Text for B2B business: what is the difference from B2C and how to write business content

How do texts for business differ from texts for consumers? What is business content? How to write texts for business?

B2B stands for business to business: companies offer goods and services to companies. Although the target audience may be the largest corporations, the decision is made by individuals: managers, administrators, secretaries. These are the same people as ordinary consumers, but with different criteria, priorities, and level of responsibility. Therefore, the authors of business texts are either specialists in a niche or copywriters who can select and analyze information and at the same time convey it in the language of the client’s benefits.

The types of content for B2B business are no less diverse than B2C texts:

• posts on blogs and social networks;
• presentations, commercial offers;
• text for a corporate site;
• printed publications: brochures, newspapers, magazines;
• articles and news in online publications and media;
• mailing in messengers, SMS and e-mail;
• guides and instructions;
• FAQ;
• scripts for managers and call center;
• project cases and problem solving

To understand how to write business texts for B2B, it is important to determine their purpose. This can be the formation of an image, the growth of recognition, the demonstration of expertise, the sale itself, etc. This can be done as part of creating a content marketing strategy in a company.

Texts for B2B business and for consumers: what are the differences

The decision to cooperate is made by a group of people. A link to a site or article does not immediately go to the head, who has the final word (DM). First, an assistant, secretary or specialist in the field looks for a suitable offer. The collected options are transferred to the manager, who, possibly, weeds out a part. Sometimes the chain is continued by the following links.

The Copywriter needs to create texts that “outrun” competitors and are liked by people of different statuses and specializations, with possibly different priorities. For example, economy is important to one leader, prestige to another, and speed to a third.

The average check in b2b is higher than in b2c, multi-million contracts are not uncommon here. As a rule, the larger the amount, the more detailed the texts, the more detailed materials are needed.

It is also necessary to work out the following motives:

It is important to take into account possible objections even before the buyer sees the offer.

How to write business texts: set a goal and define an audience

Who will read articles for business, whom should they attract? How will the text get into the hands of these people? What should be the result – conversion: clicking on a link, requesting a quotation, consultation, purchase? In texts for business, a clear goal is more important than anywhere else.

What does the client need? What questions and objections does he have? What are the advantages of the offered goods or services? The reader must find answers to his questions and objections. Sales managers and technical support can talk about frequent customer doubts. It is also useful to study the communities where the target audience communicates.

Start from the problems and tasks of enterprises. Just don’t focus on their description: the client already knows about the difficulties and possible consequences, he needs a solution.

Copywriters who are inexperienced in texts for B2B business fall into a trap typical of teleshops of the past decades: they themselves came up with problems – they themselves provided a solution. Don’t fantasize.

Effective texts for business = facts + emotions

Approximate data, vague definitions, generalities will not inspire confidence. Numerous cases confirm that entrepreneurs need accurate numbers and a clear algorithm of actions. Use statistics to visually demonstrate changes in customers after purchasing a product or service.

If a copywriter is not connected with the area for which he writes, there is a high probability of errors in the text. Therefore, the right decision would be to involve an expert: an employee of the company or a third party. Experts communicate on specialized forums or on platforms like PressFeed. Experts will comment on your topic for free in exchange for mentioning them in the article and/or a link.

Business is a soulless mechanism, but people run it. Therefore, the impact on emotions will be relevant in business content as well. Demonstrate that you understand the problems of employees and management. If the hit is accurate, it is not difficult to sell a product or service.

But be careful with emotions! It is worth transferring, and the text will look frivolous. Unfortunately, this technique is rarely used, but such a move will demonstrate confidence in your own product and strength. The company is so cool that it allows itself to be informal in texts.

Language and text structure for business

Like any content, text for business begins with a headline – intriguing and revealing content. In this case, the supply is different:

• specific: “10 steps to promote your blog”;
• Role model: “How Yandex became a leading IT company”;
• secret secret: “Do it and be the best.”

In an article for business, it is important to keep the language that is present in the title. People respond not only to the meaning of the content, but also to the presentation. If you start out fervently (for example, “Do it and be the best”), and then move on to the official style and dry numbers, this will be a deceit of expectations. The reader will not understand what is happening and will be skeptical of the company.

Speak in a natural language for those who work in a niche, that is, use professionalism when appropriate. Do not unnecessarily simplify and reveal basic concepts: the reader will decide that the article is for beginners and will go looking for material for pros in this business. Basic concepts and possible questions for beginners can be reflected in the FAQ.

As elsewhere, in texts for B2B business, you do not need to overload the syntax: it is better to break a complex thought into several sentences. Brevity is the sister of talent, and time is money. Your reader has a lot of tasks, he is constantly distracted by clients and subordinates, he does not want to reread sentences several times.

A good structure also saves time: subheadings and lists in the text for B2B will help to reveal different aspects: your advantages, features of the conditions, possible objections and answers to them. If everything is done correctly, the reader will only need one glance at the text to find the answer to his question.

Why do copywriters want to work with texts for B2B business

The main reasons why copywriters write texts for companies are prestige and high pay. Due to serious criteria and the specificity of each niche, competition among authors is much lower than, for example, in the segment of “everyday” topics. There are many chances for long-term cooperation here: entrepreneurs are comfortable working with an author who is already familiar with the specifics of the niche and the company.

Do you understand any field, are you ready to learn and know how to write useful articles for business and the end consumer? That way!

Why Copywriters Can’t Handle Texts for B2B Business

1. Lack of fact-checking
Unverified information is a sure path to deception, albeit involuntary. An error in the facts will demonstrate that the company does not know the product or approaches work irresponsibly. A specialist in an adjacent niche responsible for purchasing will detect an inaccuracy sooner than a consumer.

2. Misunderstanding of the industry
If there is no understanding of business, the article will turn out to be contradictory, unreliable, superficial. An author who is not familiar with the pains of the audience, who does not understand the specifics, will not be able to separate the main from the secondary, but will limit himself to clichés like “high quality”, “low prices”.

3. Poor presentation
Water, lack of logic and structure, inappropriate comparisons and emotional descriptions instead of facts… An ordinary consumer can look at this through his fingers, and such vagueness will repel the reader responsible for a large-scale wholesale purchase, he does not want to take risks and waste time collecting the necessary information bit by bit.

Are you an author or an expert in a particular niche? We invite authors to cooperate with our agency.

Do you need high-quality content for your business, but don’t want to search for authors on your own, set tasks for them, and check every step? Order the Content Marketing service at Exiterra!