Successful B2B writing is an art that needs to be perfected over time. There are umpteen examples of otherwise skilled content writers who have burnt their fingers when it came to churning out effective, target oriented B2B copy. Indeed, a little humor and creative flair is always necessary but B2B communications are based on multiple regulations, standards and rules. However, this does not translate into creating dull and boring information pieces by any means.
The art of fine balance has to be mastered by writers in order to manifest content marketing strategies in an appropriate manner. Here are some tips and tricks to help you get started.
#1. Keep it Precise
Perhaps cutting to the chase is the most enduring principle that you need to follow while going in for hardcore B2B writing. B2C (Business to Consumer) marketers often focus on creating elaborate brand stories with subtle messages and triggers thereby ensuring a wide playing field for writers. B2B writing is a different ball game altogether and core messaging has to be kept brief and crisp as much as possible. There are numerous examples of content pieces that went viral and successfully garnered the attention of thousands of users and had something really important in common.
Almost all of them comprised of only a paragraph or two at the most. This is why you should try to get the message across in a couple of paragraphs at the most. Efficient and to-the-point communication is what works in the B2B circuit.
#2. Focus on the Target Audience
Good B2B writers always possess a strong knowledge of their target audience or in other words, the specific organization personnel being tapped with the content piece. B2B writing is as specific as it gets and target audience knowledge helps craft a content piece accordingly.
Here are some pointers:
> Which division is the post targeting? Is it board level executives or senior management or even the Chairman?
> What are the pet peeves, passions and interests of these individuals?
> What can they basically need for their organization?
> How can your solutions fit into their scheme of things?
Try and garner as much information you can and structure your content accordingly. You should never think of writing B2B copy for a wider audience, as it will no longer hold relevance for specific company personnel and decision makers as a result. There are multifarious approaches that you can take but never diversify your target audience.
#3. Add a Personal Touch
As ironic as this may sound, a personal touch is also necessary in a B2B content piece albeit in a subtle or implied manner. Even the stern company CEO or rather taciturn Chairman of the Board are all human beings like us and will definitely relate to a few personal touches. Writers have to tread a miniscule line between specific target oriented content and one that delves mainly into universal, personal domains. The key is to keep it subtle and structure your content piece accordingly.
For instance, if you know what the boss wants to see and hear, you can highlight the same a little backed up by other specific aspects that can help you clinch a prospective sale or deal. Multiple people can be targeted in different ways with the core technical message intact but with different personal accents to the same.
#4. Be Unique
B2B copy has to be unique and engaging. There are a staggering 53 million WordPress blogs online with an almost unlimited number of forums, communities, websites and other sharing platforms. Always remember that your target audience has multiple other places to find solutions, answers and other information that they require. Uniqueness is what differentiates your content from the rest of the pack.
Suppose there are tons of articles and reviews that take care of what you are intent on communicating to your end readers. In these cases, it helps to find a new angle, something unique in terms of doing things or approaches that benefit a business owner or executive. Try to stumble upon that underlying theme which can be showcased and manifested in multifarious ways.
For instance, if you are marketing a reversible table cover to prospective manufacturer or distributor, focusing on the reversible design and type will not help; rather, you can think of highlighting a unique design aspect or pattern, the confluence of colors, the inspiration behind its theme and so on. This will definitely get your content piece the attention it deserves and help it outstrip the competition with elan!
#5. Don’t Forget SEO
Search Engine Optimization is still an important aspect that you need to keep in mind while planning your B2B post. Do perform all essential checks and incorporate proper keywords wherever fit. Content definitely has to be easily findable in order for it to successfully reach out to your targeted companies and business owners.
Target keywords should definitely be incorporated into your write-up without going overboard. This is one aspect that most writers neglect with disastrous results. Always opt for keywords that are directly relevant to the nature of the product/service/offer/proposition you are showcasing through your post.
Successful and attractive B2B copy necessitates a sound understanding of these core principles. Mastery of these intricacies will certainly go a long way towards generating better leads, prospects and ultimately more business for your company in turn!
Please feel free to share your thoughts in comments below.