Writing for the Web: What B2B Marketers Should Know

Advanced technology and the rise in popularity of social media has opened the door for B2B writers like never before. We are provided with what seems like limitless amounts of opportunity for research, information sharing, and content distribution when writing for the web. This has provided B2B marketers with a virtual megaphone to reach thousands of potential buyers (sales leads) and an audience of readers with the touch of a computer key.

There is no doubt that the task of B2B content development and writing for the web brings its own set of unique challenges. More than simply telling a story, the goal of B2B writing is to convert readers into leads, deliver usable information, and provide a realistic solution for the need.

With that being said, your B2B web content does not have to act as a sleep aid. If web content is not attention-grabbing and relevant, it will serve no purpose other than taking up space (and lulling readers into dreamland). Most companies do not have the time to waste in putting out content just for the sake of it; in order to successfully write for the web, there are some thing B2B marketers should know.

What Does Good B2B Writing Look Like?

  • B2B writing for the web is short and snappy: Stick with 3-4 sentences per paragraph and remember that white space is a good thing. Ideas should be packed into small bits of relevant information. Short bursts of relevant information are best.
  • B2B writing for the web is linked: This is one way to show you have researched and are providing credible sources for your content, as well as lend credibility to fellow experts.
  • B2B writing for the web is bulleted: Break up text with bullets to create some variety in your layout. Content should be easy to scan and quick to glance over; you are writing to busy people with busy schedules. This is not a novel.
  • B2B writing for the web is fun to read: Use graphs, statistics, videos, and infographics. Combine lists with solutions to your audiences’ issues. Make use of “5 ways” or “3 steps”.
  • B2B writing for the web uses keywords and subheadings: Bold, catchy headings and searchable keywords mean the difference between your audience finding your content and finding your competitors’ content.
  • B2B writing for the web is relevant: If the content of your writing is not relevant or shareable, it is destined for an empty, unreadable space somewhere in a lost web universe.

What to Do After You Write Your Content

  • Read and re-read what you put together: If content is too long, chop it up and put it into list form. Check for grammatical and spelling errors. Narrow it down to the target audience and the present need.
  • Share on social media: If85% of B2B buyers believe companies should share information through social network channels, that means potential buyers are connected and looking for more than just social interaction through outlets like LinkedIn, Facebook, YouTube, and Twitter.
  • Employ other avenues of sharing: Find other avenues in order to convey your message, including white papers and breaking up content into smaller chunks for email news.

Whether you utilize in-house writers or outsource for content, every B2B marketer needs to know the best way to write and the best way to deploy the information. With the end goal being to draw readers in and convert those readers to customers, B2B writing must be different and focused. The web content you develop must be relevant, chunky, designed to be scanned, and solution-focused. If it is not interesting, it will also not be read (though it may be prove to be helpful for naptime).

What about you? What tips do you have for creating awesome content when it comes to B2B writing for the web?


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About the Author: Jessica Simmons

Jessica manages content at LeadsPanda. When she is not improving content, Jessica enjoys spending time with family, friends and hiking with her dogs.

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