Copywriting is a surging field, and it’s easy for experienced writers to assume that they are well-rounded enough to write for anyone. However, that’s not always the case—especially with a niche like B2B copywriting. B2B (business-to-business) is a segment in commerce where the exchange of information, products, or services is between businesses, rather than business to consumer.
B2B copywriting is a growing part of the writing industry, and it's one where writers can thrive if they have the right skills. Like other types of writing (for example, technical, creative, content, etc.), there are very specific parameters businesses would like the B2B writers to fill. Filling parameters for the B2B copywriting industry is like any other type of writing—it takes education and practice to obtain the skills. Here are the “must-have” skills typically desired:
#1: Understand that a Voice is Important in B2B Copywriting, and Learn How to Use It
Businesses create a brand, and within that brand they have a voice. Unlike the layer of personality many writers infuse into their writing, this is more of a commitment to an opinion or way of being. For example, the voice for an outdoor recreation company can’t simply love nature; they must commit to being experts of nature with passion for spending time outdoors. And they should have an opinion of what that looks like for their company specifically. The voice the B2B copywriter uses should demonstrate what is and isn’t important to the business they work for.
#2: Know the Audience and their Issues and Problems
B2B copywriting isn’t simply about writing anything for anyone. It’s far more specific and targeted. B2B copywriters need to get to know their audience in an in-depth way (in other words, the business or businesses they are targeting). They will need to get to know the audience’s issues and problems. B2B writers study the world their particular audience lives in and understand it. Also note with a B2B audience, it’s often a team of people reading, not an individual like B2C writing usually is.
#3: The Ability to Focus on the Facts
While many B2C copywriters can and may use a bit of wit and charm, a B2B copywriter will need to get to the point in a concise and professional way. That doesn’t mean boring, but often, B2B audiences want supporting facts and figures. The B2B audience is most likely making decisions based on potential profitability, cost reduction, and productivity. They want to improve the outlook for their business. A copywriter must state the case/solution/benefit and prove it.
#4: Keep it Professional
The B2B audience is typically looking for a longer-term investment. They are serious about what they are reading, because it could affect their bottom line, and they want the tone of the content to match that. B2B is ideally targeting decision makers, department heads, and management.
#5: Solution-Based Content
The goal for B2B writing is to offer solutions, not feature a business or what it offers. Think about it from the perspective of the audience. They have a pain point, and they want something to ease it. That easing comes in the form of a solution. While you can touch on the company/product and what it does, you need to explain how it will make their problems better. Give them the benefits, the results.
The need for B2B copywriters will most likely continue to rise. By possessing the right B2B copywriting skills, you're more likely find success in the field.