Originally published October 12, 2022 , updated on January 17, 2023

In this digital age, search engine visibility is crucial for website traffic. That means your business needs to rank on the first page of Google for relevant search terms, especially if you’re in the B2B space. If you’re seeking all the benefits that come with search engine visibility, a content writing company could be exactly what you need. 

Many B2B buyers spend a great deal of time doing independent research before making a purchasing decision. The research they conduct will contribute to the decisions these B2B buyers make. Because B2B companies have products and services aimed at other businesses, they need a marketing approach focused on demonstrating their expertise to garner trust. 

Research by Gartner shows that B2B buyers spend only 17% of their purchasing research time meeting potential suppliers. They spend 27% doing independent research online and 18% researching offline. This goes to show how essential it is to cater to your buyers’ information needs by creating content that answers their questions.

If your business falls into the B2B category, you’ll want to pay attention. We’re about to explain the crucial role that content marketing plays in securing business deals. 

What Are the Best Content Writing Services for B2B Marketing?

Content writing for B2B marketing typically focuses on aspects like brand recognition and audience education about products and services. It also aims to establish brand credibility.

Facts and data alone do little for engagement. But partnering with a content writing agency that understands your target audience and industry can help you to cut out meaningless content. You can share information that demonstrates how your products or services can benefit readers by pairing up with professionals who have insight into your industry. Demonstrating the benefits of your offering can help persuade readers to make a decision that’s in your company’s best interest.

B2B content formats include:

• Blog posts
• eBooks
• Whitepapers
• Podcasts
• Videos
• Infographics
• Presentations
• Industry reports
• Emails
• Newsletters
• Product installation guides
• Technical reports
• Product descriptions
• User guides
• Press releases
• Editorials
• Articles
• Case studies
• Research reports
• Social media posts
• Infographics
• Podcasts
• Landing pages

Why You Need the Expertise of a Branded Content Production Company

You need both industry knowledge and writing expertise to cater to the information needs of your B2B audience. Your team might be experts in your field, but are they also expert writers? If not, it might be better to hire experienced writers who can work alongside your team to create high-quality content for your audience.

Like most B2B businesses, your target audience probably includes the decision influencer, the decision maker, the buying committee, and the actual users of the product or service. You don’t target an individual. Instead, the writing targets several people. For this, you need copy aimed at the CEO, marketing manager, service procurement officer, and the department head who wants to solve a problem through the use of your services or products. Your target audience can also include investors or potential business partners.

Segmentation is essential when you have such a complex audience. And this is where a branded content production company’s expertise comes in. An agency typically has a team of content strategists, technical writers, marketing content creators, editors, and SEO specialists working together to ensure every piece of writing targets the right audience.

Content for Audience

The content they create will aim to resonate with your audience and meet their exact information needs. Part of this process may include creating buyer personas and content suited to the specific stage of the buyer’s journey. The objective of the content is typically to lead the prospective buyers down the sales funnel towards the final buying or investment decision.

Copy aimed at the chief financial officer (CFO) and the board of directors can show the return on investment (ROI). The department head is likely to be interested in how the solution solves their problem or how it can improve their department’s performance. The profitability and market potential are usually what interests investors. For tech managers tend to require insight into the product installation or configuration information, as well as compatibility with their current products.

Marketing, SEO, and technical content specialists are generally the right people to help you meet the information needs of a diverse audience.  The right branded content production company will have the resources, teams, and expertise to tackle the whole process.

Top Benefits of Expert B2B Content Writing for Your Business

Quality content for your B2B audience can do wonders for your business growth. Benefits can range from influencing decision-making to persuading prospective buyers to invest, buy or subscribe. It can also help you to establish thought leadership and build a positive image of your brand.

With SEO-optimised content that includes keywords relevant to your niche, you can improve your website’s search engine placement for those keywords. Quality content that answers the pain points of your audience can also lead to higher sales conversions.

Enables Your Company to Feature Early On in the Research Process

According to Think with Google, 71% of B2B buyers start their solution research with a generic search. This statistic proves that most of your target audience isn’t starting with a brand search. They look for general information on products and services before choosing a provider. It’s beneficial for your business to influence your target audience’s decision-making as early as possible, and you can do this by answering the questions they search for online.

Think With Google also notes that 90% of the prospective B2B buyers start with the organic search facility. You need well-optimised quality content to feature among the first ten results and increase the chances of the users coming to your brand for answers. If you don’t answer your target audience’s questions early on, they’ll get information from your competitors and start to develop trust in them instead of in your business.

You might wonder how you can predict what your audience is searching for, and we’ll admit that it is difficult to pin down. But, with the help of a content writing company, you improve your chances of influencing prospective B2B buyers during their research process. After in-depth research into your audience, we use various tools to ensure your posts and pages are optimised for search engines.

Enables Your Brand to Connect With Prospective Buyers

Quality copy delivered at the right time, in the preferred format, and focused on the relevant user can help your brand to nurture leads until they convert into sales.

Using blog posts and infographics, your SEO content writing agency can help you provide answers during the initial information searches. This can improve your brand awareness significantly. Once prospective buyers know more about your brand, they are more likely to be interested in topics related to your products. At this stage, your agency can benefit from producing videos, eBooks, and white papers to provide more in-depth information and explanations.

During the consideration stage, the prospective B2B buyers want detailed information, social proof, and answers to specific questions. The content writing company can produce client case studies and include testimonials to increase your brand credibility. They can also include more landing pages for your products or services to fortify your SEO strategy. Newsletters are also helpful in this stage because they help to nurture the relationship once you’ve established an audience.

Once the prospective buyers reach the end of the sales funnel, they’re ready to decide. At this stage, your best bet is to provide them with product or service catalogues, comparison blog posts, and trial subscriptions or demonstrations.

Content can also help to keep clients interested. Service manuals, videos, guides, and tutorials help to improve product understanding and satisfaction with after-sales service.

Quality Content Writing Helps To Rank for Branded and Category Searches

We’ve already established that your website can benefit from featuring early on for category searches. But it’s also helpful to feature for brand searches. Compelling articles that connect your brand with prospective buyers at specific touchpoints enable you to build brand trust.

The moment of choosing a brand can happen anywhere during the research process. Copy in front of your audience for each step of their journey through the sales funnel can help you lead them towards a final decision to choose your brand. Brand awareness can develop when you provide the right information at each stage of the journey. By the time your prospective buyers are ready to engage with your salespeople, they’re already aware of your expertise. 

With the help of a content writing company, you can produce information in the most popular formats. According to Statista, how-to articles are the most popular at 77%, followed by news and trend-focused articles, with eBooks and guides taking up the third spot for most popular content formats.

Improves ROI On Your Marketing Spending

Blog posts and articles form the foundation of many online marketing strategies. These content formats can help generate inbound links, increase visits to your website, and increase the number of pages indexed through search engines. Blog posts and website articles generate leads while costing less than conventional marketing methods.

Quality content can attract backlinks from other websites too, which comes with plenty of benefits. This is important for ranking well in search engines. According to Ahrefs, the more backlinks a website has, the better it ranks in search engines.

Establishes Your Industry Expertise

Thought leadership blog posts, articles, white papers, and case studies help to showcase your industry expertise and leadership. This can improve brand credibility. In fact, over 53% of Fortune 500 businesses state that blogs are essential in online marketing.

Prospective buyers want to know that they can trust your brand’s expertise. Articles published in online trade journals, white papers, and long-form blog posts showcasing your expertise can help build your readers’ trust.

The Best Content Writing Services Prioritise Quality

Partnering with a content writing company to deliver valuable content can help your company to deliver content that meets the best B2B marketing practices. The copywriting and marketing agency you opt for should provide content that meets the following criteria:

Quality

Quality content builds trust with your prospective buyers. You want accurate and valuable copy that’s well-written and free of grammar and spelling mistakes.

Aligned with Your Brand Message

Content that aligns with a single and consitent brand tone can contribute to a positive public perception.

Easy to Scan

Your B2B audience members are busy. This means you want to highlight essential aspects to help reduce the effort it takes to consume information.

Current and Relevant

The information should address your audience’s pain points and support your company’s growth goals.

Lead to an Action

If you deliver content to generate leads, you will likely see an increase in website traffic. But you also want prospective buyers to act. The best content writing services aim to lead your audience through the sales funnel towards a decision. Every piece of information must have a purpose, and that’s why the call to action is critical. It can be to have the reader subscribe to your newsletter, visit your showroom, join a webinar, book a seat at your conference, sign up for a free trial, or schedule a meeting.

Recap on Why a Content Writing Company Is Essential for Your Business

Most of your B2B audience performs online research before they attempt to engage. By the time they contact your sales team, they’ve likely already done the bulk of their research. Your company can deliver information throughout their research to help answer their questions and influence their decision.

With most B2B buyers starting their research on a generic level, you can benefit from sharing search-engine-optimised content to answer their questions. Your website will need to rank well for the relevant keywords so that prospective buyers can find you. You’ll need quality, relevant, and accurate information in the right format and optimised for search visibility. Content that meets these requirements can enable your business to:

• Address the pain points of your target audience
• Increase engagement with your customers
• Drive brand awareness
• Establish industry leadership
• Educate your prospective and existing clients about solutions, products, and services
• Give influencers the information they need to present your solutions to the decision-makers
• Gain search engine visibility
• Nurture leads and turn them into successful sales
• Give information to help your sales representatives to conclude sales
• Stay ahead of competitors 
• Gain more media visibility through press releases

Best Content Writing Company to Help Your Business Succeed

Online B2B marketing can deliver long-term results for ongoing business success. You can achieve the best results with quality writing and a proven strategy. Look at some of our case studies on how content writing and marketing services have helped businesses reach their growth goals.

If you’re ready to improve your marketing approach, connect with us to discuss a strategy that will give you the best ROI.

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