What Makes Good B2B Writing?

When it comes to business-to-business (B2B) marketing, we’re all likely familiar with the importance of good content in educating and persuading readers about the value of our solutions. However, not all content is created equal as some are simply better than others.

In the fourth episode of the Brighttail Podcast, Ryan, a writer from our content marketing team, delved into the world of good B2B writing. His focus was on the three key elements that he believes are essential for creating impactful content.

What is B2B Content?

B2B content is simple to understand: it is content created with the specific marketing goals of B2B companies in mind. Whether it’s a whitepaper, an e-book, or a blog post, B2B content serves various purposes – from driving brand awareness to setting a solution apart from its competitors.

Although B2B and business-to-consumer (B2C) content share the need for high-quality writing supported by research, they differ in certain aspects. B2B content is typically more focused on data and facts, and the tone tends to be more formal. This is because B2B content targets professionals and decision-makers in highly technical fields, such as high-tech, finance, and law.

Tip 1: Strategy Must Guide Your Content

Good writing serves as the foundation for all B2B content. Even with impeccable grammar and the skills of a Pulitzer Prize-winning author, without a well-researched strategy to guide your content, it would fall short.

The success of B2B content goes beyond the actual writing itself. It relies on the research and strategic direction that underpin it. Content pieces are interconnected and should support one another to create a cohesive whole as no single piece is an island on its own.

Developing a strategy depends on the specific needs of your client. However, it typically involves considering the following factors:

• Who is your target consumer? 
• What sets your solutions apart? 
• What are your specific marketing goals? 
• What resources do you have available? 
• What is your competition doing? 
• What distribution channels with you use?

Tip 2: Listen to Your SMEs

Harnessing the expertise and insights of subject matter experts (SMEs) is a must-do for writers. SMEs provide a wealth of knowledge that can enrich your content and inform your strategies. However, it’s essential to strike a balance between translating their expertise into digestible content and generating your own unique insights.

Mastering the art of the SME interview is key to leveraging their expertise effectively. While it’s impossible to cover every aspect in detail, here are some important considerations:

1. Preparing for the Interview: Conduct thorough research before the interview to familiarize yourself with relevant topics, documentation, and competitors. This research will enable you to craft insightful questions that go beyond basic information readily available through a simple internet search.

2. Share Questions in Advance: Create a list of well-thought-out questions and share them with the SME prior to the interview. This allows them to prepare and provide more in-depth responses during the call.

3. During the Interview: Time is limited during the interview, so minimize distractions and clearly communicate the purpose of the interview. Guide the conversation by asking the prepared questions, actively listening, and taking notes. 

4. Post-Interview Review: After the interview, review your notes and the recording while the details are fresh in your mind. Create a transcript if necessary. If you need additional information or clarifications, don’t hesitate to reach out to the SME for further insights.

Tip 3: Use Your Imagination

Being in tune with your imagination is crucial for creating good content. While you may not be crafting the next Lord of the Rings, utilizing your imagination is still essential. Put yourself in the shoes of your target audience and envision what they truly desire. Who are they specifically? What problems can your solution solve for them?

However, imagination alone is not enough. It must be supported by facts and data. To validate your insights, conduct interviews and surveys. Analyze how your current content is performing and identify which audience segments are most engaged. Additionally, keep an eye on your competition. Observe who they are targeting in terms of tone, language, subject matter, and format. Finally, be open to reassessing your initial insights if they contradict the data.

By combining imaginative thinking with empirical evidence, you can create content that resonates with your target audience, addresses their needs, and drives meaningful engagement.

Good Content With Brighttail

We have discussed three essential elements that form the foundation of effective B2B writing: a robust strategy, leveraging SME expertise, and harnessing the power of imagination.

At Brighttail, we not only incorporate these elements into our work but also go above and beyond writing mere words for our clients. If you would like to explore our B2B writing services and gain further insights, we invite you to visit our website today! Meanwhile, you’re welcome to explore our podcast.