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Writing for a B2B Audience: 5 Things to Know Before Building Content

Writing for a B2B Audience_ 5 Things to Know Before Building Content

There’s a thin line between writing content for your B2B audience and tailoring messages for a specific B2B audience segment.

Content marketers who don’t understand these nuances end up creating content that goes unnoticed and unread. As a result, their ROI plummets and they give up.

There’s a world of difference between B2C and B2B audience when it comes to presentation, targeting, tone, and style of writing.


Therefore, content marketers should consider the following aspects while creating content for the B2B audience.


B2B Audiences are Driven by Pain Points

Unlike B2C audiences, B2B prospects are not driven by impulse and they are usually the decision makers. They’re more focused on benefits rather than cool quotients.


Regardless of their educational profile, personal preferences, and demographics, B2B audiences share a common trait while making their purchasing decisions — the pain points. Nothing else drives their buying decisions quite as much.

Recommend Reading: Why You Need To Optimize Your Content For Success


B2B Audiences are Hard-nosed

B2B audiences are hard-nosed and they focus on the core message more than the corporate speak.


Unlike B2C audiences whom you can heavily influence through humor, fun, and creativity, B2B audiences only see the intrinsic value of your message. They’re harder to win.


B2B Audiences are Hard to Reach

Reaching B2B audiences is harder. Contrary to B2C audiences, they don’t hang out at Facebook, Instagram or Snapchat most of the time. Therefore, choosing the social channels is critical in B2B content marketing.


B2B audiences are hard-pressed for time and choose only specific channels for professional networking. LinkedIn, for example, is often considered an ideal marketing channel for B2B audiences.

Recommended Reading: How to Determine the Best Marketing Channel for Your SMB: An SMB Marketing Guide


B2B Audiences Follow Due Diligence

Due to the very nature of B2B products, the purchasing decision is usually time-consuming, taken by several stakeholders. The process of comparison and due diligence usually delay the buying considerations.


This stands in sharp contrasts to B2C marketing scenarios where the purchasing decisions are often influenced by emotions, hype, and impulse among other emotional factors.

Understanding of these underlying factors is the guiding star to crafting B2B messages.

Keeping the unique buying behaviors of B2B audiences, here are some ways to tailor your messages and write content that resonates with your niche B2B audiences.

Recommended Reading: Selling Saas Software to Enterprise: Challenges, Benefits and Best Practices


Stress on Pain Points and Show the Cure

It’s no secrets that B2B consumers are motivated by pain points. If you can establish what afflicts your niche audiences, you’re in a strong position to make an impact on them.


Simply incorporate your answers or solutions into your copy and follow B2B best practices to produce a compelling message.

Avoid hyperbole and be specific about the benefits you offer. For example, instead of “we have tons of happy customers”, simply say, “our customers boosted their conversions by 130%.”

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Show Them Your USPs

Nothing drives the purchasing considerations of B2B audiences quite like the “benefits”. Unlike the B2C audience, they don’t get swayed by an emotional appeal or glib talk.

In other words, B2B audiences value your unique selling proposition — the one which can help them boost their ROI and profits.


Therefore, you should state the benefits as clearly as possible to win them over. Consider what makes your customers happy and sets you apart from the competition. What’s that one thing your team is mighty proud of about your product and organization as a whole?

Let those USPs guide your copy and grab the eyeballs of your B2B audiences.


B2B Audiences are Time-Poor, Keep it Simple and Easy

Let’s face it — B2B audiences are hard-pressed for time, which makes it unlikely for them to wade through reams of corporate talk in your content.

Instead, just keep it simple and let them know what’s in it for them real quick.

Proofread your content and rewrite paragraphs for brevity and impact, keeping your audience at the forefront.

If your content is valuable enough for them, it’ll stick.


Learn How Your Audiences Speak

B2B content marketing best practices mean you shouldn’t overuse jargon in your message; nor should you skip the language used by your prospects.

While being verbose will discourage your audience from engaging with your content, being too bland won’t attract any attention from them either.


The key here is to understand the language of your prospects — the words and phrases used by your audience and incorporate them into your content.

This will not only improve readability of your content but help it rank higher in Google Search as well.

Recommended Reading: 7 Ways You Can Impact Your Message with Better Language


Leverage Customer Data on Content Analytics

It’s 2018 and smart content marketers are living out of Artificial Intelligence already.

From keyword research to publishing on social media, there’s an AI platform that is designed to help you drive your campaign forward. A lot of companies are already using AI tools to improve customer experience.


If you want to improve the audience experience on your content, you need to explore their reading habits from the past, and establish patterns and build the next content based on your stats. Alternatively, you can simply embrace AI platforms to automate this process.

Either way, leveraging customer analytics data is a great way to ensure your B2B audiences get exactly what they are looking.

Recommended Reading: Why You Need Artificial Intelligence For Data Analysis


Final Thoughts

Knowing your audience and understanding their pain points are the crucial first step in B2B content marketing. Creating content without considering the pressing issues of your audience means letting your sales funnel suffer. B2B content marketing is an art of educating and nurturing audience who will turn your brand advocate in the long run. The better you understand their language, the closer you get to win them over. 

Published on April 7, 2018