Originally published March 24, 2022 , updated on August 9, 2024

Content marketing is fast becoming the preferred solution for B2B companies for value creation. The approach opens doors to engage with potential clients. For the B2B audience, the strategy should offer an unconventional way of learning from their potential suppliers. Professional B2B content writing services help you engage through meaningful content without direct selling.

Interested to know more?

Read on to learn how you can get the best results with a B2B content marketing strategy. Also, discover how to get the most value from content writing services.

Why B2B Content Writing Services are Integral to Your Marketing Success

Before we look into methods for B2B writing, let’s find out why it should form the cornerstone of your marketing strategy. Here’s why you should use content to drive engagement:

Develop Credibility

Give your audience credible information to meet their needs and gain their trust. B2B buyers want expert solutions. Build brand authority, and you gain their trust.

Increase Reach Across Channels

An effective B2B content marketing strategy connects your marketing channels. Use B2B content writing services to create blog posts and articles. You can also transform the content into other formats, like slides or videos. Share these on social media channels to increase brand visibility.

Support the Sales Team

Aligning B2B content writing services with the buyer’s journey helps to meet the information needs of your audience. Your sales team meets with informed and ready to subscribe customers.

Add Touch-Points to the Sales Funnel

B2B buyers review several information pieces before they approach sales representatives.

Free and useful information gives your B2B buyers more brand engagement opportunities.

You don’t ask them to commit. Instead, you provide information to help them reach their goals. Their engagement with your brand is positive, giving them more reasons to use your services.

Why You Need B2B Content Writing Services

The B2B audience differs from conventional website users.

When you write for consumers, personalisation is essential. You have individual buyers.

With the business audience, an individual reads the article or post. So, you still need personalisation, but the individual doesn’t choose the vendor or product.

Instead, a buying committee makes the final decision. You write for both the individual and the buyer committee.

With the business audience, your tone should be professional and conversational.

It’s a balancing act, requiring skilled writing. And a B2B content writing agency has the writers to craft copy that resonates with the individual professional and the buying committee.

Also, your team is used to industry jargon. Although jargon is fine for trade journals, for explaining how your service helps someone do their job—you want everyday language.

Your readers are busy people. They look for solutions to help them get their jobs done. They want you to speak their language. If your tech and sales teams cannot communicate in their language, it’s best to use a B2B content writing agency.

That said, business professionals understand the problems they need to solve. They know their industry.

Your team understands the solutions you offer, but are they also experts in the industry in which your audience operates?

If not, they have to learn the ins and outs of that industry before they publish articles and blog posts.

Why? Industry specialists can spot superficial understanding and inaccurate information. Deliver such content, and your company loses credibility.

Instead, tailor your B2B content marketing strategy to meet your customer’s information needs.

Partner with a marketing agency that has experience in offering writing services for that particular industry.

Related Reading: A Comprehensive Guide to B2B Content Marketing Techniques

How Do You Develop a Killer B2B Content Marketing Strategy?

To get the best results with B2B content writing services, develop a clear and practical approach to publishing informative material.

First, identify your marketing and writing goals.

For instance, focus on creating a stream of sales leads, building brand awareness, or increasing customer and brand engagement.

Make sure you can measure each goal using key performance indicators (KPIs). Create a scorecard to keep track of the KPIs. Design the publishing plan with the goals set and measurement tools in place.

Outsource the writing and strategy development if you don’t have enough time and resources.

But if you want to develop the strategy, make sure you set a realistic schedule for information delivery to the right channels.

Best Approaches to Article Writing

Remember, your audience demands extensive information.

Blog posts, articles published in trade journals, and guest blogs can work well. Everything should tie into one comprehensive strategy. Here are a few best practices to supercharge your marketing efforts through article writing:

Value-Driven Content Delivers Results

See every article as an intellectual property asset. It carries a unique value. And you can further its significance with functional and well-researched information.

Focus on your buyer’s concerns, deal with their pain points, and offer explanations.

Tailor each article to an exact buyer persona relevant to where the buyer is in the sales funnel.

For example, explaining the technical details of your product to someone who is just starting to know your brand is a waste of words.

Think of Content Creation in Layers

Each stage of writing applies to a specific layer.

Early on, the customer realises there is a better way of managing what they do.

Next, they wish to find out if the solutions available are workable for them. They seek brands that present answers.

Once they’re familiar with the brand and their questions have been answered, they’re ready to plunge their toes into the paint. That’s when you deliver the advice that simplifies the eventual outcome.

In the first layer, your content addresses why the buyer needs to change—solve a problem for them. You take them through steps to streamline their process in the next layer. At the final stage, you help them decide between your solutions and competitors’ offers.

Content Serves the Audience and Search Engines

Although you write for humans, the search engines merit consideration. You aim for the first page in organic search results. Algorithms are now so advanced that the relevant pages, which answer intended search queries, list on the first page of results.

Fact: in most cases, readers don’t click past Google’s first page.

Reaching and maintaining a position on the first page with strong content is challenging and time-consuming. But to reach the golden spots, you require search engine optimised information pieces.

Leading B2B content writing services focus on best practices and keywords to rank client pages for first-page placement. You can do it as well with the help of keyword research tools and quality optimised material.

Part of the process calls for link-building, but instead of buying links, develop content to which sites want to link. Those are the juice producing links which turn attention to your brand.

Outstanding writing only goes that far. The topic focus is just as critical.

Share information significant to the target audience while performing search engine optimisation (SEO).

That stated—don’t concentrate on SEO with mediocre content. Each piece must make sense—ask why do you include the section in the contribution. If it carries no importance, chuck it.

Quality writing takes effort and a lot of research. You can outsource this part of the B2B content marketing strategy to an agency that offers B2B writing services. The agency can deliver press releases, email newsletters, and guest blog posts to enhance your reach.

Consistency is Key

Many brands start out enthusiastic and deliver a comprehensive range of articles and information pieces, only to lose steam down the line.

The contrary should be true. Posting six blog articles this month and nothing later doesn’t produce brand consistency and awareness.

Deliver your podcasts, social media posts, blogs, and eBooks with the steadiness and efficiency of a Swiss timepiece. If you cannot keep up with new pieces, repurpose old pieces, but deliver like clockwork.

Include a variety of evergreen pieces to supplement newsworthy items in the publishing mix. Set a posting calendar to publish before and after important events in the year. With a timetable in place, you have a road map, pressing you to stay on-route with information delivery.

Consistency is valuable for both brand integrity development and SEO. Get the calendar up and running before publishing information pieces.

With a road map, you can target distinct topics and keywords with prompt blog and editorial publishing.

Publish a Mix of Formats

You can apply parts of blog posts for slides, videos, Instagram posts, and Tweets. Further, produce unique work for each platform and link between content.

Your buyers could prefer anything from downloadable eBooks to infographics, videos, and editorials. Present information in formats they tend to engage with most.

B2B Content Formats

Not only the advice you share, but the channels and the information formats are critical. As opposed to everyday shoppers, business buyers adopt a lengthier route before they buy or sign-up.

Prospective buyers at every stage of the journey call for specific information presented in formats they prefer at that stage. Here are a few suggestions to guide you:

Produce Information-Packed Blog Posts

Long and short-form blog posts are the cornerstone of B2B content writing services.

Also, let blogging be the star of your content strategy. You can use blog posts for all levels of the sales funnel, but these work especially well during the awareness-building period.

Information to Use Through eBooks

B2B buyers are busy. Giving them something they can download, share, and study extends your brand’s influence.

Include eBooks at the consideration and decision stages. With these, you can drill deeper into themes of importance. Have a look at what eBooks can do for your business marketing.

Videos for Visual Explanations

Produce videos to introduce your brand, answer specific usage questions, and solve pain points.

The videos live on social channels like YouTube and Facebook, and you can embed selected ones on blog posts.

Here’s an example of how we use videos to connect with our audience:

Infographics Drive Traffic

Need to share a bucket load of statistics?

Then, infographics are the media to apply.

You can create shareable visual content that adds value to blogs or related social media posts.

Business executives appreciate credible data they can distribute. Infographics enable you to meet their needs, and you can distribute them throughout the sales funnel.

Webinars for Participation

Business users enjoy in-depth discussions and participation events.

Purpose webinars to increase engagement, improve networking potential, and build an enormous following.

Let your professionals present the webinars.

Podcasts for Audio

Podcasts are ideal for business managers who appreciate expert insights but prefer content they can listen to while driving or working.

Always add the script for the podcast to enhance accessibility to the information. You can create a separate section just for Podcasts or can embed specific sessions in your blog posts.

For an example of how to use Podcasts – listen here as Raj Goodman explains the secrets to scaling your business. You can also read more about the discussion in a blog we published about it here.

Email Newsletters to Retain Customers

Apply according to the segmented market and address issues related to their stage in the buyer’s journey.

These should not be sales messages. Instead, you give information your audience requires, delivered to their inbox.

Email newsletters are effective–don’t overlook these instruments in the B2B content marketing strategy.

Best Practices to Follow with a B2B Content Marketing Strategy

As with every type of business approach, B2B content marketing has a few best practices. Your strategy should include:

Know your audience—otherwise, your content creation will be a hit-and-miss affair.

Lead with benefits, not features—your audience wants to know the features of your product. But show how it solves their problems and helps them to get their jobs done.

Treat content as an ongoing process since information gets dated.

Leverage a media mix to get information in front of prospective clients on the platforms they visit and in their preferred formats.

Quality is more important than quantity—deliver consistent high-quality and relevant information over a period rather than over-post and then hide.

Ingenious Approach from B2B Content Marketing Strategy to Writing for Results

We touched on aspects of B2B content strategy and writing. Yet, the task can seem time and resource consuming. You have to repeat and adapt the process to deliver consistent, buyer-focused content.

We understand hiring a full-time team of strategists, editors, SEO specialists, and writers takes time and is expensive.

That’s why we’ve created the Goodman Lantern solution to handle the process, so you can get results.

Let’s connect to discuss your inbound marketing strategy.

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