7 Tips for Writing Web-Friendly B2B Content

A successful B2B content marketing strategy not only drives traffic to your website, it also establishes credibility, which then can help you generate new leads or potential clients.

When you are dealing with a content marketing strategy that targets a B2B audience, there are a few important factors to consider so that your content is effective and valuable.

1.Adjust Your Format for the Web.

Online users read content a bit differently than they would a traditional form of print media. Online readers expect to be able to skim and scan a piece of content easily to gain the knowledge they are looking for.

You can help B2B audiences find what they need with a few key changes:

  • Include an Introduction: Include a brief introduction to give your B2B reader a clear and concise idea of what they will find in your content.
  • Use Shorter Paragraphs: Use shorter paragraphs with fewer sentences so that your content is easy to scan and skim.
  • Use Subheadings: Use subheadings within your content to easily separate specific ideas and topics.
  • Use Bullets/Numbering: Use listing formatting such as bullets or numbering within your content to ensure certain ideas such as tips, requirements, or other forms of lists easily accessible.
  • Include a Summary/Conclusion: At the end of your content, provide a summary of the most important points.

2.Know Your Audience.

When writing for any audience, specifically a B2B audience, it is essential to not only be aware of your target audience, but also to truly understand their interests, levels of knowledge, problems they face, and their roles at work.

Knowing your B2B audience will help you decide what content topics to explore and how to approach them. People who have certain job titles or roles in a particular industry face common problems and issues you can address in your content.

Go a step further and develop personas of your B2B readers to truly gain an understanding of your audience.

3.Build Trust by Being Useful.

To build trust with your B2B audience, you should provide information that is truly valuable and useful. You should be generous by providing expert knowledge, including industry trends, industry news, and problem solving techniques.

By providing this information, you can establish trust and credibility with your readers. Don’t forget to include your contact details within your material so your audience can follow up with you if they want.

4.Include Your Personality and Your Voice.

When writing content online for a B2B audience, your tone should be professional and informational, but you still must include the human factor. Although you want to provide accurate information, this should not scare you away from being creative.

Incorporating your personality, interests, and voice in your content can help you develop a distinctive writing style that readers anticipate because it not only provides the information they need, but it also is enjoyable to read.

5.Include More than Just Text.

You should include more than just text in your content. Multimedia, including photos, diagrams, infographics, videos, or even a humorous GIF, can make your content more interesting and useful.

When speaking to a B2B audience, you may come across technical topics that are easier to explain by using a visual representation of information, in addition to text.

6.Make Your Content Easy to Share.

If you are providing truly beneficial, interesting, and useful content to your B2B audience, they may want to share it with their friends or colleagues. Make sure your content is easy to share via social media channels. If your readers are sharing your content, it will help you further establish your credibility as an expert on the subject matter.

7.Edit, Spell-Check, and Proofread.

Editing, spell-checking, and proofreading seems like an obvious to-do when writing content, but it often can be overlooked. Make sure you proofread and spell-check your content for grammar errors or misspellings. If your content has errors throughout, this can work against helping you establish credibility and trust with your readers.

When you are writing for a B2B audience, you should write concisely and ensure that your material is easy to scan, accurate, and informational, yet still interesting. Specifically target your content to your particular B2B audience so that these readers see the value in spending time reading your content and see you as a go-to source for the subject matter.

This article, 7 Tips for Writing Web-Friendly B2B Content, was originally published by B2B Writing Success.

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Published: May 5, 2016

1 Response to “7 Tips for Writing Web-Friendly B2B Content”

  1. Great article with tons of useful tips for when I launch my website for my Internet Research business.

    Thomas ArillottaMay 5, 2016 at 2:54 pm


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