10 ways to improve your B2B writing and drive results

By Rachel Henry | Updated June 2023

The written word has power. Even in today’s micro-attention span world, B2B content marketing assets like research reports and ebooks are outperforming video content. This is why learning how to produce compelling B2B writing is a critical skill for every marketer to master.

Yes, you read that right. B2B marketers surveyed for the Content Marketing Institute’s 2023 annual insights report said research reports and white papers produced the best results for their companies (46% and 43% respectively), compared to video of any length (36%).

Attention is currency, and you need it to earn it before you can forge a strong bond with your audience — the kind of bond that’s required to build trust and drive sales. Honing expert-level B2B copy and content writing skills can help you do exactly that. 

In this guide to B2B writing, we’ll explore:

• What B2B writing is and how it differs from B2C writing

• The benefits of strong copy and content writing 

• Common types of B2B writing, plus examples

• 10 tips to improve your B2B writing 

B2B vs. B2C writing

As a writer, you should never make assumptions about what your audience knows. In that spirit, here’s a quick breakdown of B2B vs. B2C writing.

B2B writing is intended for business audiences, while B2C writing is intended for consumer audiences. However, the distinction isn’t quite that simple. 

Expert B2B writers understand that even when you’re writing for a business, you’re still actually writing for a human reader. This means your writing should evoke emotion. It can even — dare we say it — be fun to read.

B2B writing should also help your brand build credibility. So, show off your smarts! This doesn’t mean burying your readers in jargon (we’ll talk about that later), but it does mean infusing your prose with your company’s unique perspective on your industry. This way, your content won’t just sound like everyone else’s on the internet.

In contrast to B2B writers, B2C writers generally aren’t tasked with explaining complex subject matter in a compelling way. But it’s not all sunshine and rainbows on the B2C side of the fence. B2C writing has its own challenges, often including the need to create mass-market appeal for a product and encourage purchasing decisions as part of a much shorter sales cycle.

How copy and content writing drive marketing success

It takes time to show potential B2B buyers why your offerings are the best choice for them. Keeping their interest long enough to make your case is vital. 

Begin by letting them see that you understand their needs. Actively invest in and nurture your relationship with them by proving that your company is transparent and trustworthy. 

Excellent B2B writing accomplishes all of the above. It also helps captivate your audience with valuable and knowledgeable information that conveys your company is more than a faceless corporation. Remember, we’re doing business with other humans!

While masterful and persuasive copy and content writing skills don’t come naturally to everyone, it’s worth building your company’s bench strength in this area. B2B writing is a critical component of your marketing strategy, and it’s foundational to building brand affinity. 

The time and effort you put into your B2B copywriting should generate leads. A compelling, conversational writing style is as much an art as it is a science, but improving your writing doesn’t have to make you want to throw your laptop out the window. But first, you have to decide which types of content make sense for your company to create.

Common types of B2B writing, plus examples 

1. Customer stories that drive sales

Customer stories (or case studies) are fantastic sales enablement tools. These long-form written content assets share powerful social proof. They tell engaging narratives about real customers who overcame similar obstacles to the ones your audience is facing – using your B2B company’s solution. 

Over two thirds of B2B marketers surveyed for the Content Marketing Institute’s 2023 report used case studies in the past 12 months, and they were among the top three content assets used (out of 13 different types). The leading brands we work with at Scribe National use them, too. 

Why? Marketing trends are ever-changing, but the foundations are the foundations for a reason. Going back to the basics and sticking to tactics like sharing the results your company helps your customers achieve can never steer you wrong. 

Here’s an example of a story we wrote for our client to share the success they helped their customer achieve.

Tip: Choosing the right use case to highlight and the right customer to interview is critical. So, collaborate with your team to identify a few customers who had an interesting or tricky challenge to solve, as well as a great experience with your company that they’d be willing to share and have published. This last part is key!

2. White papers that build thought leadership

You may have heard white papers referred to as research reports, guides or ebooks. While there are slight nuances, these are all usually middle-of-funnel assets for problem and solution-aware buyers who are gathering information and exploring their options. 

This kind of content typically covers complex topics, is comprehensive and is actionable. It delves deeper into your B2B company’s area of expertise than a blog post. The aim here is to build credibility and help your audience learn or solve a problem. 

Here’s an example of a white paper we wrote for a client to share original data insights and deliver value to their audience.

To get more bandwidth from your white papers, use them to generate leads for your email marketing database by making them available on your website through a download form. This is also known as a lead magnet or gated content. 

Yes, there is a debate about gated content in the marketing industry. Some companies prefer not to gate these assets, and that’s a discussion to have with your marketing team to see which approach aligns with your philosophy and goals.

Another bonus to publishing white papers? You can also repurpose content from these assets for future social media posts, infographics, blog posts, videos, emails, etc. 

Tip: When creating white papers, be sure to conduct subject matter expert (SME) interviews rather than relying solely on desk research. This is how you produce a truly original piece of content that furthers your company’s reputation as a thought leader. 

3. Blog posts that generate high-intent traffic

You’ve likely begun to hear about how artificial intelligence will change the face of organic search. Let us be clear: organic search is not dead. Leading B2B brands are still investing heavily – but strategically – in blog posts in 2023.  

How are they approaching blog posts? With a strong focus on competitive research and keyword research. And by using SME interviews and other strategies like pillar posts to craft high-quality content that can rise above the deluge of mediocre content online today. 

Here’s an example of a pillar-style blog post we wrote for a client who wanted to link several high-value resources together for readers, while showcasing their product.

Properly optimized blog posts will drive traffic to your website, beginning the process of relationship building with your audience as you provide valuable and useful information to them that they can trust. As part of the optimization process, don’t forget to update old blog posts! It’s not all about creating new content. 

Tip: Using a keyword research tool like Semrush can provide you with rich organic search insights so you can make the most of your blogging efforts, as well as working with a seasoned writer who can interview your SMEs and craft original content. 

Now that we’ve covered three popular (and powerful) types of B2B content, let’s walk through 10 tips to nail your B2B content writing. 

10 tips to crush your B2B writing

Whether you’re a marketer overseeing a team of copy or content writers, or a business owner looking to improve your own writing chops, you can enhance your B2B writing with these tips.

1. Write in an active voice

The tone of your writing is largely shaped by sentence structure. An active voice has a direct, clear tone, and commands the reader’s attention. In technical terms, the sentence’s subject performs the action in the active voice.

For example, active voice sounds like: The woman walks the dog. 

In a passive voice, the sentence reads: The dog is being walked by the woman. 

Your audience is less likely to get lost in or bored by your B2B content writing when you stick to the active voice.

2. Use varied sentence lengths

Sentences of different lengths can keep your readers on their toes and engaged with what you have to say. Rather than lulling your audience into a mid-afternoon nap with bland and predictable structure, varied sentences have an upbeat and interesting rhythm and cadence.

Here’s an example of a paragraph with similar sentence lengths:

“The Smith family visited Canada last summer and wanted to find Indigenous art souvenirs. In several stores, they saw a few beautiful soapstone carvings. However, they couldn't find a dealer selling any of the woven wall hangings they wanted. The family was disappointed when they left the country empty-handed.”

Here’s the paragraph revised for varied sentence lengths:

“The Smith family spent last summer exploring Canada. One of their goals for the trip was to find Indigenous art souvenirs like wall hangings for their home office. They saw beautiful soapstone carvings as they perused local shops. Still, they were disappointed to learn that wall hangings, which they had their hearts set on, were in short supply. They went home empty-handed.”

The second example is more interesting and tells a story propelled by varied sentence lengths.

3. Keep paragraphs short

A wall of text is daunting for most readers, and can actually discourage them from understanding your B2B writing. Short paragraphs create white space, which is more inviting and makes your copy easier to read. Try to keep your paragraphs no more than 100 words, and break them up with eye catching headers. 

A good example of this is from the martech brand HubSpot. The company keeps its product and service descriptions brief, and lays out its blog posts in digestible sections so readers can find what they’re looking for quickly.

4. Speak directly to your reader 

Hey, you! Yes, you! Using customer-centric wording in your B2B writing is essential. Connect with your audience by talking to them like a friend, which builds relatability and trust. Fostering this connection is especially important when you discuss pain points, helping to assure readers you understand their problems.

The messaging software brand Slack’s website content speaks to its ideal customer while also spotlighting how the company solves common challenges. Slack’s about page states, “Make work life simpler, more pleasant and more productive,” speaking directly to the reader in a clear, conversational way.

5. Incorporate action words

Encourage your audience to do more than scroll past your content. Action words can turn casual readers into engaged customers. While your B2B writing should provide your expert knowledge, it should also motivate readers to interact with and buy from your company. Strategically pair action words with an active voice to create momentum.

Crazy Egg, a website heatmap provider, calls readers to action in several ways. The brand establishes that its service is risk-free and lists the reasons why you should try its offerings. The company uses call to action buttons like “Show Me My Heatmap” to incorporate the voice of the customer into its messaging. This urges website visitors to get their own heatmap, now.

6. Show, don’t just tell

Don’t leave your audience to read between the lines. Your B2B copywriting shouldn’t just imply that your service or product is the best choice — it should clearly state why. Tell readers what sets your brand apart in no uncertain terms, then follow it up with evidence like an explainer video or a testimonial. 

Marketing automation platform MailChimp does a great job of demonstrating key selling points with video and images, while also providing statistics and testimonials to highlight the proven benefits of its offerings. 

7. Keep it conversational 

A conversational writing style helps your reader feel like you’re speaking to them, instead of to the masses. Not only does this writing style help you connect with your audience, it also increases the readability of your B2B content writing.

This is your time to shine! Develop your brand’s written personality by writing the way you talk, without fillers like “uh” or “um.” Before you start, get clear on the tone or level of formality required for specific kinds of content to build both rapport and credibility. Then, keep sentences short, and avoid jargon and slang — they can be wordy and confusing.

Here are two ways to make your conversational writing engaging and structured. First, chop up long sentences, and use simple words in the active voice. Second, engage your audience with questions and use the word “you.”

8. Evoke emotion

Have you ever read a blog post that was so emotionally compelling you felt driven to act upon reading it, whether to volunteer, donate or share the content?

Emotion is 24 times more persuasive than reason. When you feel strongly about something, you’re more likely to take action. By using emotional language, you can influence how your readers feel and motivate them. 

Apple is well known for using emotional language in its marketing strategy. The brand leverages strong, empowering phrases like “love the power” and “full of might” to elicit an emotional response from readers. 

9. Use quotes sparingly

The use of too many quotes in your copy can be distracting, and it throws a lot of voices into the mix when only one should stand out in your B2B writing — yours. 

A quote should support your key message in an impactful way. Use a quote if it states the point better than you can, highlights the opinion of an expert or makes a statement that differs from widely-held beliefs. Be sure any excerpts are profound, but also relevant to your brand.

10. Leverage SEO best practices

Using search engine optimization (SEO) best practices can help you drive more organic traffic to your website faster. Not only can properly optimized B2B writing help you build domain authority and relevance, it can attract more of the right leads to your website by considering search intent. 

Etsy, an online global marketplace for small businesses, knows how to use SEO to its advantage. On the company’s daily blog, it spotlights inspiring stories about Etsy merchants and the products they create. By highlighting user experience and sharing user-generated content, Etsy improves customer retention and creates sharable content that often goes viral. 

Nurture your audience with expertly crafted content

Your audience wants high-value content. With these B2B writing tips, you’re ready to give it to them. Now, all that’s left to do is a final read-through. Get our free 10-page content checklist to ensure every piece of content you create hits the mark in four crucial areas. Don’t hit publish without cross-checking this list!