Both copywriting and marketing are fluid practices that change over time. A good example is B2B copywriting. How has B2B copywriting changed over the years? It has changed in very tangible ways since the introduction of the internet as a public network. Even in the years Connotations has been in business, we have seen things evolve.

It might be helpful for you to understand some of the more dramatic changes. Why? Because they affect you as a Connotations client. Understanding how B2B copywriting is different today compared to what it was just a few years ago may help you better understand how you can utilise our services to grow your business.

Marketing Channels Have Increased

Saying that digital technology is expanding rapidly is like saying the smartphone is now the dominant mobile device among millennials. It is something we all know. One result of the fast-paced expansion is that marketing channels are increasing exponentially.

B2B copywriters today have to be able to produce content for numerous mediums simultaneously. One form of content goes on the customer’s website while related, but separate, content must be created for social media channels. There are also press releases, case studies, and even white papers to consider.

Copy Is More Trusted Than Sales Reps

One of the more remarkable changes we have observed over the last few years is the power of content to drive sales. It used to be that buyers relied mainly on a company’s sales force to provide the information they needed to make purchase decisions. Buyers are now more likely to trust online content over sales reps.

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This new way of finding information puts a lot more responsibility on B2B copywriters to create truthful, compelling, and persuasive content. It is no longer enough to offer basic descriptions of products and services and leave it at that. Copywriters have to make the case that what their clients are offering is superior to the competition in every way.

Communications Are More Social

One would think that buyers communicating with sales reps would be extremely social. It is, but in a very different way now that social media has taken hold. It turns out that buyers now prefer to communicate through social media channels rather than talk with sales reps over the phone. They can use social media on their time rather than being interrupted by a phone call or having to deal with a long email.

From a copywriting standpoint, this means content creators need to be especially adept at social media. If a copywriter cannot push the right social media buttons, the communications battle will be lost. Buyers will go elsewhere.

Research Is Where It All Starts

Lastly, and perhaps most importantly, is the reality that research now plays a fundamental role in who buyers eventually deal with. When a business needs a product or service, buyers no longer scan business directories and make random phone calls. They start by doing hard-core research into a small number of companies capable of providing what they need. Based on that research they narrow down the list of potential candidates.

Modern B2B copywriting demands that B2B content be as informative as it possibly can. Buyers are looking for facts, not fluff. They are looking for tangible information, not platitudes and industry jargon. It is a terrible mistake to use B2B copywriting as a way to impress rather than a way to offer tangible information that will boost a company’s chances of being on a buyer’s shortlist.

Connotations writers have taken note of the way B2B copywriting has changed in the years since we have been in business. We strive to stay abreast of current trends so that we can always serve our clients to the best of our ability. If you would like to know more about our B2B copywriting service, feel free to get in touch with us today.

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