4 simple steps to nail the B2B content writing process
Ever since the ‘Internet Boom’ took the world by storm in the early 2000s, the way content was looked at, perceived and even created began to change.
Tealfeed Guest Blog
Every writer in the metaphorical ‘Business Universe’ is striving to develop content that performs the primary function of a Digital Marketer: Which is selling ice to an Eskimo!
However, what most writers fail to comprehend is whether or not the Eskimo was even looking for ice, to begin with. ‘Know your market’ is a mantra every content wizard is accustomed to, but the depth of understanding is often varied.
Ever since the ‘Internet Boom’ took the world by storm in the early 2000s, the way content was looked at, perceived and even created began to change. In a world where print media and televised commercials ruled the roost, the Internet arrived in style to dethrone the pivotal rulers and stake its claim. Businesses realised that digital media was a more cost-effective method to channel their content to the mass consumer and thus, the Content Writer was born.
Yet, over the last couple of years, the entire industry has been convoluted by a cloud of malapropism and miscommunication. Off the bat, you must be wondering why I even chose to use such a word in my sentence, since it would definitely not rank in the SEO/SEM list of trending keywords. And this is where the conversation begins. The conversation is ‘Who are we even writing for?’.
Content writers have managed to stay on top of the game by navigating the complexities surrounding Google’s WebCrawler and have established ground rules through the art of Search Engine Optimization. By plugging in the right keywords at the right place, content gets ranked and stacked on Google’s home page based on the aforementioned relevance. The more relevant the content, the larger the audience.
But what if that was never the objective to even begin with?
And thus, another domain came into existence. The B2B Content Developer.
The B2B Content Developer/Writer came about with an agenda to communicate the very essence of the idea behind a product or service, to the masses, without worrying about the trigger-happiness of the content. They, or rather we, focus on:
- Internal Communication.
- Business Communication (B2B).
- Product Marketing.
Hence, through 4 simple steps, I’m going to explain how you can become a refined B2B writer.
1. KNOW YOUR AUDIENCE
This very phrase is probably done to the bone, but it pretty much sets the foundation for a B2B writer.
Whilst most copywriters create consumer content that convinces the public to accept the brand with open arms, B2B writers are catering to a whole other set.
CEOs, CTOs, CXOs, CIOs and the entire platoon of C-Level executives form a vast majority of your audience. Your governing agenda is to help businesses understand why the organisation is not to be taken lightly in the market, as well as highlight the muscle-power with respect to the services offered or technology possessed.
Copywriters might say ‘Less is more’ and ‘Keep it simple Nikhil because the mass consumer cannot comprehend the difference between Machine Learning and Natural Language Processing‘, but then again, we aren’t really talking to the mass consumer!
So rather than plugging-in SEO optimised phrases and keywords to gain market traction, focus entirely on the subject. Because rather than having 1 Million clicks on Twitter, your goal is to ensure business professionals all over are taking your content seriously.
2. INFORMATION V/S PASSION
Copywriters and B2C content writers possess a lot of passion when it comes to their writing style. They are able to crack the code and decipher the concept into simplistic tones so that it can be absorbed by the public, voraciously.
However, that isn’t the purpose behind a B2B content writer. The sole goal over here is to spread information, accurately. By highlighting that single piece of information effectively, you have successfully helped your business stand out.
Imagine a laptop company that is launching a product into the market. The product’s specifics include 1 TB storage and 32 GB RAM.
B2C Writer: With the new ABC Laptop, you can access all of your movies with lightning speed. Entertainment just got quicker.
B2B Writer: Equipped with 1 TB storage and 32 GB RAM, the ABC Laptop can efficiently perform multiple functions at the same time, as well as reduce retrieval speed by over 16%.
Where did the 16% come from? Well, that’s because more so often, B2B writers are tasked with the job of sourcing additional information about the device/service. You need to understand the most minute of nuances surrounding the product and showcase it effectively.
3. NEVER BEAT AROUND THE BUSH
As much as we love elaborate descriptions, nothing irritates a reader more than a writer who is busy beating around the bush.
Since the additional liberty to refrain from SEO-plugging is given to B2B writers, the impetus must be established to ensure your content reaches the point quickly. Because even though your audience might be C-Level executives, they are all surfing through your content on a digital device.
The whole User Experience (UX) clause comes into play because if the writer likes to figuratively take a long stroll through the park with their content, rest assured the reader is gone within the first few lines. A lost opportunity.
If you’re suffering from writer’s block, or if you just can’t get enough information to fill that 700-word limit, then cut your losses and end the article. An individual might appreciate a short 350-word snippet as opposed to a 1,000-word juggernaut that’s going nowhere.
I remember my advertising days, those big Fortune 500/1000 clients and the conversations with my Creative Directors that were ladled with words like ‘concise’, ‘simplistic’, ‘short’ and ‘cut the jargon mate’.
But as a B2B writer, you’re now talking to industry insiders and experienced veterans. These qualified individuals understand all the jargon that comes parcelled with their industry and even appreciate your adequacy in dropping business slang. Even though jargon might be hard to comprehend for some, these individuals have spent years in the industry and have grown accustomed to these content-heavy words.
As a matter of fact, these words help put scientific terms and technological processes into perspective. Because an industry veteran will appreciate the term ‘Black Box Algorithm’, in contrast to spelling it out as a ‘mainframe language that processes the data input and performs binary functions to deliver the unidimensional output’.
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