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 Information is missing, or out of date.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
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.
Clearly define them.
audiences, or broad-based audiences.
the best values you can show the audience?
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
Consider a service offering deals for product resellers, a truly
tough, usually very experienced B2B audience:
is to be a reseller. They want hard information about
doing business with your client.
and-value conscious of B2B readers. They’re all about
business. They want to see prices, deals, discounts, and
client’s fabulous products and wonderful services. They
need product details, warranties and added benefits for
“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.
audience. These guys will only read about what matters to them
You write to the B2B audience emphasizing:
better market exposure for a name brand, or similar value-
value through services, discounts, distribution, or other
describing a credible business operation.
client offering resellers? The audience will be receptive to
these potentially lucrative offers.
information in blocks of text. Use bullet points, or
standalone headers for paragraph topics. This is
of 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.
stick 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 quality.
useful, and clearly expressed. That’s the simplest, and not at all
coincidentally the best, way to approach B2B writing.