What to Look for in a Copywriting Service: The B2B Marketer’s Guide

copywriting service for b2b

A copywriting service can feel like the nice-to-have luxury. Anyone may write content, right? There are so many other important places in order to allocate your budget

If you’ve gone down this line of thinking you’re not alone, yet we’re here to tell you that it’s a trap. A copywriting service pertaining to B2B companies is one of the most worthwhile investments you can make for your business.

Exactly why? Because reading your content is the first way potential buyers find out about your company. In fact , buyers are usually up to 70% of the method through their research prior to they ever reach out to a person about your solution.

If you lump copywriting into a job description for someone who isn’t specialized to create content that converts, a person risk losing leads plus ultimately hurting your sales results. In today’s electronic world, B2B copywriting isn’t a luxury, it’s an essential.

Quick Takeaways

  • B2B copywriters are quick learners who are able to manage multiple clients plus their individual needs.

  • B2B copywriters stay customer-focused, keeping the end goal of the content in mind.

  • Highly technical or even regulated industries may require the copywriter with more industry encounter.

  • The best copywriters have both strong technical skills and the ability to use empathy to resonate with audiences.

What to Look For within your B2B Copywriter

Quick Learners

B2B copywriters typically work for multiple clients in different industrial sectors. Their goals, brand tone of voice, style, and target audience will likely vary. To keep clients joyful and ensure their content is accomplishing its goals, B2B copywriters need to be quick research. They also need to be willing to put in the required work — particularly, taking time to get to know each client well and deliver based on their needs.


Staying customer-focused is key to successful B2B copywriting, and don’t just mean centered on the immediate client. B2B copywriters need to know their clients, but they also need to know the audience they’re writing for. Specifically, the client’s customers.

A quick look at the problems B2B buyers have along with marketing content shows how important it is for content to become relevant, direct, and aiimed at the customer needs.

B2B buyer issues with marketing content

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This expectation will go hand-in-hand with getting to know each client, but writers need to stay even more laser-focused on what will resonate most using their target audience.


Not all articles are created equal. The copywriting world is full of writers with different aspirations of their own, a not-uncommon scenario is authors looking to do copywriting as an in-between gig, a way to earn money on the side because they love to create, or as a means of making earnings while they work on their particular “real” project (we’re all writing a novel, aren’t we? ).

That’s not wrong innately, but it is important for B2B copywriters to understand that there are particular goals to keep in mind when they are developing content for businesses. It’s less about getting personally creative and more about hitting the topic points plus content KPIs outlined with the client.

Understands the Industry

This one depends. Like we stated, B2B copywriters are fast learners, and they definitely don’t need to be experts in every business they write for. Actually many writers enjoy taking on projects in fields they don’t know because it provides them an opportunity to learn something new.

That said, when you’re looking for a B2B copywriting service, you should be aware of the amount of existing knowledge you think your specific industry requires. If you’re in a highly regulated or specialized industry like law or even finance or government, you may look for someone who has some encounter in the field so you can be assured the content will meet industry specifications.

Attention to Detail

You see it on every job explanation out there, but when it comes to B2B copywriting services, attention to detail really is a must. Even more than B2C consumers, B2B buyers are looking for expertise and industry knowledge. They’re often performing research of their own about your company before they ever get in touch with talk to someone from your sales force.

This means your web content is often your first impression, poor writing can be the difference between capturing that prospect or sending them somewhere else. Grammar errors might seem harmless, can undermine your reliability and make a potential buyer think twice about your company.

When you look for a copywriter, you would like to find someone who you can be assured in to turn in consistently top quality, mistake-free content.

Ability to Shift Gears

Just as B2B copywriters must be quick learners, it is important they can shift equipment quickly as they move through project to project. Brand voice changes even between companies who operate in the same industry. Your copywriter should be capable of moving from project to the next quickly and effectively while addressing each client’ h goals, audience, voice, and overall needs

That Extra “Something”

This article from Radix Communications calls it wizardry, and we don’t disagree. The B2B world is competing, and your content needs to stick out and be unique. You want your own copywriter to have a knack for producing content that really resonates.

Hierarchy of B2B Copywriting Competencies

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Evaluating copywriters can be challenging, and Radix also published this really useful hierarchy of traits to look for in writers you are considering. It can be used as a directory for reviewing content or even shared with writers as a guide. Either way, it includes a balance associated with both the technical and emotionally-intelligent traits good B2B copywriters possess, providing a solid guide for recognizing good B2B content.

Finding a B2B Copywriting Service?

Marketing Insider Group has writers who can deliver high-quality content that delivers for your company, and they can perform it every week for the the coming year (or longer! ).

To learn more, read about our own Content Constructor Services or even schedule a totally free consultation nowadays.

The post What to Look for in a Copywriting Service: The particular B2B Marketer’ s Guide appeared very first on Advertising Insider Group .

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