Learning how to write about B2B technology effectively can be tough. Not only does B2B writing require a different approach than most B2C content, but technology can be quite a complex and dry topic, making engagement harder to achieve.
It can be difficult to know how to walk the line between using the right, focused language to speak to your target audience, and peppering your content with too much jargon. Get your B2B content writing strategy right, and you can produce an immersive, informative asset capable of establishing thought leadership and industry impact.
Fail to follow the right guidelines with your content production, on the other hand, and you could end up as just one of countless underutilized tech blogs on the web today.
So, how do you write about B2B technology effectively?
Defining your B2B Technology Content
B2B technology content is any content produced for a Business to Business audience, with a focus on the technology industry. Usually, the purpose of this content will be to attract the attention of your target audience, share valuable information, and encourage positive action (like conversions).
Written technology content can be extremely useful because it helps to highlight your knowledge in an immersive, and professional manner, while giving you more potential to rank from an SEO perspective. Written B2B tech content might include:
- Blog posts and articles
- Case studies
No matter what kind of technology content you produce, your focus should always be on delivering high-quality pieces capable of delivering genuine value to your target audience. You’ll also need your tech content to be consistent, so it helps to cement your brand’s identity in the eyes of customers.
Here are some top tips for writing B2B technology content correctly.
1. Get to Know Your Audience
Any kind of writing will always be more successful if you know who you’re writing for. Getting to know your target audience is extremely important when you’re dealing with B2B brands, and specific niches like technology as you’ll need to think about what kind of language they expect you to use, and what kind of knowledge they already have in the space.
Think about how familiar your audience is likely to be with technical jargon and specific terms, and what kind of voice you should be using in your content. Next, consider what your audience most wants to get out of your content. Are they looking for a solution to a problem? Do they need help understanding how software like yours can work to benefit their business?
The ideal content should speak your customer’s language and give them exactly what they’re looking for when interacting with your brand.
2. Do Your Research
This might seem obvious, but when you’re writing about a specific topic like technology, your customers will expect you to have a certain degree of existing knowledge. Your aim here is to present yourself as a thought leader with a deep knowledge of your industry.
Even if you think you know everything about the topic you’re going to cover, it’s best to do some extra research. Gather some facts and statistics from your company and the wider market. Use quotes and evidence to support whatever claims you’re making.
Before publishing, double-check everything you’re saying is accurate. You can also use your research time to think about the angle you’re going to use for your content. For instance, are you telling a story, writing a how-to guide, or predicting something? Experimenting with different angles can help you to produce more interesting pieces, particularly when everything is backed up with research.
3. Show, Don’t Tell
When you’re writing a blog piece about a technology solution you can offer, it’s often a good idea to follow an old writing rule: show don’t tell. Rather than just telling your customers everything your product can do, start by introducing a specific problem, then show how your company can fix the issue. This creates a more immersive storytelling experience.
For instance, you might start your blog post about Microsoft Teams apps with an introduction into the Microsoft landscape, then follow up with a problem your customers are having (building their own apps). You can then discuss methods of overcoming this problem, including working with your business, and exploring other strategies (like checking out Microsoft documentation).
Show how each method for solving the issue works, with a focus on making your offering seem like the best option, then finish the piece with a CTA (Call to Action).
4. Know Your Tone
As mentioned above, technology can be a bit of a dry topic at times, depending on what you’re writing about. Additionally, when you’re trying to connect with a sophisticated B2B audience, it’s easy to get a little too high-brow with your content.
With that in mind, try to keep the tone and personality of your company in mind. Keep your brand guidelines on-hand so you can match your writing to the vibe you’re sending out with your other marketing and communications.
You can also consider adjusting the tone for the medium. People are more likely to expect informal writing and colloquial terms in a blog post than they are in a whitepaper. Think about what your audience is most likely to expect from you.
5. Remember to Optimize
Finally, whatever you’re writing about, and for whatever audience, you need to make sure your content is appropriately optimized. Consider the search intent of your audience when you’re writing and remember to add keywords to help improve your chances of being found in the search engines
It’s also worth adding pictures and other elements to your blog post to help break up some of the sections and guide your reader through the piece in an engaging and interesting way. By the time they reach the bottom of your blog or article, they should see a CTA encouraging them to do something else, like sign up for your newsletter, or arrange a call.
Before you publish anything, remember to double-check you’re fully SEO-optimized, that all of your links work, and that there are no grammatical errors which could have a negative impact on your brand reputation.