Whenever you write B2B content, you’re writing for an educated audience. The copy you write has to be well informed, knowledgeable and authoritative, and if it isn’t, you’ll be found out pretty quickly. Here are 10 great tips that will help to make your B2B copywriting even better.
When you start any task without proper direction, it’s like building a piece of IKEA furniture without any instructions. Therefore you need to have a good, thorough brief every time. If you didn't ask for a brief, you are running into your copy task blindly and a piece will be drafted that is not completely aligned with the aims of the campaign.
Before you start writing, first, ask yourself the following questions: who am I writing for? Who is my target audience? What type of content do they like? How do they spend their days? Which demographics do they belong to? By answering these questions, you can ensure that the content you are creating must be relevant to your audience.
It’s important to nail your brand’s tone of voice. The copy you are writing is not only important for engaging your audience but also for the promotion and effective representation of your business. It means you should submerge yourself in the identity and core values of your company.
An ancient Chinese proverb says that the person who asks questions remains a fool for five minutes while the one who doesn't remains a fool forever. Don’t hesitate to speak up and ask, if you are unsure about the task in front of you. Asking questions can speed up discussions and this should result in improving the content you’re creating.
Try to be adventurous whenever possible when writing newsletters, emails, and long-form B2B content. We are going through an era of technological innovation, and you have different and exhilarating ways to engage your readers, especially in the digital and mobile arena. Bold copy will stand out – boring copy won’t.
B2B copywriting agencies use professionals who know how to write great B2B content. They know that waffly text and overly long articles won’t engage with people. Instead, by cutting back on ‘fluff’, their copy is shorter, snappier and more impactful.
Writing great copy is one thing, but having a great headline is another thing. The first thing people see when they read your B2B content is the headline, and you must make sure your titles are always catchy, snappy and powerful. Avoid jargon and overly technical language. Pay attention to your headlines – if you write boring ones, your audience is far less likely to read your content.
You must make sure that your spelling, vocabulary, grammar and punctuation is correct for your writing to be effective and authoritative. If you didn’t care about the accuracy, your credibility will be lost among your audience, and your brand’s reputation will suffer. Bad grammar just looks sloppy and unprofessional, so make sure it’s as good as it can be.
Illustrations and words are interdependent – they can’t achieve the purpose alone. You can capture the attention of your target audience and communicate your offer effectively, by coordinating your writing with a piece of creative design, whether that’s a strong image or infographic.
Don’t shy away from being controversial when you feel that it’s necessary. Be bold with your content. When you are delivering B2B copywriting services, keep in mind that there will be real people reading what you create, so try to grab their attention. It’s good to step out of your comfort zone once in a while.
These 10 tips will help you to create compelling B2B content. Follow them, and you’ll notice the quality of your copy increasing – and by doing that, you’ll engage with your customers and make your brand shine in no time at all.