Most B2B websites – if they want to incorporate content marketing into their overall marketing strategy – should have lots of informative content on their websites aside from the usual business content.
A slight problem is some executives and decision makers are too busy to go through lengthy chunks of text and some want to do lots of reading before they can decide in your favor. So you have to keep your business partners in mind while creating content for your B2B website.
To handle this problem you can either organize your content in such a manner that it can be contracted and expanded according to convenience, or you can create excerpts and detailed descriptions separately and your prospective business partners can go through them according to their preference. But be sure that even in your excerpts you provide all the necessary information that they require in order to make a decision. Preparing an excerpt doesn’t mean you leave the critical details.
You also need to be well versed with the language within your business sector. Professionals working within your particular niche are used to certain jargons and terminologies and they also have phrases that make them feel more comfortable while going through your content. If you really want to convince them that you are the person or business they ought to be working with then you have to speak their language. It is not as difficult as it sounds. If you are a professional well-versed with your industry lingo there is no problem, but if you’re totally new a little bit of research can help you. A language is after all a language, you just need to use some words here and there to convey that you are writing as an insider.
In order to achieve this you can create a separate list of words and expressions that are common in that particular business. Then practice using those words and expressions while creating random sentences and paragraphs (but make sure that they make sense). Very soon you will feel comfortable talking in a language particular to a B2B section.
This will also help you search engine optimize your B2B content because professionals belonging to that business use particular terminologies and search expressions.
Writing content for B2B websites is not markedly different from writing for other websites (technology, general interest, news, etc.) you just need to get acquainted with the language and you must also know what the decision-makers want to read before going ahead with the business.