B2B (business-to-business) companies. It plays a vital role in a broader B2B content marketing strategy, which aims to attract, engage, and convert potential customers.
The goal of B2B content writing is to establish the business as an industry voice and provide valuable solutions to the target audience. By addressing the pain points and challenges faced by B2B companies in a particular industry, the content aims to position the business as a trusted resource.
To achieve this, content writers thoroughly research the target audience and industry verticals to understand their needs and preferences. By addressing these pain points through well-written content, they can build credibility and trust with potential customers.
What are the Different Types of B2B Content?
Content marketing encompasses various types of content that serve different purposes in attracting and engaging potential customers throughout the B2B marketing funnel. Here are some of the most common types of B2B content:
White Papers
These are in-depth reports that provide valuable insights and solutions to industry-specific problems. White papers are often used to establish the business as a thought leader and build credibility.
Blog Posts
These are informative articles published on a company’s blog or website. Blog posts allow businesses to showcase their expertise, address industry challenges, and educate their target audience in a more casual and accessible format.
Case Studies
Case studies serve as real-life examples that highlight how the business’s product or service successfully solved a problem for a specific customer. Case studies are powerful tools for building trust and demonstrating the effectiveness of the business’s offerings.
Ebooks
Ebooks are comprehensive guides or resources that delve deeper into a specific topic. Ebooks serve as valuable resources for potential customers and can be used as lead magnets to capture contact information for further nurturing.
Infographics
These are visual representations of data or information that make complex concepts easier to understand and remember. Infographics are highly shareable and can help drive traffic and engagement on social media platforms.
Each type of content plays a specific role in attracting, engaging, and nurturing potential customers throughout the B2B content funnel.
| Stage | Content Types | Primary Role | Secondary Role |
|---|---|---|---|
| TOFU – Awareness | Blog Posts, Infographics | Capture attention, introduce challenges | Provide initial education |
| MOFU – Consideration | White Papers, Blog Posts | Offer in-depth insights, solutions | Address challenges, showcase expertise |
| BOFU – Decision | Case Studies, Ebooks | Demonstrate success, credibility | Provide comprehensive information |
| Nurturing | Ebooks | Maintain engagement | Offer ongoing value and insights |
By utilizing a combination of these content types, businesses can establish their credibility, showcase their expertise, and ultimately drive conversions and sales.
So, Is It Hard to Write B2B Content?
If we’re being completely transparent, there’s no doubt that writing B2B content can be challenging due to the need to balance engaging, readable text with technical authority that holds a decision-maker’s attention. It is essential to strike the right tone and style that appeals to the target audience, which often includes professionals in niche industries or B2B IT services companies.
One key challenge is to maintain a high level of technical authority while still delivering content that is interesting and engaging. B2B content must be informative and credible but also accessible to those who may not have a deep understanding of the subject matter. Achieving this balance requires careful research, interviews with subject matter experts, and a willingness to translate complex concepts into easily digestible content.
Another challenge is capturing and holding the attention of decision-makers. B2B content must address their specific pain points, business goals, and challenges. It is crucial to focus on their needs and provide solutions that are practical and relevant to their industry vertical. To do this effectively, content writers often need to gather in-house insights from subject matter experts to elaborate on real-life examples.
This is also one of the reasons why AI isn’t usually as good at writing B2B tech content as it is when it comes to churning out content at scale in the B2C ecosystem.
Our research even found that AI writers could only contribute (in terms of text used for the final article) less than 50% for more than 55% of the articles. In fact, this contribution went down to 30% for 20% of the articles that were exceptionally technical.
Access the research report here.
So, you can say that successful B2B content writing requires:
- A deep understanding of the target audience
- The ability to balance usefulness, engagement, and quality
- The skill to tell a compelling story about people and their experiences with the product or industry
By addressing these challenges head-on, B2B content writers can create content that resonates with potential customers, builds credibility, and drives business growth.
At the end of the day, a nuanced comprehension of the industry you’re writing for and the ability to craft compelling stories from complex topics are essential skills for successful B2B content writing.
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