Blogging can do wonders for your B2B content writing efforts.
It can help you with two types of audience: The one that already knows you, AND the new audience that you haven’t tapped into.
And if you do it well it can also boost your SEO efforts.
When you have your SEO and audience right, this literally translates to having an amazing brand reputation.
Blogs are not only for B2C but they also play an important role in B2B businesses
According to The content marketing institute, 76% of B2B marketers tells that blogs are a vital part of their overall content marketing strategy.
A blog can help you in ways you never imagined because it helps you understand your audience’s pain points and you can work on them to make your audience delight.
So, this is the only guide you need for understanding B2B content writing in-depth.
What is content writing?
Content writing is referred to as creating content for online marketing or brand promotions.
Content writing plays a crucial role in today’s marketing strategies. A common word among the public is that content writing is just writing creative and lengthy articles for blog posts.
This has zero truth to it. Content writing varies from Facebook posts to ebooks to web writing to articles. And these are only a few that I have named. There are more.
What is B2B content writing?
B2B is short for Business to Business. As the name implies, it is one company creating content for another company.
The target audiences here are other businesses interested in buying their product in contrast to B2C writing ( Business to Consumer), where the target audiences are consumers.
Hence B2B content writing and B2C content writing have picked up completely different styles of writing.
B2B content writing is more about being formal, relevant, and valuable.
Whereas B2C is more about connecting to the general audiences emotionally.
These rules are not absolute. Content writers from both sides have been picking up from each other.
Common B2B Content writing niches:
Common B2B Content writing Specialties:
- B2B technical writer
- B2B copywriter
- Content marketing writer
- Social media writer
Important forms of B2B marketing
What is the difference between B2B and B2C Blogging techniques?
B2C blogs are aimed at the general public while B2B is more or less like B2C but they are not aimed at the general public.
Blogging is really a powerful tool for B2B because your company can attract your target audience.
Content Marketing Institutes’ research concluded that more than 75% of B2B marketers have reported that blogging plays a vital role in their marketing strategies.
B2B blogs are not strictly focused on sales. They focus more on creating trust and valuable content for other business owners.
According to Hubspot, B2B companies that do blog generate 67% more leads per month than those who don’t
Talking of blogging, you may need to know that…
What are the benefits of B2B blogging?
Now that you know the basics about blogging for B2B, we should also take a look at the benefits. so here we are:
- It improves your SEO efforts
B2B content writing or blogging improves your SEO score.
Because when you look at it, the companies who create more content are basically wanting Google to index more of their pages, and thus when users are searching for keywords related to your industry, it gives YOU a higher chance to come up in SERP’s.
In fact, Tech Client says websites that have a blog will typically have 434% more indexed pages than those that don’t.
so, if you want to have a higher ranking for top keywords in your industry, You need to create wholesome content.
Content that is around your targeted keywords, and information that is nowhere to be found.
The more articles you write, the higher chance of people getting recommended with your business’s content.
Hence, SEO content writers are partly what makes blogging so important.
- B2B blog can help you get highly qualified leads
Blogging is a great way to get leads that you otherwise can’t attract.
When done right, blogging can help you get a constant stream of leads and that too, highly qualified.
But how do you do it?
When you start to blog that speaks to the user and their problems, you are essentially helping your potential leads.
And when they are satisfied with your content, they would love to become a lead for you.
in fact, Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (source: DemandMetric)
It’s just you have to create a balance between creating amazing posts and helping your potential customer.
when you write content that is highly targeted, you make sure that the leads you get are also the ones you are looking for
- Blogging is the best way to increase conversions
There are just various types of content marketing methods, but blogging stands out in the first position for conversions.
That can be because blogging is long-format content and when users truly understand your intentions and your writing style, you gain their trust and they gain quality content.
There are three stages in a buyer’s journey and all three can be fed through blogging, like:
in the Awareness stage, you can make them aware of a product or service and your main goal here is to make them a lead.
in the Consideration stage, you need them to shortlist you because they have identified their problems and now they are looking for solutions.
in the Decision stage, you should give them everything that they are asking for. don’t give them any reason to consider other options.
it’s your best chance to highlight yourself and be in the eyes of your customer.
As you can see that blogging for B2B works for all stages in the Buyer’s Journey.
Another thing that people miss a lot is CTA’s (Call To Action).
Place them strategically and you should see your conversion go skyrocketed.
6 steps to create your B2B Content Writing
Create a Strategy
Before you start writing there are some things that need to be addressed, like what is the purpose of your blog, who your target audience is, what are their needs, etc
and then from there, you can work your way to create your overall strategy.
In your research, you might need to do some target market research to find what topics will most attract your ideal prospects.
You should also decide that how often are you planning to put out content?
Everyday? 4-5 times a week? or 5-6 times in two weeks.
Decide your frequency and most importantly, Who is going to write that content.
Is that you yourself? your in-house writers? freelancers or agency-based people?
Research taget keywords
At the end of the day, you need to create content that your potential customers find and Google supports via ranking.
so you need to find keywords that are highly targeted towards your audience.
There are various tools to find keywords like Ahrefs, Semrush, Ubersuggest, etc
You can see the overall trend of a keyword using Google Trends.
You can find long-tail keywords and questions people ask using the website Answer the public.
These are some tools that can help you with keyword and ideas research.
Create a content calender
When you have tens and hundreds of ideas, it becomes almost impossible to keep track of the content
Enter: Content calender
A content calendar allows you to do a bunch of things like:
- The Topic of your blog post
- Keywords you are planning to use (keywords)
- Who is going to write the post (Author)
- When you are planning to post the content (Publish date and time)
- And other important information
That way you are organized and you know exactly what to do and when to do it.
So, content calendars come in handy in reducing the workload of a content manager.
Now that you have your Strategy ready, you know your targeted keywords, and you have made your calendar, its time to do the most important job
Writing the actual content
After you have written content, make sure to optimize it for On-Page SEO before hitting “publish” and you are good to go.
- Publish your blog content
You have written your article by putting research and completing it with pictures, infographics, and visual content, it’s time to put it out on the internet.
- Promote your content
Your work just doesn’t stop when you click publish, you also have to promote it so that it reaches your target audience.
The medium that helps most, in this case, is E-mail. Make sure you mail all your subscribers that you have written an amazing article
next, you can always use Social media like Facebook, Twitter, LinkedIn to inform your friends and connections.
When done right, promotion can help leverage your post.
When it comes to the importance of case studies in B2B marketing, they are no less important than blogging.
B2B case studies are very effective as they combine social proof with unclouded and relevant evidence in support of your marketing claims.
Here is what case studies bring to your B2B marketing:-
The first thing a case study does is build your credibility.
Provide evidence of how real customers choose and use your product or service. The fact that the client company uses it and is also happy to be cited as a case study reinforces this credibility.
These immediately help build our credibility among new potential customers.
This will be further enhanced if you can include customer quotes.
Case studies provide evidence of the efficacy of your product or solution. Ideally, they will provide data about the results you have achieved.
They are your success stories.
Potential customers must justify their decision to buy your product or service. By providing evidence through case studies, you can make their lives easier, make them feel safe, and help them gather the evidence they need.
A case study provides a narrative structure with a beginning, middle, and end. They are short stories and stories are one of the best ways to attract people.
Guides and tips
A good case study isn’t just about selling collateral, you can learn from it, too.
People are always eager to learn from what other people do, and you can provide key points or lessons that can be learned from your case studies.
A case study is just for you. This is a story about how you work with clients to get results. Therefore, a case study is something that competitors cannot easily replicate.
Case studies are just as effective as articles, video interviews, top tips, or slide swaps. Therefore, case studies can generate a variety of useful content for your content marketing.
B2B video content tries to convey complex ideas of the company in a short time and in a convincing way.
A strong video script helps in accomplishing that goal.
Strong video scripts with good editing make any movie an instant hit. It has the same effect on B2B marketing too.
Videos script has the power to move the viewer emotionally
Though, this is B2B the audience is still human. Video scripts can maintain the balance between professionalism and stay in emotional connection with the potential buyers.
Other forms of B2B marketing are
- Email campaigns
- Social media
- Ghost writings
Contact Here if you want to get B2B content Writing Plan for your Business.
Should you consider B2B content writing jobs as your profession?
Absolutely. 2 years back, my answer may have been different. But now, it isn’t even a question to ponder.
Since the pandemic, the wave has shifted towards freelancing and work from home. People are getting to know how valuable freelancing jobs are.
Freelance writing can be your perfect side hustle or even your high-paying, full-time remote job.
Slowly content writing has become a perennial source of income as more and more people creating their content and brands. And businesses are no exception to this. With marketing strategies adopting online methods, hiring content writers is a must for any brand to go viral.
B2B content writing jobs or B2C content writing jobs?
Case 1: you are a content writer who is going to work for a youtube creator(B2C), connecting directly to the viewers and followers of his page
Case 2: you are a content writer for John Deere, creating content for them to sell to other big companies.
Where do you think you are getting paid more in the two cases above?
Big businesses( in this case John Deere) can pay a lot of money.
Being a B2B writer, you tend to work with companies and brands with big budgets with a lot of work to be done.
And big companies don’t want to nitpick over all the details over a few bucks here and there for the price.
Companies are willing to pay for quality. B2B content writing is a great opportunity to get long-term freelance work.
Money is not the only benefit to B2B. You can leverage these big names of the companies you are working for to build your portfolio, which might help you with bigger and better opportunities.
What Are B2B and B2C?
A B2B, or “business-to-business” company provides services or products to other businesses. A B2C, or “business-to-consumer,” company sells directly to individual consumers.
How does B2B work?
In B2B, one business sells a set of products or services to another business. Typically, there is a group or department that uses the vendor’s products and services. Occasionally, a single user on the buyer side makes a transaction in support of the company’s business goals.