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out of date.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

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

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

    •        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

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.