7 Need-To-Know Tips For Writing Captivating B2B Marketing Content


Writing marketing content for your business is difficult at the best of times. Now change the fact you’re writing for B2C clients to B2B clients, and you’re playing a whole different ballgame. Although the basics are the same, the general outlook and final ‘end goal’ couldn’t be further apart. 

When writing B2B content, you still need to be as compelling as captivating as B2C content, but there are a few differences. Here to get you off on the right foot are seven essential tips that you and your marketing department need to know. 

Creating A Sitemap 

What? Are we trying to boost your SEO ranking or submit your website to be indexed by Google? No, not this time, by creating a sitemap of your website does have a few other benefits in addition to the processes above. 

Most importantly, creating a visual sitemap so you can see all the pages of your website in a connected and easy to understand way allows you to see exactly what your customers have access to. This is ideal since you can use this map to see exactly what you’re offering and therefore giving you all the clear information you need to plan your content marketing strategy. 

Define Your Message 

We’ve all been there when you have a fantastic idea for a blog post, and you simply can’t wait to get type it out and send it to all your potential leads. However, it’s essential that you take a step back and learn to take these things slowly. 

“The most important thing to remember here is the fact that you want to be very clear on the overall message that you’re trying to communicate in your content. Have this message clear in your head before you sit down to start writing,” shares Jared Francis, a content writer for Best British Essays

Direct & Precise 

Consider the audience that you’re writing for. The majority of people reading your content are going to be at work and will be strapped for time and won’t have the ability to sit and read your content leisurely for hours at a time. 

This is something you need to be aware of in your writing. Instead of making things too long-winded and difficult to read, compress your information into easily digestible chunks that your lead can consume before moving on. 

Being Human 

Another important factor to consider is the fact that although you’re writing for businesses, you’re still communicating with another human being and they’re going to well aware of this fact as well. When writing, try to leave out business jargon unless necessary and speak as you would to another human being, since this is what you’re doing. 

Accuracy Is Key 

Let’s imagine you’re reading through another business’s content on their website and you keep seeing spelling mistakes, typos, grammar issues and other forms of writing error. How do you feel about potentially spending thousands of dollars on this business? 

Chances are you’d feel a bit put off by the business’s apparent lack of attention to detail but the same can be said for you. 

Using tools like Grammarix, Top Canadian Writers, Easy Word Count, Best Australian Writers and Via Writing, you can effortlessly proofread and edit your content before publishing to your customers, guaranteeing your reputation and credibility. 

It’s All About Appearances 

Imagine you’ve just finished writing a 1,000-word piece of content which is simply amazing. You’ve put your heart and soul into it and everybody who has read it has been blown away by it. Now consider that this article is in a plain-text format, such as Notepad. 

This kind of format is going to put customers off reading your content which shows that the digital design on your content is just as important as the writing of the content itself. If you can’t manage this yourself, you’ll need to hire a professional designer because the importance of this point cannot be overrated. 

Likewise, you’ll need to consider that not all designers are the same and you’ll want that understands B2B customers and understands the most effective designs that deliver results for your business. 

Implement Effective Calls To Action 

Although you’re writing for B2B customers, this doesn’t lessen the need to include high-quality and clear calls to action (link) within and at the end of your content. You’ve spent all this time creating some great content, and you don’t want to ruin it by getting to the end of the piece and the customer simply thinking ‘what do I do now? I’ll just leave the website’. 

Likewise, make sure the CTAs aren’t just in your content, but clearly visible throughout your website, in your emails and another another form of communication that you have with your leads.


I hope you enjoyed this article about crucial tips for writing captivating B2B content that generates results.

Interested in more articles about B2B marketing and writing?

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