B2B Web Content Writing Essentials



    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 Information is missing, or out of date.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:

    •        What products or services is the client selling?
    Clearly define them.

    •        Who’s their target audience? There may be niche
    audiences, or broad-based audiences.

    •        What does this audience need to know? What are
    the 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 needs.

    Consider a service offering deals for product resellers, a truly
    tough, usually very experienced B2B audience:

    •        This audience does not want to be told how great it
    is to be a reseller. They want hard information about
    doing business with your client.

    •        Professional resellers are the most pragmatic, cost-
    and-value conscious of B2B readers. They’re all about
    business. They want to see prices, deals, discounts, and
    dollar values.

    •        They do not need a tourist brochure about your
    client’s fabulous products and wonderful services. They
    need product details, warranties and added benefits for
    resellers.

    •        Resellers tend to be experts in their product ranges.
    “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:

    •        Business advantages- Better prices, better deals,
    better market exposure for a name brand, or similar value-
    based information.

    •        Cost advantages- Your client may provide more
    value through services, discounts, distribution, or other
    market mechanisms.

    •        Hard facts- Reseller ABC made $50,000 in a month,
    describing a credible business operation.

    •        Rewards, bonuses and incentives- What is your
    client offering resellers? The audience will be receptive to
    these potentially lucrative offers.

    Writing B2B content

    The rules for B2B content are simple enough:

    •        Keep your layout clear- Don’t bury useful
    information in blocks of text. Use bullet points, or
    standalone headers for paragraph topics. This is
    absolutely critical.

    •        Stick to one topic- The only thing likely to come out
    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.

    •        Word counts matter- If your client wants 400 words,
    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.

    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.