B2B Copywriting: What It Is & How to Use It (+ Examples)

B2B copywriting (business to business) is the act of writing content to inform businesses about your products, services, and thought leadership. This is different from B2C (business to consumer) which focuses on targeting customers.

SEO copywriting can be utilized for a variety of channels, including long-form web copy—such as articles and landing pages—email, social, and even paid ads. While B2B copywriting is a valuable tactic in and of itself, it’s the strategy behind the copy that really makes a difference. 

In this guide, we’ll explore the fundamentals of B2B copywriting including what it is, how to use it, and share examples to inspire your own content strategy. 

What Is B2B Copywriting?

B2B copywriting is the art of writing content to inform other businesses about your products, services, and thought leadership. It is a content marketing tactic used to grow your content library with valuable insight that draws new customers to your brand. 

Businesses invest in B2B copywriting when they’re ready to invest in their marketing efforts by building content. This content can be in the form of landing pages, long-form articles, product descriptions, and even social media posts. 

B2B vs. B2C Copywriting 

There are many differences between B2B and B2C copywriting—both in the meaning of each and how they are used to attract customers. B2B stands for business to business and means you are a business selling a product or service to another business. B2C stands for business to consumer, which means you are a business selling a product or service to a consumer. Some businesses may be a mixture of both depending on what they sell.  

Along with the literal differences in meaning, there are different strategies for writing B2B vs. B2C. This is due to the fact that your target audience will differ immensely. For example, if you’re a B2B company you’ll likely be targeting business leaders whereas a B2C company might target a wider audience. 

What Is the Purpose of B2B Copywriting

The purpose of B2B copywriting is to generate awareness of your brand, attract leads, and, ultimately, convert those leads to sales. You can visualize this through the marketing funnel. The marketing funnel describes your customer’s journey—from the initial stages when someone learns about your business, to a purchase. 

Generate Awareness

B2B copywriting creates awareness by bringing new users to your website through the use of long-form SEO articles, paid ads, or social media. 

Creating these forms of content help to establish your brand as an authority and thought leader in your industry. This will entice customers to return, and eventually purchase from your brand. 

Grow Leads

Once a customer has gone through the awareness stage of the marketing funnel, they will enter through the interest and desire stages. Now, they have a better understanding of what they’re looking for and may have an idea of the services they’re in need of. 

This is where middle-of-funnel copywriting strategies like web pages come in. These long-form pages cover one topic in-depth with internal links to related resources in the form of articles. 

Convert Users

Once a customer understands their needs and has an understanding of how your product or service can help them solve their problems, they’re ready to make a purchase. 

Long-form content is a great way to attract customers during the initial awareness phase of their journey so that your brand is top-of-mind once they’re ready to convert. 

How to Write B2B Copy With Examples

With all of this information about B2B copywriting, you may be wondering how to actually write copy. B2B copywriters have the necessary skills and experience to craft enticing content for your brand, so it’s a good idea to enlist the help of an expert. 

But, there are some tips to keep in mind if resources are tight and you’re in need of writing your own copy. 

  1. Conduct Initial research: During the initial phase, you should be in-depth research to identify what your customers are searching for, frequently asked questions, and how you’re performing compared to your competitors. This way you have a good idea of the intent of the piece you’ll be writing and have an understanding of what your readers are looking to get from your content. 
  2. Get creative: While you might not technically be a creative professional, it’s important your content is enjoyable to read which involves thinking outside of the box. No one wants to read a cookie-cutter blog post that has no voice and no real “get.” Consider the personality of your audience and use that to inspire your words. 
  3. Add visuals: In this day and age where customers are being bombarded with ads and marketing campaigns, it’s important that your content is both enjoyable to read and enjoyable to look at. Incorporate visuals like images, infographics, and even drawings if needed. This will help break up your content into digestible pieces that make your copy visually appealing. 

Need a few examples to get you started? We put together a few examples from real clients that we’ve worked with. 

Build Your Business With Copywriting

With the right copywriting strategy, you can gain more awareness for your brand and attract new leads into the marketing funnel. If you’re looking to grow your B2B business with the help of copywriting, reach out for a consultation. I help businesses grow their content library through smart SEO campaigns and long-form written content.

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