Writing for a B2B audience can be challenging, even if you're a seasoned writer, especially if it's your first time trying it out. Fortunately, when you implement best practices in writing, you can maintain a steady workflow and produce a steady output of B2B content. Here are things to remember when writing about your company.
We've written elsewhere that editorial calendars are crucial to sustaining your content writing strategy. Calendars allow you to see the bigger picture of how your content will look, one after another, on your blog. However, it is not enough to list down post titles in a spreadsheet. Before you begin, you need to know how your blog posts will affect other people's timelines. You might need to speak with your company's graphic artist, as well as the marketing manager, about deadlines for pieces.
Besides this, you need to monitor the trends in your industry. B2B writing does not capitalize on viral topics, but it still relies on freshness. Ensure that you and your team are on the same page by setting expectations weeks in advance. Plan for delays—even if you're a small team—since you never know when an emergency might happen. Also, schedule revisions into your timeline, and ensure that you run all the content through multiple checks before you upload it.
When writing for a B2B audience, you need to show that you understand the industry thoroughly. You don't want to imply that your company only has a superficial understanding of your field, so you need to be thorough in your research. A single mistake can cause people to lose their trust in your writing, and therefore, your business.
If something you're writing is not resonating with you, or if you don't have enough experience in a topic to write about it, refer to an expert. Use official sources as much as possible and quote them in your text. When you do this, you enable the readers to connect your work and your references' words. Also, don't rely on one book, article, or resource person. Check and double-check the facts you include in your piece. Even experts commit errors, so make sure you're saying the right thing and read or listen to several other takes on a topic.
You might have all the best ideas for your articles, but if you don't structure them well, your readers will leave the page in less than a minute. Structure and format are vital in keeping people reading, especially online, and you can improve these by having an outline for your work. Those composition classes back when you were in school are right—the best way to expound on a topic is through several paragraphs with a clear beginning, middle, and end.
Consider as well how the format affects the impact of your message. If you have highly technical content, you have to take the time to explain things. As such, longform posts and white papers are the most suitable. Meanwhile, if you're writing about a recent event at your company, it might be better to keep to less than 1,000 words and use your blog or a newsletter to deliver the content. Prioritize readability; if your readers see a giant block of text, they'll likely close the tab.
Your reputation depends on both what you write and how you write it. If your work is full of errors or your articles do not resonate with your audience, your brand suffers. Sometimes, the problem isn't coming up with ideas for posts or choosing the right words to convey meaning. In some instances, the problem is that the marketer lacks skills in copyediting or proofreading.
If you are more confident in your writing than your editing, you can hire a professional editor or SEO writing services. Hiring an editor ensures that your copy comes out flawless every time. You can also do the editing in-house using software like Grammarly, Hemingway, and SEO Writing Assistant.
Although ranking high on SERPs should be part of your primary strategy, it should not be your only choice. Incorporate others like social media, paid traffic, and email marketing when distributing content. You might also want to consider using press releases, especially for major launches. You might also want to deliver your B2B content through webinars, repurpose your old articles by translating them into video format, and prepare a full-length and a trailer version. You can share the teaser on social media and link it to your website or the full-length version. There are many ways to deliver content besides through your blog.
When writing B2B articles, you need to convey your brand's trustworthiness and expertise. Your brand's reputation depends, in part, on your posts' quality. Ensure that readers keep coming back by coming up with carefully planned and edited articles. If you aren't as confident in your writing or proofreading skills, consider hiring SEO writing services.
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