06 February 2021
The way companies communicate with their customers has evolved in the past few decades. Until recently, B2B companies relied on advertisements as the primary avenue for brand building. Printed collaterals served as the go-to ammunition in the marketing arsenal and traditional media as the main platform to keep external stakeholders updated on a big developments in the company.
Today, it is a completely different story. Information sharing in the digital age has become easier, faster, more cost-effective, on-demand and multi-way. A company has a number of owned media channels – the company’s website, blog, social media platforms, newsletters – besides traditional media and events to keep their stakeholders updated, amplify their voice and influence the buyer’s mind.
But challenges abound. How do you pull potential customers to your owned media channels? What will excite a customer? How do you sustain the excitement over a long period of time?
The answer is great content.
Content that sells, content that inspires, content that persuades someone to change her mind.
Hence, it is not surprising that B2B marketers want to commit 70 percent of their investments in 2021 on content creation.
In this blog, I am decoding B2B content writing. What are the different forms of B2B content? Why is its importance growing? And how can you choose a B2B content writing agency to help you stay on top of your game?
B2B content writing encompasses both long-form and short-form content in different formats such as text, graphics, audio or video content. The objectives vary too. Inform buyers and prospects about your products and services, create brand reputation, communicate new ideas with your target audience, and inspire them to take certain actions.
You are either producing content in-house or working with a B2B content writing agency to meet your growing needs.
There are many forms of content to cater to your business needs. Let’s first look at traditional, long-form writing.
Short-form B2B content is another area of growing importance. Here are a few such formats:
A buyer’s journey begins with discovery. Skillful copywriting can leave a profound impression of a company on the buyer’s mind, all the way from the first to the final stage of decision-making.
Understanding the buyer’s journey can help you better navigate and tailor your content strategy. There are three parts to the buyer’s journey.
As the same suggests, B2B refers to content for organisations that sell to businesses. And B2C content is for organisations that sell directly to the end consumer. An experienced B2B content writing agency will know how to tailor the writing to suit the needs of this segment.
Here are three major differences in the type of content for these two different segments:
However, there are some deep-seated myths about the B2B consumer of content.
It is widely believed that emotional appeal as a content strategy only works with B2C customers. Emotional storytelling is mostly used in B2C so that customers resonate with the content. It is not commonly associated with B2B content. However, it is important to remember that decision-makers in the B2B space are not machines, but humans too. And content creators are now increasingly using emotional appeal such as B2B storytelling as a strategy.
Must formal writing be dull and boring? Not at all. B2B content can be educative and thought-provoking, yet riveting and powerful. A lot depends on how the content is presented; facts and data can be juxtaposed with anecdotes and examples to make it a compelling read. With millennials in decision-making positions in B2B companies, there is an even bigger need today to ensure the content you produce appeals to a younger audience. For example, rather than a text-heavy whitepaper, use graphics and easy-to-read layouts with inset boxes and blurbs to make it more appealing.
Many associate B2B content with black and white text. But that is a thing of the past. Content creators now make greater use of graphics, animation, videos and infographics to add more zing to their copy. Video case studies are becoming popular. These attractive formats are particularly effective for social media promotions.
As many as 86 percent of B2B marketers revealed that they outsourced content creation to agencies in 2020. However, marketers also struggle with content quality. An earlier study showed that 56 percent of marketers in Asia Pacific rated quality content creation as their biggest marketing challenge.
Hence, before you proceed with a B2B content writing agency, get your quality checklist in place. Have clarity on your business requirements and core values when looking for an agency. We have curated a checklist to guide you on your search.
An average B2B buyer consumes 13 pieces of content before making up her or his mind. They look for relevant content on websites, social media, review sites, emails and publications. That puts enormous pressure on marketers to produce content in large volumes that fit different communication platforms and purposes. Buyers today are also more educated; they can easily discern quality content from what is poorly produced. Hence, choose your agency well and ensure your brand reputation stays strong and your customers find what they are looking for.
How can we help? Read our writing services and tell us what we can do for you.