Writing for B2B audiences can seem daunting sometimes, as there are a variety of businesses from multiple sectors all looking for something. Content writing is a very precise skill, yet you can make your writing as professional as possible with five simple rules.
One of the first things I do as a writer, writing for B2B audiences, is research. It’s really important to learn about your subject matter, whether that’s a product, service, or a company, you have to know it inside-out in order to write something high-quality and detailed.
My experience as a copywriter and content writer has led me to write for certain companies I’d normally have little to no knowledge about. It was my job to find out about them, research them, communicate with them, ask questions. The more I knew, the better-quality content I could write. Similarly, with my fiction writing, I usually look into job roles, places, personalities, etc., just to be able to write that one piece. So, research is very important when it comes to writing for a B2B audience.
Make it a Conversation
Even though a B2B audience should be professional, content writing doesn’t have to be boring or bland. Besides, it’s an interaction between two businesses, so where would be there benefit of boring written content? You should make a conversation, by which I mean, make it conversational in tone.
Many people in business choose to network face-to-face, which would often lead to an informal chat. In this case, why not take a step into this attitude, since you can see it as two professionals discussing similar interests. Once the content is conversational in tone, the communications comes across much easier.
Making a conversation through social media is a great form of online communication, and the main aim of this is to build relationships. When writing for B2B audiences, you should focus on relationship-building as an objective. Have a point to your blog, an answer to your question. There should be a reason for your writing in order for another business to pay attention.
SEO keyword ratio
SEO keywords are important for your content to get noticed by online search engines. You should carefully research your keywords and embed them in your content, ensuring you don’t lose any readability.
To give you an idea, some of the keywords we use at FBI Consultancy Ltd include: Business Development Director, LinkedIn Consultant, Managing Director, Interim Director, FBI Consultancy, Motivational Business Speaker. These help us stay at the top of LinkedIn and Google search rankings.
Call to Action
When writing for B2B audiences, your content should end with a call to action. This allows the reader to contact you and essentially do business, which is the main reason for B2B content writing. In short social media updates, your website, phone number, or email address could appear at the end. In blog posts, like this one, there should be a link to a website or social media profile.
A call to action is a good method for giving your audience the chance to contact you. Your written content is there for a reason, to gain attention, so why not, if they’re interested, give them the opportunity to contact you?
Written on behalf of Dr. Mark D. Yates, CEO of FBI Consultancy Ltd.