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To be an effective business-to-business (B2B) content writer, you need to focus on engaging a business audience, particularly decision-makers at businesses; this is in contrast to B2C content writing, which focuses on reaching customers directly.
Essentially, the goal is to provide valuable information that demonstrates how a product or service can solve a business’s specific challenges.
Writing B2B content is about building trust by presenting stakeholders with high-quality content that should ultimately drive conversions.
Here is a list of best practices that will fine-tune your B2B content.
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You want to understand the ideal customer and their buyer persona. You should identify their:
Once you have built a customer profile, you’ll be able to focus on how your product can help solve the business’s problems (customer pain points).
Essentially, you want to show the business that you can make their life easier — and that your product or service is the absolute best way to do so.
So, how do you demonstrate that your B2B product or service is the best pick?
Don’t start by listing your product’s features.
Instead, explain how the product or service will meet the customer’s needs. Tailor your message to specific problems or issues they are looking to solve.
It’s important to give examples by showing real-world results.
This is where case studies or testimonials come into play. You’ll want to demonstrate how the product or service helped other businesses succeed.
You want to keep your copy simple and use plain language. Don’t include:
Why? Your readers may not be familiar with them, which could deter them from reading your content and result in them checking out a competitor’s product instead.
The exception with B2B content writing is technical language.
When your audience is B2B, using technical language to effectively describe a product or service may be required. Just don’t overdo it. Incorporate technical terms naturally.
Clear, concise language is easier to understand and more engaging.
Ensure you write in a conversational manner (even if your copy contains a few technical terms).
Think in terms of how you would explain the product or service to a friend. You want to write as if you were speaking to the reader one-on-one.
Additionally, always use an active voice. It will make your writing direct and engaging.
Finally, make the content readable by breaking up text using bullet points, subheadlines and short paragraphs, and reviewing the copy with a readability checker.
Highlight the human element of your company, from describing company values or a founding story to case studies.
After all, in 2025, the rise of AI content means that highlighting this human aspect can make your brand stand out.
When drafting B2B copy, make the customer the hero in the story.
Talk about the customer journey and how the product or service will help them overcome their challenges and achieve success.
Make it clear how the customer’s goals will be met.
You are the expert in your field. It’s important that you maintain a professional and authoritative tone. Stress your brand or founder’s industry expertise.
Ensure any claim you’ve made is reinforced with data and statistics. Once again, use testimonials and case studies.
Then, make sure your copy is free of typos and poor grammar. Proofread and then proofread it again. Check for any grammatical or factual errors that could tarnish your credibility.
Don’t forget to review the copy for plagiarism or AI content as well. In 2025, it’s essential to maintain transparency with your B2B content marketing.
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A call to action (CTA) is imperative in B2B content. Having the customer respond to your copy is the goal.
You need to guide them into taking the action that you want. That action could be:
Use strong action words to create a sense of urgency. You want them to act immediately.
For instance, instead of writing 'Contact sales team’ for your CTA, use wording like 'Schedule a consultation today!'
One similarity across both B2B and B2C content writing is that you want the customer to find your content.
So, if you’re writing for the web, it’s imperative that you use search engine optimization (SEO) best practices.
To check that your copy is properly optimized, use the Originality.ai Content Optimizer.
Your content’s success goes beyond click-throughs; it ultimately depends on engagement and conversions.
Review content marketing metrics and analyze what is (and what isn’t) working. Be prepared to make adjustments if needed.
You may want to do A/B testing to fine-tune what is working. To do this, use different headlines and calls to action. Change your messaging to optimize the copy’s effectiveness.
Essentially, when you write B2B content, you should write with a clear and concise goal. You want to elicit an action on the part of the reader.
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