B2B Content Writing in 2023: Challenges, Trends and How to Create Cutting-Edge Content
Hey there! As a fellow marketing pro, I know you’re always looking for ways to maximize the impact of your B2B content. You want to educate and engage prospects, drive conversions, and stand out from the competition.
But creating content that consistently hits the mark is tough. Complex topics, rigid buyer personas and long sales cycles all make B2B content creation uniquely challenging.
In this in-depth guide, we’ll explore the current state of B2B content writing, including:
- The value delivered by quality content (hint: it’s tremendous!)
- Specific struggles and roadblocks B2B writers face
- The skills that set pro B2B writers apart
- Actionable tips to improve engagement
- Emerging trends that will shape content success
Let’s dive in!
Why Invest in B2B Content Writing?
Before covering the hurdles, let‘s discuss why B2B content is so critical for modern businesses.
While consumers flock to flashy influencer posts and viral social videos, B2B audiences have different needs. They want substantive, insightful content that educates them and builds trust.
B2B content delivers tremendous value:
- 60% higher lead conversion rates – Content dramatically improves lead quality
- 57% shorter sales cycles – Good content nurtures prospects faster
- 72% more leads per month – Consistent publishing drives exponential growth
No wonder that in 2022, 94% of B2B companies have dedicated content marketing budgets. Andspend is increasing across the board:
Source: Demand Metric B2B Content Marketing Reports
With the right strategy, B2B content generates tangible pipeline and revenue. But executing that strategy consistently is tough.
Why Writing Amazing B2B Content is So Challenging
Despite huge potential value, effective B2B content remains difficult to pull off. Some core challenges include:
Niche Topics – B2B writers must deeply grasp complex products and industries. As copywriter [John Doe] put it, "You can‘t fake subject matter expertise. Audiences want insider insights."
Rigid Buyer Personas – B2B pieces often aim to resonate across multiple roles in the buying process. Appealing to IT managers, engineers and CFOs in one piece is tricky.
Long Sales Cycles – Months-long B2B sales processes mean content must nurture leads over extended timeframes. Instant sales are unlikely.
Limited Engagement – Unlike social content, B2B audiences only consume content to serve direct needs. Breaking through the noise is an uphill battle.
Unclear ROI – With so many moving pieces, directly tying content to revenue remains difficult for most B2B marketers.
Creating shareable, trustworthy content across months-long buyer journeys is a tall order. For many B2B brands, working with specialized content agencies makes the most sense.
In-Demand Skills for Cutting-Edge B2B Writers
To overcome modern content challenges, today‘s most in-demand B2B writers boast a robust mix of both hard and soft skills:
Subject Matter Mastery – Deep industry experience trumps writing skills alone. Readers crave insider perspectives over generic advice.
Analytical Thinking – Top creators synthesize complex ideas and translate data into compelling narratives.
Creativity – Even text-heavy pieces benefit from visuals like charts, Q&As and info boxes.
Storytelling – Personality and narrative arcs help dull topics engage audiences. B2B still needs great stories.
Research Abilities – Following the latest trends and competitive developments is crucial for fresh takes.
The most effective modern B2B writers marry subject expertise with multimedia content skills. They deliver research-backed insights in engaging formats optimized for their audience.
Crafting Cutting-Edge B2B Content: 5 Pro Tips
Ready to step up your B2B content game? Here are five proven tips to create content that converts:
1. Always Listbuild
Don‘t give away the farm for free. Gate premium content like ebooks and toolkits behind lead capture forms. Offer value in exchange for contact info.
2. Get Visual
Support complex topics with charts, interactive graphics and relevant images. Break up walls of text.
3. Promote Content Relentlessly
Dedicate time for amplification on social media, email nurturing and paid ads. Repurpose content into new formats.
4. Obsess Over Data
Analyze metrics like click-through-rates, time on page and conversions to identify high-performing content. Double down on what works.
5. Interview Internal SMEs
Develop subject experts as thought leaders. Profile them in written and video content to build credibility.
Now, let‘s move on to the tools and tactics that set pro B2B teams up for content success.
Technologies and Strategies for Content Excellence
To smooth content workflows and maximize results, leading content teams adopt tools like:
- Content management systems (CMS) – Centralize writing, approvals and distribution.
- Editorial calendars – Plan content types, topics and promotion schedules.
- Content collaboration – Smooth workflows for cross-functional input.
- Production scheduling – Map resource needs across writers, strategists and designers.
- Marketing automation – Nurture leads based on content engagement.
- A/B testing – Test headlines, copy and designs to optimize engagement.
| Content Creation Tools | Key Features | Pricing Tiers |
|---|---|---|
| Tool 1 | Collaboration, workflow management | Tier 1, Tier 2, Tier 3 |
| Tool 2 | Editorial calendar, analytics | Tier 1, Tier 2 |
Automation tools like AI writing assistants can supplement human-created content as well.
The Future of B2B Content Writing
Where is B2B content marketing headed in the coming years? We asked industry experts to weigh in:
"Interactive content like online tools, quizzes and calculators will be critical for engagement," predicts [Content Marketing Agency CEO].
"It‘s all about video," says [Top Analyst]. "Combining written content with true video content strategy is the future."
No matter the tactics, B2B content‘s foundational role will only grow. To cut through the noise, brands must deliver value and insights their audience truly craves in formats that resonate.
Want help creating B2B content that converts and captivates? [Book a strategy session with our team of B2B writing experts].
Key Takeaways: Win at B2B Content in 2023
- Invest heavily in content to drive leads, build awareness and nurture prospects
- Overcome limited engagement and unclear ROI with savvy strategies
- Partner with specialized B2B content pros armed with the right skills
- Optimize content with promotion, analytics, testing and responsive formats
- Video, interactivity and automation will shape content innovation
What B2B content challenges are you facing today? Let‘s talk about how to overcome them. With the right strategy and expertise, your content will educate audiences and catapult business growth to new heights. The expertise is out there – it‘s only a matter of connecting with the right partners.
