Your Guide to B2B Copywriting
There are over 400 million businesses worldwide, with roughly 33 million in the U.S. Compared to the estimated number of stars — 1 septillion (that’s a 1 followed by 24 zeros) — it’s nothing. But if you ask us, that’s still a h*ll of a lot.
Each of them needs some form of copywriting, and several strategies will work for most companies out there. But typically, content marketing is really different when it comes to B2B (Business-to-Business) and B2C (Business-to-Consumer), including D2C (Direct-to-Consumer).
While they still have some things in common, most of their strategies, approaches, and pain points differ greatly. So does their content.
That’s why you can’t simply grab tactics from one world and apply them to the other.
In this article, we’ll take an in-depth look at B2B copywriting to inspire your own effective business-to-business content.
What Is the Essence of Business-to-Business Copywriting?
Let’s start with the basics — meaning, let’s conquer the vocabulary:
Source: Merriam-WebsterThis is how Merriam-Webster tackles the term B2B. But what is B2B copywriting as such?
Essentially, B2B copywriting is a strategy where businesses create content aimed at helping other businesses solve problems and achieve their goals.
Simple, right?
Well, not quite. The key here is that B2B content is often more informative, more educational, and contains more details. Plus, it is often more serious than its B2C counterpart. Why?
Because B2B buyers aren’t impulse shoppers picking up trendy gadgets, they are decision-makers (often C-level executives) evaluating high-stakes investments.
Let’s admit it — an individual's search intent and the marketing funnel B2C brands work with are worlds apart from B2B marketing.
So, what’s the difference, you may (understandably) wonder?
B2B copywriting typically needs to appeal to logic, not emotions (though, don’t forget about emotions just yet — we’ll get to that later on). It's about building trust, demonstrating authority, and showing why your product or service is the best choice for their business.
Unlike B2C content, which might focus on catchy, playful slogans and Instagram-worthy visuals, B2B content is all about providing value. Forget about selfies or blurry pictures with CAPS-LOCKED posts.
You're not just writing for one person (or family) like in B2C; you're writing for an entire team of stakeholders who need some serious convincing. This requires a very different approach to content creation.
Here are five examples of B2B copywriting to give you a clearer picture:
1️⃣ A cybersecurity firm writes blog posts on protecting company data from cyberattacks:
Source: CypherAt first glance, this reads like a textbook for Lit class — except instead of characters and themes, it’s talking about data breaches.
Sure enough, if you’re not into cybersecurity, you might find its logical, straight-to-the-point approach (with barely any humor) boring.
But for most businesses, this professional, informational tone is perfect, especially when it comes to something as serious as cyber threat protection. That’s what prospects care about, but only in this particular (or similar) case.
2️⃣ A logistics company creates a white paper on how its services reduce shipping costs for manufacturers:
Source: Partner ShipA look at the readability score of this one shows it’s clearly aimed at a more advanced audience. While most B2C content writers try to settle snugly around a 7th-grade reading level or lower, B2B content doesn’t necessarily have to meet these “standards.”
Instead, you’ll find a “serious” approach in how the information is presented here. Coupled with professional jargon, rarely used acronyms, and intermediate- to advanced-level terminology, it’s clear that this isn’t targeted at your regular readers.
3️⃣ A CRM provider shares case studies on how their software improves sales and customer relationships:
Source: HubSpotStraight away, HubSpot uses data to sell its expertise. The rest of the case study follows the same cut-to-the-chase, show-us-the-numbers-now approach.
Compare that to a B2C blog post, where the writer might take a few paragraphs to warm up the reader before getting to the main point.
4️⃣ A corporate wellness company promotes employee wellness programs on its landing pages, highlighting how it increases productivity:
Source: CHC Wellbeing Here, we see a “this is what we do, and here’s why you should hire us” approach right off the bat. This might be one of the best things to do for a landing page.
5️⃣ A B2B SEO software company sends newsletters with tips on the latest search engine optimization trends for businesses:
Source: MozNothing like a newsletter to keep you in the loop. Because SEO is generally not a life-and-death topic, the tone of voice of this newsletter is rather relaxed and engaging, even though it’s B2B copywriting.
B2B vs. B2C Copywriting
While B2B and B2C content may appear similar on the surface (they're both trying to sell something, after all), they’re like apples and oranges when it comes to execution.
Let’s break it down:
As you can see, the goals behind each type of business are fundamentally different. Yes, both aim (ideally) to deliver high-quality work and, in one way or another, build trust.
However, B2B copywriting is about building relationships over time by giving your audience a clear understanding of how your product or service solves their problems.
It’s more about playing the long game, concentrating on ROI, driving conversions, and addressing specific pains in a logical way.
On the flip side, B2C writing is more like a rushed conversation designed to capture the consumer’s attention in a split second. That is why the short-form content works better here.
It’s concentrated on immediate engagement, often driven by emotion — whether through a meme, a catchy ad, or a product description that makes you click "buy" right away with thoughts like, “What the h*ll, it’s for a good cause!”
🤓 Note: Of course, this doesn’t mean that B2C businesses don’t build long-term relationships with their customers — not at all. But if you had to put the same effort into selling a $10 toothbrush as you do into selling $1M equipment, it would be a completely different game.
Great Examples of B2B Writing for Businesses
Let’s say a professional writer prepares a white paper for a cybersecurity company. In this case, their B2B content would be packed with compelling statistics, an in-depth analysis of emerging threats, and insights into how the company's software reduces security breaches by 40%.
Not only does this position the business as an industry leader, but it also provides real solutions to the client’s pain points. Check.
This is a theoretical example — now, let's explore some real ones.
When it comes to B2B copywriting, one of the first companies that comes to mind is, of course, HubSpot:
Source: HubSpot HubSpot is known as a top-tier service provider for other business customers. They back up their offerings with evidence that speaks directly to potential customers’ needs. That’s why it might be hard to beat them in the CRM game — they are a real B2B thought leader.
Now, for a more creative and humorous touch:
Source: AdweekThis is not your typical B2B copywriting, right?
Well, first of all, Shopify is also a B2C (D2C, to be precise) company. Plus, since it’s an ad, something too formal or dull would feel out of place here. As a result, this ad is not overly promotional, and its wit appeals to multiple clients.
Want more examples?
Let’s look at Mailchimp, the email marketing and content automation platform. Their writing clearly communicates the outcomes they can deliver:
Source: MailchimpExamples of B2C Copywriting We Love
Now imagine you’re writing for a brand selling eco-friendly skincare products. Here, the main thing would be an emotion: “Feel fresh, look amazing, and save the planet — one jar at a time.” Or stuff like that, you know.
The language is… so up-to-date and focused on making the consumer feel good about their purchase, not on research or industry expertise.
The same approach would apply to clothing brands, for example. While the specifics might differ, the core values are similar. Why? Because that’s what individual customers want to hear. Most of us buy based on feelings, not logic.
Starbucks, for example, does it well (whether you like or hate their coffee). You know, all those “the season’s favorite,” “makes fall fall,” “enjoy the moment” — they are all about the feeling.
Source: StarbucksNow, let’s see another example.
Transparent Labs shows you its deals right away (content marketing best practices detected) and integrates those offers into their marketing funnel, making sure to capture your attention as soon as you visit their site:
Source: Transparent LabsThey ask you one simple question about your fitness goals, which is an effective way to tap into the interests of their target audience. It helps them get to know their people better.
After all, unless you understand the goals of your audience, your writing service (or even the in-house team) may miss the mark and create content that doesn’t resonate.
Why Should You Even Care About All This B2B Copy?
If you take a closer look at how B2B buyers find the services they need, you’ll understand the importance of tailored content (and the value of the professional writer’s work).
Take a look at the chart below.
66% of B2B buyers in the U.S. discover products through online search — which means SEO, which means content.
Think about it — two-thirds (!) of your potential leads are out there googling a product in your niche.
Source: Big CommerceYet, even the online search aside, the vast majority of the categories above require engaging content that would build trust and prove your expertise.
To back that up, here’s where companies looking for B2B products/services are reading your copy.
Source: GartnerEssentially, this data shows that you have to communicate your industry knowledge throughout different channels. You decide whether it’s via a relevant blog or a virtual event, but great copy (and messaging) matters for any platform.
On the other hand, when we say that the B2B content process is more complex than its B2C counterpart, we aren’t exaggerating. There isn’t even one single approach to it. Just take a look at these stats from the Content Marketing Institute:
Source: Content InstituteAs you can see, the majority of organizations deal with all their content requests through one central content team.
This means there’s typically a dedicated team ensuring that everything looks and sounds on-brand. It’s a one-stop shop for all content needs, keeping things polished and consistent.
One of the most logical approaches, hands down.
Some companies, however, allow each department to manage its own content. This can be a smart approach — if you trust your departments (and they’re well synced).
This way, every team becomes its own mini content machine with its own project management process that works for them.
The sales team, for instance, can bring valuable objection insights, while the customer success department can provide firsthand customer feedback. This decentralization adds expertise, but, fair warning, it can get chaotic if not managed properly.
Other companies prefer a collaborative approach, where departments share content responsibilities. This method brings together different perspectives and expertise.
Imagine when the product managers, sales team, customer support, marketers, and even the CEO come together to share their insights. This can lead to some of the most effective B2B copywriting.
Still, this can only work if everyone is on the same page because it can be challenging to keep everything aligned.
Types of Content to Use in B2B Marketing
Whether you have an in-house team or a group of freelance writers crafting your content, it’s essential to know which formats are worth creating.
Here are the most common types:
Source: Content InstituteWe won’t stop here for too long because every business is different. Plus, every type of content has its time and place.
So, our best suggestion is to try all of the possible formats and check how they work for you.
The same applies to the distribution channels.
Source: Content Institute7 Steps to Nail Your B2B Copywriting
#1 Study Your Target Audience
Before your in-house or freelance content writers start typing, make sure you understand your audience thoroughly.
It’s not enough to know who they are — you need to grasp their motivations and struggles (without stealing their therapists' notes).
You should understand their decision-making process better than they understand it themselves.
👉Example: Writing for a marketing manager? They care about results, ROI, and tools that simplify their job. They don’t really care about your visuals — they look for solid numbers, so this should be your focus.
Your content should show how your product/service solves their problems and delivers a tangible impact for them. Details matter. Use the upper part of your keyboard a lot (friendly advice).
This is the step where you can create your buyer persona. But here is a thing — their name and other irrelevant demographics don’t really matter. The idea of this process is to understand why each group of your prospects would even listen to you.
We really like this approach by Buyer Persona Institute:
Source: Buyer Persona Institute#2 Work on Delivery
It’s tempting to use highly technical or professional language, especially when writing for other professionals. Especially in B2B copywriting.
No, we are not saying you have to deprive yourself of the pleasure of saying, "We are leveraging blockchain and smart contract technologies to overcome circular economy implementation challenges.” But we kind of are:)
There’s a fine line between sounding credible and being confusing.
While it’s okay to sprinkle in industry-specific terms, make sure your content remains accessible to non-experts. Because there are usually several decision makers, and not all of them are geeks.
👉Example: Instead of saying, “synergistic alignment to optimize workflow,” try, “tools that help teams work together efficiently.”
#3 Focus on More Value, Not Sales
Here’s the golden rule: B2B content is not about the hard sell. Not glossing over, really — you’re in it for the long game to offer value at pretty much every stage.
By providing useful information and solving real problems, your audience will view your business as a trusted partner, not just a random service provider. This is the first rule of effective copywriting in any niche.
👉Example: Rather than saying, “Buy our software,” try, “Here’s how XYZ company streamlined their HR processes and saved $ yearly.” It’s a blunt example, but you get the idea.
#4 Use Stats and Proof to Show Industry Knowledge
Actually, stats work across the board — not just in B2B. Everyone wants to see proof these days. Demonstrate your brand’s expertise by supporting your claims with solid data, whether through case studies, surveys, or statistics.
👉Example: Use a case study, super detailed landing page, or an industry white paper to showcase your knowledge and reach a wider audience.
Source: Hootsuite#5 Use Stories to Show Your Brand Voice
Yes, this is essentially an approach for B2C clients. Still, storytelling works just as well in B2B copywriting.
Both potential and existing customers can relate to real-world examples where other businesses have solved similar problems. So, don’t be afraid to tell stories that show off your solutions in action.
This is one of the most “organic” ways to promote any company’s products or services.
And never forget about the importance of your brand voice — it might affect prospective customers and help your lead generation.
👉Example: “When Company X needed a complete overhaul of their customer support system, our software reduced their ticket resolution times by 35%, helping them retain major clients.”
Source: Monday#6 Write for All Stages of the Buyer’s Journey & Marketing Funnel
As mentioned earlier, in B2B writing, you're addressing multiple decision-makers at different stages of the buying process. How can you do this effectively?
Ensure you have content to support each stage — from first-time visitors exploring your website to repeat visitors who are ready to finalize the deal.
👉Example:
- Awareness stage: An informative blog post that covers an important topic in your niche with some natural details on how your product/service can help.
- Consideration stage: A downloadable white paper (a solid doc with some really valuable knowledge, not the AI-generated fluff).
- Decision stage: A page or several sections on a landing page with client reviews (preferably in the video format) showing how your customers benefit from using your product/service.
#7 Experiment With Social Media
While B2B content writing differs from B2C, it can still benefit from certain “typical” content marketing tactics commonly used for individual customers.
Of course, you’re probably using LinkedIn posts — and by all means, keep at it. But beyond that, why not occasionally experiment with other popular platforms and formats — from Instagram Stories to memes? Why not? It converts if it fits!
👉Example: A funny but relevant and to-the-point meme about the struggles businesses you target face.
How to Measure Your Success
Of course, B2B writing is not just about some nice and skillfully written copy. There are clear business objectives to achieve and eventually to measure. So, how can you say whether your B2B content writing is effective?
📈 Conversion Rate
Conversion rate is the number of people who take the desired action after engaging with your content.
Whether it's signing up for a newsletter, requesting a demo, or purchasing a product, your conversion rate tells you how well your content is moving potential customers down the sales funnel.
📈 ROI
Content creation can take time and money, so it’s essential to know if the results justify the investment.
Calculate your ROI by comparing the revenue generated by your B2B content with the cost of producing and distributing it.
📈 Average Engagement Time
The longer users stay on your content pages (whether it’s a blog post, video, or white paper), the more likely they are to find value in it.
Average engagement time shows how deeply your audience is “interacting” with what you've written.
📈 Bounce Rate
Bounce rate shows how many people leave your page without interacting with it.
A high bounce rate could mean your content isn’t engaging enough or doesn’t address the true pains of your target audience.
Conclusion
B2B content writing isn’t about shouting from the rooftops — it's more like a strategic handshake that seals the deal. You can’t just slap on some cool shiny words and call it a day.
Maybe it will work for your personal Instagram or TikTok, where you are dancing for fun.
But here — nope.
Instead, you need to speak the language of your clients by showing them the real, concrete benefits they’ll get — something solid.
The magic of great B2B writers lies in their ability to turn facts and data into compelling stories — stories that cut through the noise and have decision-makers nodding along.
Whether it’s researching industry trends or crafting a case study with "wow" written all over it, great B2B content is all about delivering value with style. A solid website copy, insightful blog post, or downloadable whitepaper isn’t just fluff — it’s a ticket to building trust and closing deals.
FAQ: Your What-Ifs Answered
What Is B2B Copywriting?
B2B copywriting is the copy that helps businesses understand, trust, and buy from other businesses. It focuses on generating leads, moving prospects through the sales funnel, and using compelling copy to educate readers and share industry insights.
It can be used in any format, whether it’s social media advertisements, emails, blogs, or website copy, to generate awareness and attract leads.
What Is a B2B Content Writer?
A B2B content writer creates content specifically aimed at businesses and decision-makers within those businesses. They focus on writing materials like whitepapers, blogs, and any other relevant content.
What Are B2B Writing Examples?
B2B writing examples include content like case studies, blogs, email campaigns, and landing pages. Essentially, anything that a business uses to communicate with other businesses can fall into this category.
For instance, a software company can write a blog to explain how its tool solves problems for dev teams.
How Do You Write Content for a B2B Business?
Writing for a B2B business means understanding your audience and offering clear solutions. Of course, the best way is to hire professional B2B writers.
They will provide in-depth research on your target audience, focusing on what they care about, and tailor your message to offer more value. They will also keep the language professional yet relatable, and always aim to show how your product or service can solve real business challenges.
If you want to write such content by yourself, make sure to address the main pain points of your audience and sound relevant.
Is B2B Content Writing Hard?
It depends on the perspective and your industry knowledge. First of all, it does require a different focus compared to B2C. You’re writing for businesses, not individuals, which means you need to be clear, concise, and solution-driven.
Besides, there are different formats that require the right approach and understanding of the industry standards, which can be complicated.
That’s why most businesses hire professionals to manage their B2B content writing. An expert writer can make your business appealing to both search engines and your prospects.
What Is B2B Writing Style?
B2B writing style is typically professional, informative, and solution-focused. The goal is to present your brand as knowledgeable, trustworthy, and capable of addressing industry-specific problems, while also keeping the tone approachable and clear.
What Is a B2B Content Creator?
A B2B content creator is someone who creates any type of content that helps one business connect with another and show its value.
Whether it's writing a white paper, creating case studies, or producing videos, B2B content creators focus on delivering materials that build relationships and drive results for businesses.
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