|If you look at the websites selling B2B services, you’ll see a range of
content issues ranging from the trivial to the catastrophic. The truth is that
some B2B websites are truly all over the place. Information is missing, or
out of date. Old news is still on the site.
Current news is hidden off the home page where nobody will ever see it.
You can spend a lot of time trying to find even basic information.
The whole point of B2B writing is information quality. Business information
must be clearly stated. When you’re writing B2B content for a client, you
need to get everything right.
There’s a checklist of questions for B2B writing:
audiences, or broad-based audiences.
best values you can show the audience?
The story with B2B writing is this - Remember the readers. By definition, this
is a business audience, looking for business values. Their professional
judgment will be the guiding force behind their reading.
The basic rule of B2B content writing- The audience defines the content
Consider a service offering deals for product resellers, a truly tough,
usually very experienced B2B audience:
be a reseller. They want hard information about doing
business with your client.
value conscious of B2B readers. They’re all about business.
They want to see prices, deals, discounts, and dollar values.
fabulous products and wonderful services. They need
product details, warranties and added benefits for resellers.
“Dumbing down” will not go down well with these people.
They won’t read it. Speak to them on a professional basis, not
baby talk, in your content.
In short, the B2B audience is the exact opposite of a consumer audience.
These guys will only read about what matters to them as businesspeople.
You write to the B2B audience emphasizing:
market exposure for a name brand, or similar value-based
through services, discounts, distribution, or other market
describing a credible business operation.
offering resellers? The audience will be receptive to these
potentially lucrative offers.
Writing B2B content
The rules for B2B content are simple enough:
blocks of text. Use bullet points, or standalone headers for
paragraph topics. This is absolutely critical.
multiple topics is a mess. The audience also likes to think it
knows what it’s reading about, so stay focused on the stated
topic and don’t digress.
to 400, but remember- You have to fit your all content in to
that space. Do not try to cram in extra info at the expense of
B2B web content is essentially like a business letter- Factual, useful, and
clearly expressed. That’s the simplest, and not at all coincidentally the best,
way to approach B2B writing.