A Business to Business or B2B content writer creates copies for websites that sell services or items to other companies. This differs from a Business to Customer or B2C online writer who develops content intended for shoppers or buyers.
To thrive in this career, you must understand each client’s needs and write to impress their target niche. Furthermore, tone, style, and formatting requirements vary by industry and your employer’s needs. Therefore, you want to discuss a detailed content strategy before committing to any work.
Like any other freelance writing career, you must be keen on instructions. Take time to understand how this kind of writing differs from different types. You must also respect schedules and prepare to go the extra mile to win more projects.
Remember to go through other B2B blogs to grasp the tone, style, and structures, and so on. Aim to write like these top B2B content creators.
So how can you get started as a B2B writer and where do you get gigs that can lead to long-term projects? This post will discuss everything in detail.
In this article;
- How is B2B different from B2C writing
- Type of B2B content
- Is this the right job for you?
- Where to get the Gigs
This post was updated in June 2021
B2B Content Writer Vs. B2C writer: What are the Differences?
One distinguishing feature is that while B2C content focuses on customer emotion, B2B copies seek to convince clients through logic.
Business to Business writing, you persuade a company’s business clients (to use a service) through logic. For instance, if a SaaS client hires you to convince other companies to begin using specific software, you must lay down all the facts demonstrating why adopting the tool is beneficial. Your job is to create blogs, guides, ebooks, emails, and so on- as part of your employer’s content marketing campaign.
On the other hand, Business-to-Consumer writing persuades a business’s customers by targeting their emotions. In essence, you focus on the things that matter to your clients, like whether it fits, it’s pocket-friendly, or their partner will love it.
For B2B, you must also be willing to do in-depth research and explore new topics. Understand specific client’s needs and write to impress their target niche. Remember, tone, style, and formatting requirements vary by industry and employer’s needs.
B2B vs. B2C: The Underlying Differences
A Business-to-Business or B2B content writer creates copies for websites that sell services or items to other companies.
B2B content requires accuracy and next-level time-consciousness because some marketing content is time-sensitive. For instance, delaying an email marketing campaign for a limited-time offer can cause operational hiccups and waste resources.
Below are some of the fundamental differences a B2B content writer must understand to master the art of writing in this niche.
a) Business to customer Writing Rules
Follow these rules to create Business-to-Customer content that addresses your client’s shoppers directly.
- Write to persuade a client through their emotion
- Use stories that customers can relate with
- Focus on a small buying audience
- Follow trends, preferences, and fashion
b) Business to business writing Rules
Follow these instructions to create Business-to-Business content that addresses your client’s business customers directly.
- Write to persuade a client through logic
- Use storytelling sparingly
- Write to address a large group
- Familiarize with complex services or products
c) Your Task a B2B content writer
A B2B writer creates copies for companies that sell services or items to other companies. Your employer may request you to produce different content types based on their ongoing or approaching campaign.
A competent B2B content writer should master how to produce virtually all types of copies, including;
- Articles
- Blog posts
- Emails
- Speeches
- Ghostwriting
- Press releases
- Whitepapers
- Ebooks
- Infographics
- Research
- Case Studies
- Social media ads
- Copywriting
- Product descriptions
- Newsletters
While it’s okay to focus on what fits your interests and know-how, familiarizing yourself with all these pieces means more jobs come your way.
All the above copies are part of a website’s marketing content and must be produced per your employer’s instructions.
Is a B2B Content Writer the Right Job for You?
Freelance jobs seem like an easy way to make money until you try applying for some of these gigs and realize you must dedicate more time to honing your skills. Again, depending on your know-how, you might find that some jobs are too technical.
Also, are you ready to work from home? Can you plan your schedule and see to it that projects finish in good time? What about your typing skills; have you practiced enough? Do you have the resources you need (a laptop, strong internet connection, guidebooks, etc.)?
Remember, availability is vital because clients can add extra information or request a correction.
You must also be willing to do in-depth research and explore new topics. Understand specific client’s needs and write to impress their target niche.
Remember, tone, style, and formatting requirements vary by industry and your employer’s needs. Therefore, you want to discuss a detailed content strategy before committing to any work.
Putting all these pieces in place is a tiresome process. With that in mind, do you have what it takes to start a career in this niche?
What it Takes to Be a B2B Content Writer
Like any other freelance writing project, B2B work must be done per the client’s instruction. Take time to understand how this kind of writing differs from different types. Moreover, read all the instructions thoroughly before committing to a project.
You must also respect schedules and prepare to go the extra mile to win more projects.
1. A knack for learning new products
You can only market a product that you understand! Before anything, be ready to learn about new products. A knack for mastering new products ensures you produce factual data that can benefit your client’s audience.
B2B content must be accurate. Focus on persuading clients through logic instead of luring them to use the product. Misunderstanding whatever you stand for can lead to shallow or misleading content.
2. Strong brand representation skills
The best B2B content creators write like they are part of the brands they represent. After understanding what a brand is all about, you must pass the information accurately and in the right tone
Don’t sound like you’re just a freelancer hired to creating content about a product you know little about. Show the reader you believe in whatever you represent without exaggerating matters.
3. A Dedicated Researcher
Compelling B2B content must include stats and facts, which you must search and add throughout the piece.
This calls for patience and excellent internet browsing skills. Do you know where to get the information you need? Remember, you want to use sources that your audience is familiar with and trust.
Citing trusted sources leads to well-researched work that the target group will resonate with. That’s not all, you can also do systematic research to identify and learn any new trends in B2B writing. This can help you create content that matches your client’s competitor.
4. Be original
Never “copy and paste” another work because you need to create and submit content as fast as possible.
Originality is critical when writing for B2B. Your client wants to own all the rights to the content you produce. Prepare to create original content that demonstrates concern for your customer’s needs.
Sharing copied work taints your name because curious web trotters search for info everywhere. Just be sure whatever you offer clients adds value to their lives.
5. Be a time-keeper
Timely delivery is mandatory for all freelance work, but B2B content requires next-level time-consciousness because some marketing content is time-sensitive. For instance, delaying an email marketing campaign for a limited-time offer can cause operational hiccups and waste resources.
Working at home can be challenging, more so for new freelancers. You want to learn your most productive working hours and plan appropriately to get the perfect work-life balance.
6. Proper client-freelancer relationships
Availability is critical because clients can add extra information in a project’s course or request a correction after submission. Some projects require detailed guidance, which calls for to-and-fro communication.
Remember, your client dictates the tone, style, and formatting based on their needs. Therefore, you want to maintain proper client-freelancer communication lest you miss out on crucial instruction.
Invest in remote devices to carry around so that you catch up with your client’s latest instruction.
7. Add value to your client’s content
The content you generate should add value to your clients’ copies. Furthermore, focus on producing reader-friendly documents using jargon that your target group understands. Still, it must be sound professional and meet industry standards.
Do systematic research to identify and learn any new trends in B2B writing. This can help you create content that matches your client’s competitor.
Where to find B2B Content Writer Gigs
A Business-to-Business or B2B content writer creates copies for websites that sell services or items to other companies. This career differs from Business to Customer or B2C writing, where you develop content to be consumed by buyers or shoppers.
To get started, you must register with an online freelance platform like Bunny Studio. But it would be best if you were also prepared to ace a series of tests before being accepted as an expert copywriter.
Be part of the team to enjoy the many entry-level jobs clients post on Bunny. Start small and work your way to the top. Beginning remote allows you to develop B2B content skills before advancing to a professional writer.
Tip: Do intensive research and practice creating B2B content before signing up with a freelance website because you don’t want to dive in without any clue. Preparing upfront also gets you ready to tackle any tests you meet. Remember, some clients will still request a free test article to gauge your knowledge versus what they want.
