Table Of Contents
- Defining B2B Copywriting
- Benefits of Great B2B Copywriter Skills
- 6 Core Copywriting Skills We Can Learn From Others
- Key Takeaways
“Nobody reads ads. People read what interests them. Sometimes it’s an ad.” – Howard Gossage, an advertising innovator, iconoclast.
These words from one of the most iconic admen from yesteryears perhaps capture the true essence and importance of B2B copywriting skills for content development. Considered an art and science by many schools of thought, good copywriting skills can help you create content that converses with the target audience and manages to hook them to the brand.
Despite content marketing shifting from more wordy content to a visual approach, the written word still forms the foundation for every content marketing strategy. If anything, good copywriting skills play an even more significant role today than before.
Businesses the world over have heavily invested in building their copywriting teams for a reason – they still deliver good conversions and are highly effective. Going by the NewsCred survey, with an average reader spending about 37 seconds on an article, copywriters with excellent copywriting skills have become a more critical part of the digital marketing game.
Defining B2B Copywriting
Targeting businesses, B2B copywriting is the art of using words, either in the form of written or audio content, to inform other businesses about one’s products and services and entice them to transact with them. This content, also known as ‘copy’, is used extensively by marketers and sales teams to drive business and generate leads. Copywriters can develop content to create awareness, generate new leads, and strengthen relationships with existing partners with the right skillset.
Benefits of Great B2B Copywriter Skills
For businesses, copywriting is not just about selling but also a true reflection of the brand itself.
An excellent copy also helps,
- Generate brand awareness leading to increased visibility
- Build trust with the audience
- Strengthen brand reputation
- Showcase value of products or services offered by business
- Generate new leads by addressing their specific needs
- Bring additional traffic to the company site
- Give a gentle nudge to those on the fence, helping tip the scale towards a sale
6 Core Copywriting Skills We Can Learn From Others
While it may sound simple, writing a good, catchy copy for businesses can be extremely tricky. So, how does one improve the skills needed for copywriting? One of the simplest ways is by collecting and dissecting good copywriting examples and learning from them.
Shared below is a listicle of 6 good copywriting examples. We also explain why they are good and what skills we can learn from them.
1. Research and address audiences needs
Around the beginning of 2020, the entire world came to a standstill due to the spread of the COVID-19 pandemic. Taken by surprise, all businesses were left wondering how to connect their workforce, so work doesn’t suffer. With words like ‘remote and in-person teams’ and ‘work that goes wherever you do’ in their copy, zoom.us managed to offer a solution to businesses and touch upon a very relevant sentiment. Zoom further instilled confidence about their services by helping businesses and their ‘hybrid workforce’ with business-as-usual by highlighting their #1 ranking in customer reviews.
2. Storytelling works for businesses, too
WeTransfer depicts their historical journey starting in 2009 till date in the copy on their ‘About’ page. The brand uses storytelling to connect with its audience and communicate its customer-centricity with a tagline like ‘keep your ideas moving’.
3. Keep it clear, concise
An excellent copy doesn’t always need to be wordy, complex, or witty. One such copy is this newsletter sign-up message from Zendesk, a customer service software provider for businesses. With a simple play of words, the copywriters have managed to portray the message of ‘we understand you’ while encouraging a business to subscribe to their newsletter. The message also speaks directly to the audience, transforming this generic request into a personal one.
4. Create value for businesses by showcasing benefits
While crafting a copy for businesses, layout the customer’s needs first and showcase the corresponding features accordingly. Targeting businesses and their marketing and creative teams, the copywriters at Canva have done just that, helping them (need) ‘create professional designs’ with features like ‘Brand Kit’ and ‘Background Remover’. Even the headline showcases the benefit of teams being able to design like a ‘Pro’. Addressing the businesses’ need for collaboration among their teams, the copywriters have smartly included ‘Team up’ in the subject line and the description copy.
5. Get to the point, and fast
Given today’s fast-paced business environment, most B2B customers are usually extremely busy. Given the time constraint, sometimes it helps to come straight to the point – let customers know what your business offers without beating around the bush. That is precisely what the landing page of shopify.com provides to its website visitors. Assuming that most customers who visit their website know what they want, they communicate their offerings with the tagline ‘Anyone, anywhere, can start a business. So, by sharing their email address, businesses can get started with their free trial. A message clearly communicated within 5 seconds.
6. Back it up with data and proof
To know what WordPress does, one merely needs to read the copy on their landing page. With the tagline ’40% of the web is built on WordPress’, the copywriters have also used one of the 6 core copywriting skills of backing claims with data very artfully. By mentioning ‘small businesses’ and ‘Fortune 500 companies in the same sentence, they also showcase that they are open to working with all businesses.
It is possible to develop and hone one’s B2B copywriting skills with care, study, and practice. In wanting to become a great copywriter, one also needs to be patient and not give up. Developing your copywriting skills helps your personal growth and also helps businesses grow.
- Research is the core skill for good copywriting
- Excellent copy helps build brand image
- When creating copy, put the customer first
- Keep content crisp and to the point
- Always back numbers with data
- With copywriting, practice brings perfection
- For a good copy, SEO awareness is critical
The essential copywriting skills to create brilliant content are research skills, staying updated, adapting, knowing the audience, awareness of SEO, and engaging the reader.
The content must be easy to read and engaging. Adding humor with storytelling skills makes a pleasant read.
Copywriting must target a specific audience, determine your brand’s voice, and tell a story involving the brand.
B2B content can be made engaging with a relevant, powerful story. The content should be easy to read and comprehend.
To improve copywriting skills– research well, break up paragraphs into smaller chunks and understand the brand’s purpose.
You can also develop your B2B copywriting skills by interviewing industry experts. Practice being direct while writing, and write for different audiences. Try writing headlines that scream for attention.
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