10 Tips For Writing Compelling B2B Marketing Content
As a business, you may feel that you can’t create B2B marketing that’s as ‘fun’ as your B2C content. It’s true that you may need to be more serious about the content you create for the B2B market, but it doesn’t mean that it can’t be compelling. In fact, the more compelling it is, the more successful it will be! Here’s 10 tips that will help you create the best content possibl
1. Watch your tone
You may be writing for other businesses, but that doesn’t mean your tone should be dry and businesslike. In fact, it can be really dull if you do that, and turn your readers off. What you should do is aim for a tone that’s more friendly. Imagine you’ve taken the reader for a coffee, and you’re chatting in the coffee shop. That will help you create a tone that’s much more lively and interesting.
2. Cut to the chase
Think of all the viral content you’ve ever seen over the years. It’s likely that none of it was overly wordy, or made you work to get to the central idea of the post. The same should go for your marketing. Get to the point quickly in your piece, and tell the reader what you’re about. They’ll most likely be very busy, so don’t make them work to find out what you’re saying.
3. Don’t just talk about your business
You’re selling a product, so writing about other topics doesn’t seem like it makes sense. However, there will be related topics that your readers will be interested in. If you sell IT software for example, your readers may also be interested in customer service. It helps break up your posts, and show that you’re not just trying to push your products on the reader.
4. Work to understand your reader
‘If you don’t know your reader, you can’t write for them’ says Top Canadian Writers writer Stephen Jones. ‘You need to get into their head and work out what they want from you. Do your research, and write your copy with a mind to give them what they need from you.’
5. Laser target your copy
If you try and target the widest market, you’ll be diluting down your copy and it won’t really appeal to anyone. The better thing to do is target it directly at a certain audience. Are you looking to talk to management, department heads, division heads? Work out your audience and go from there.
6. Make sure you’re writing unique copy
There’s millions of blogs alone out there, and you want to get noticed. It sounds like an impossible task. It is difficult, but it is achievable. The best way to go about it is to write copy that’s unique, and gives the reader something they can’t get anywhere else. The more you do this, the more readers you’ll be able to acquire.
7. Make your content easy to find
It’s no good writing excellent content if no one can find it. You’ve got to ensure that you’re posting it in the right place. Do your customers look to your website for information, or do they go to social media? Work out where they’re looking for you, and post there. As well as this, remember to use your SEO skills. Make it easier for new readers to find you when they’re searching online.
8. Proofread your copy every time
No matter what you’re writing, proofreading is essential to good marketing. Many a company has come undone because they didn’t think about checking their writing before publishing their work. To avoid this happening to you, check your writing carefully for any errors that slipped by you. If you can’t do it yourself, Best Australian Writers and other proofreading services can help.
9. Avoid ‘weasel words’
If you’re going to make a promise, make that promise properly. Many copywriters use ‘weasel words’ to make promises that aren’t as great as they seem. For example, they may say ‘This shampoo will fight hair loss!’ The shampoo won’t fix the hair loss, and the use of ‘fights’ means it may not win. Avoid these in your own writing.
10. Don’t forget your CTA
As with anything in life, you’ve got to ask in order to get. Your Call To Action is how you’ll ask your reader to do business with you, so make sure you don’t forget it. It doesn’t need to be a simple ‘Click Now’ either. Try using ‘Start your free trial now’ or ‘See how it works’ to get readers started with you.
These 10 tips will help you create much more compelling copy that will sell your product. Put them to use when you’re writing, and you’ll be amazed at the difference they will make. It’s easy to write good copy when you know how.
A big Thank you to Jennifer Scott for her contribution… we hope useful and interesting for everyone searching for support and precious marketing tips!