A business that sells its products and services to other businesses is called B2B, or Business-to-Business. So, B2B writing simply means writing for businesses that sell products and services to other businesses. A few examples of B2B business models are:
- A SaaS company selling budgeting tools to other companies.
- An industrial machine manufacturing company selling industrial machines to other companies.
- An insurance company selling commercial insurance to other companies.
Just as with a consumer-facing business, a B2B business needs marketing content to reach its target audience. Since the target audience is comprised of other businesses, their marketing techniques differ from the established commercial marketing gimmicks. This is where B2B content writing plays an important role, and so does a B2B writer.
Formats of B2B Content Writing
Within the scope of freelance writing, B2B writing is a type of content writing. The only specific and important difference between B2B writing and other forms of content writing is the target audience. Depending on their products or services, brands engage in different formats of B2B content writing. Some common forms of B2B Content Writing are:
- Info products or Infomercials
- Social Media Advertisements
- Case Studies
- Press Releases
- Blog Posts
- Email Campaigns
- Video Scripts
- Web Design
Skill Set Required to Become a B2B Writer
There are many work opportunities for a B2B writer. The big question is – Are the required skills present to become a successful B2B writer? A successful B2B writer needs certain specific skills, including word articulation.
Meaningful content that is easy to read, engaging, and leaves the reader yearning for more is what makes successful copywriting. The writer must be able to reveal facts within the framework of the article that adds value to the reader. It is one of the most important skills for a B2B writer.
One word, but it is the backbone of a successful write-up. Research helps with understanding the nuances of a business, the target client, the buyer persona, and the business marketing strategy. This, in turn, helps to shape content that is sharp, focused, and specific in its address. Some questions to ask before creating content would be:
- Who is the target audience?
- What are the pain points that are being addressed?
- What is currently resonating with target clients?
Business & Industry Knowledge
It is, of course, necessary for a B2B writer to know the business and its inner workings to create great content. It is important to know about the company’s vision and market, as well as understand how their marketing, leadership, and sales work. However, a working knowledge of the industry to which the business belongs adds another layer of effectiveness to the created content. Industry knowledge allows for a deeper understanding of the issues that need to be addressed.
Detail-Oriented Writing Process
When it comes to creating B2B content, it is mandatory to know that companies value statistics, facts, and useful information, usually backed by case studies. These are vastly different from B2C content writing, which is usually driven by emotional and impulse buying. B2B writing process is detail-oriented, factual, and showcases a real value add in terms of return on investment.
While working with businesses and brands, adaptability is a skill that is a must-have. In a field like content writing, businesses are always looking for new ideas and innovative approaches to reach their target audience. This need is more prominent with a B2B content writer. A result-driven content is one that hits the target audience with relevant content material at various stages of the buying journey. This calls for adapting quickly to situations and creating relevant content.
Benefits of B2B Writing
Business-to-Business writing is specialized and laser-focused. So, while it requires skills that answer to this form of writing, there are various benefits attached to B2B writing. These are:
- It is a financially rewarding work due to its specialisation.
- It provides an excellent opportunity to work with globally recognised brand names.
- It allows a writer to explore new areas of expertise.
- It helps in building new relationships within the industry.
- It is an excellent opportunity to experiment and gain expertise in various forms of writing.
Industries That Need B2B Writers
Almost all industries require B2B writers. While it is impossible to comprise a comprehensive list that covers all industries, there are a few prominent industries and brands in these spaces that provide B2B work opportunities.
- Tech Hardware
- IT Services
- Real Estate
- IT Services
B2B writing opportunities can be found on sites like LinkedIn, Monster, etc., where companies and brands often list their requirements. A B2B content writer can apply with a portfolio of previous write-ups and a resume that highlights their skill sets. As a profession, B2B writing is in high demand and a skilful writer can build a successful career with this specialisation.
What is B2B writing?
In simple terms, B2B writing means writing for businesses that sell products and services to other businesses. This can be in the form of blog posts, case studies, sales copy, emails, white papers, and more.
What skills do I need to become a B2B writer?
The following skills are required to become a successful B2B writer:
- Business and Industry Knowledge
- Detail-Oriented Writing Process
What are the benefits of B2B writing?
There are various benefits of B2B writing, like:
- It is Financially rewarding.
- Provides an opportunity to work with global brands.
- Helps writers to explore new areas of expertise.
- Helps in building new relationships in the industry.
- Provides an opportunity to experiment with different forms of writing.