Post by account_disabled on Mar 4, 2024 22:27:32 GMT -6
Veronica Casas Categories B2B Marketing B2B Copywriting: 5 Steps to Writing for Professional Buyers Do you know the famous blank page syndrome? It has happened to all of us at some point: we know a topic in depth, we sit in front of the keyboard to write about it and minutes later the only thing we see is the cursor blinking over a still empty document. From experience, we can tell you that this syndrome is even more common when it comes to writing for professional buyers.In B2B copywriting, several factors come into play: more complex topics, a more specialized audience, a greater need to explain concepts meticulously and clearly, etc. But fear not, face that blank sheet of paper! And to motivate you, we are going to give you a very important fact: according to the latest Hubspot statistics , 80% of business decision makers prefer to obtain information from an article than from an advertisement . Therefore, it is important that you focus your resources on your B2B copywriting strategy. But let's start at the beginning.
Content is still king There is no doubt, the cornerstone of any successful campaign is having relevant and attractive content. It doesn't matter the medium: social networks, email marketing, company blog... The content is the core , what we want to transmit and, of course, the impulse that professional buyers need to make a purchasing decision. While recent BTC Users Number Data trends in content marketing have leaned more toward visual formats like video and infographics, the written word remains the foundation of most content marketing strategies. And even more so if we talk about B2B businesses, where the information - in many cases - cannot be compressed into a 15-second TikTok video. This is where B2B copywriting comes into play, where the objectives can be diverse depending on the path of each company: attract new customers, provide information about a product, generate brand awareness, increase conversions on a website, etc.
B2B Copywriting vs. B2C copywriting Writing for professional buyers is quite different from writing for large audiences. In B2C marketing, the basic strategy is to write for large demographic groups, such as women over 50 years old, teenagers from a certain geographic area, young people between 20 and 35 years old, etc. The products that are usually advertised are of mass consumption, they do not need a description, so emotions, sensations, ideals, etc. can be avoided. However, in B2B copywriting , the usefulness of the service or product offered, the objective information, the didactic tone becomes important... Writing for professional buyers is an exercise in precision , ensuring that the right person finds the information they were looking for to advance in the funnel. Shopping. And as in any precision exercise, we need a technique. Therefore, we are going to give you 5 essential steps to get the focus of your content right.
Content is still king There is no doubt, the cornerstone of any successful campaign is having relevant and attractive content. It doesn't matter the medium: social networks, email marketing, company blog... The content is the core , what we want to transmit and, of course, the impulse that professional buyers need to make a purchasing decision. While recent BTC Users Number Data trends in content marketing have leaned more toward visual formats like video and infographics, the written word remains the foundation of most content marketing strategies. And even more so if we talk about B2B businesses, where the information - in many cases - cannot be compressed into a 15-second TikTok video. This is where B2B copywriting comes into play, where the objectives can be diverse depending on the path of each company: attract new customers, provide information about a product, generate brand awareness, increase conversions on a website, etc.
B2B Copywriting vs. B2C copywriting Writing for professional buyers is quite different from writing for large audiences. In B2C marketing, the basic strategy is to write for large demographic groups, such as women over 50 years old, teenagers from a certain geographic area, young people between 20 and 35 years old, etc. The products that are usually advertised are of mass consumption, they do not need a description, so emotions, sensations, ideals, etc. can be avoided. However, in B2B copywriting , the usefulness of the service or product offered, the objective information, the didactic tone becomes important... Writing for professional buyers is an exercise in precision , ensuring that the right person finds the information they were looking for to advance in the funnel. Shopping. And as in any precision exercise, we need a technique. Therefore, we are going to give you 5 essential steps to get the focus of your content right.