A B2B writer is someone who crafts content for the business to business industry. Today, let’s look at the B2B writing industry and how to start as a freelancer in it.
What is B2B Writing?
B2B writing refers to the process of creating content that is specifically designed for business-to-business interactions. This type of writing aims to address other companies’ problems and offer them products that can solve those issues.
B2B writing typically involves creating articles, reports, emails, and other written materials that are relevant in a business context. However, the nature of the content may vary depending on the industry. For instance, there may be a lot of industry-specific jargon used in some cases.
Benefits of B2B Writing
First and foremost, B2B writing should open up a communication line between one business and others in the industry. Well-crafted B2B content should showcase your own expertise and build credibility within your industry.
Additionally, B2B writing facilitates the exchange of valuable information. It can help others in the industry keep up with current trends and provide a “think tank” atmosphere where the industry can improve.
Types of B2B Writing
There are several different types of B2B writing. Here are some of the most common examples:
1. Blog Posts
Blog posts are informal articles published on a company’s website to share industry insights and company updates. Often, these posts are designed to increase the company’s online presence. They often have an SEO benefit, making the company more visible on search engines.
While not solely a way to drive sales, these blog posts can be a way for companies to engage with other companies. HubSpot’s blog is full of fantastic B2B blog posts:
2. Articles
Articles are slightly more formal than blog posts. They may provide more in-depth research or analysis that a blog post won’t. Thought leadership articles are a great example of B2B articles that provide valuable insight and establish a company’s expertise.
You’ll also find these articles on a company’s website, but they may also appear in company publications and newsletters. Deloitte Insights provides very insightful articles in a range of industries, from consulting to tech.
3. White Papers
White papers are very long-form documents that dive deep into a specific problem. Often, they provide a detailed analysis and propose possible solutions. Research and data are the name of the game with white papers.
White papers often take a lot to produce, so they’re less common than blog posts or articles. However, they can quickly establish a company as an expert in its field. Just take a look at this IT white paper by MuleSoft.
4. Case Studies
Case studies are similar to white papers in that they need lots of research and hands-on experience to write. However, they typically focus on real-world examples of how a business’s products helped its customers. There’s typically some sort of measurable result that hopefully convinces other companies to invest in the product.
These provide real, tangible information about how a company’s product is helpful. They’re often story-based, just look at this case study by Dock:
5. Email Marketing
B2B email marketing involves sending emails to potential and current customers. These emails may be personalized or part of an email newsletter. Either way, the point is to provide produce updates or promotions.
Email marketing is seen as a personal way to nurture leads and stay in the minds of interested individuals.
6. Social Media Content
These days, even businessmen spend a lot of their time on social media. Short, engaging LinkedIn and Twitter posts can help ensure your company stays top-of-mind. These posts may include industry news, thought leadership pieces, or company updates.
IBM is relatively active on social media and uses its platform to emphasize its industry leadership. It even showcases employees regularly:
B2B Writing vs. B2C Writing: The 5 Key Differences
Other businesses in your industry are very different from consumers. Therefore, you cannot create the same type of content in the same way. Businesses typically have very different needs and pain points that need to be solved, and they’re typically more familiar with industry vocabulary.
| B2B Writing | B2C Writing |
| Data- and Logic-Driven Industry-Centered Business Focused Long Sales Cycle Professional Tone | Visual Emotional Individual Focused Short Sales Cycle Conversational and Friendly |
What is B2B Freelance Writing?
B2B freelance writing involves a writer selling the B2B writing services on a freelance basis. The writer is not an employee of any particular business and likely has several clients at a time. Their services include creating all the types of content we’ve discussed above.
What Are The Key Skills to Write For B2B Companies?
Writing for a B2B business is different from writing for a consumer. While you still need good, basic freelance writing skills, that’s where the similarities stop. Here are the skills a B2B freelance writer should focus on:
- Industry Knowledge: It’s hard to write for an industry if you know nothing about it. You can expect your audience to be pretty knowledgeable.
- Research Skills: B2B writing is very data-driven, so research is required for practically every piece. You should feel confident discussing data and statistics.
- Professional Tone: B2C writing can be conversational, but this isn’t usually the case with B2B writing. Your writing should have a pretty professional tone, which can take some practice.
- SEO Knowledge: If you’re writing blog posts or articles, having some SEO writing knowledge can be helpful. Often, ranking on Google is a primary purpose of a company’s blog.
- Collaboration: You’ll likely need to discuss content with industry professionals and experts, likely within the company you’re writing for. Having interview and collaboration skills can be helpful.
- Storytelling: Even in a professional setting, stories sell. Case studies and success stories benefit from a clear narrative, especially.
List of Key B2B Writing Industries
There are countless businesses out there, which also means that there are countless B2B industries. However, here are some of the most common ones:
Technology:
- Software as a Service (SaaS)
- Cloud computing
- Artificial intelligence (AI)
- Cybersecurity
- Data analytics
- FinTech
- Marketing automation
- Customer relationship management (CRM)
- Enterprise resource planning (ERP)
- Internet of Things (IoT)
- Blockchain
Manufacturing & Industrial:
- Industrial automation
- Supply chain management
- Robotics
- Manufacturing software
- Industrial equipment
- Energy & Power
- Construction
- Mining
- Aerospace & Defense
Professional Services:
- Consulting
- Legal
- Accounting & Finance
- Marketing & Advertising
- Public relations
- Human resources
Other:
- Healthcare
- Education
- Retail
- Hospitality
- Transportation & Logistics
- Agriculture
- Non-profit
- Financial services
- Real estate
- Insurance
How to Start as a B2B Writer
Starting as a B2B writer can seem overwhelming, especially if you aren’t super familiar with the industry. However, it is possible to get your foot in the door with these steps:
1. Build Essential B2B Writing Skills
Before you even start creating a portfolio or looking for clients, you need all the necessary B2B writing skills. These include all the usual writing skills, such as good grammar and clarity. You should also familiarize yourself with B2B marketing principles, which can be done by reading articles like this one.
If you don’t have strong research skills, consider researching a few example topics in your chosen industry. Look at the sources other businesses are using and compare them to the ones you’re looking at.
Familiarize yourself with SEO, as well. You should understand the very basic principles of search engine optimization, at the very least. HubSpot’s free SEO course is a great place to start if you’re new to SEO.
2. Identify Your B2B Niche
Industry-specific knowledge is key to successful B2B writing. Other businesses in the industry are likely pretty knowledgeable, after all. If you don’t write to their level of knowledge, it’s easy for your writing to get overlooked.
Therefore, picking an industry niche is vital. Preferably, you should have real-world experience with whatever writing niche you choose. However, it is possible to write in some niches without experience. It largely depends on the exact niche.
Getting into something like healthcare without real-world experiences would be very hard. But you can learn about marketing and advertising without working for a marketing agency.
No matter what you choose, ensure it’s something you’re passionate about, as you’ll talk about it a lot. A great niche is where your passion and the industry’s demand meet. You shouldn’t write about something you aren’t passionate about, but you’ll have difficulty making a living if no one is willing to pay you.
3. Create a B2B Writing Portfolio
Now that you know how and what to write, it’s time to create a writing portfolio. Simply put, a portfolio is where you keep all your best writing examples to show to potential clients.
Depending on your chosen niche, you may want to consider creating several examples, such as blog posts, case studies, and white papers. However, diversifying your portfolio isn’t necessary if you narrow your niche very far, such as only doing web copy in the healthcare niche.
This step should be fairly easy if you already have samples in your niche. However, you may need to spend some time writing samples if you don’t have enough to fill out a portfolio.
Try to tailor your samples to the particular niche you’re interested in. Look at what top companies in your niche are creating and try to create similar content. A few blog post examples are a good idea if all companies have active blogs. On the other hand, if they mostly produce longer white papers, try your hand at writing one or two.
You can also guest post for B2B publications. This process allows you to get samples and advertise your name. Of course, because these publications often have high standards, this route can be more challenging – but it also tends to be more rewarding.
Once you have samples, you’ll need to add them to a portfolio, such as a free one through Clippings.me, like our example below, or on your own writer’s website.
4. Find B2B Writing Opportunities
Once you’ve created a great portfolio, it’s time to get your first client. Often, this is a numbers game. You’ll apply and reach out to many people, but the vast majority will say no. That’s okay because you only need one to say yes!
There are many places to find potential clients. Freelance job boards like ProBlogger sometimes have B2B writing opportunities. (I’d say that around 25% of the job advertisements are for B2B positions.
LinkedIn is also a great place to find freelance writing jobs, but you will have to network a little. Many companies advertise jobs directly on LinkedIn, and the website has its own job board.
Superpath has a free job board where you can find B2B job opportunities. However, their paid Slack channel is also great for connecting with other writers and potential clients.
5. Network and Build Relationships with Prospects and Writers
Networking is a commonly overlooked way to get a steady stream of clients. Yes, you could just spend your life applying to jobs on job boards. Or, you could let clients come to you via networking.
Before getting your first job, you should create a LinkedIn account specifying your new role as a freelance B2B writer. Publish posts on LinkedIn to showcase your experience (you can also use these as samples) and interact with other’s posts. Truly interact; don’t just reply, “Great article!”
Twitter is also a popular place for writers and clients to intermingle. It’s also easier to get your foot in the door since you don’t have to “connect” with potential clients like you do on LinkedIn.
Keep Following Up and Improving Your Skillset
You’re never done becoming a B2B writer, especially when you’re working solely as a freelancer. There is always something new to learn.
If you’re active on LinkedIn and Twitter, you’ll likely stay on top of industry developments. Of course, don’t get caught up in the noise. No matter your industry, the world is always “ending” for one reason or another. Don’t give in to the doomsday sayers, but do stay on top of new sought-after skills and technological developments.
You should always further in-demand skills to stay ahead of the crowd. The online world moves very quickly, so the skills industry leaders are looking for this year probably won’t be what they’re looking for next year. If you aren’t constantly developing, you’ll end up moving backward.
Now is also a time to start a writer’s website if you haven’t already. A website isn’t necessary when you’re first starting, but it can be a way to fill up empty hours between clients.
The hardest thing about becoming a B2B writer is starting. After that, you just have to keep the momentum going.
