Content Types, Best Practices, & Top Metrics

What Is B2B Writing?

B2B writing, also known as business-to-business writing, is when one business writes content (like blog posts or case studies) for a target audience of other businesses.

The content should provide actionable advice to help an audience understand and solve their challenges.

For example, this blog post may be considered B2B content—Semrush is a business, and our readers are often other businesses.

The Purpose of B2B Writing

The goal of B2B writing is to provide valuable resources for potential buyers and current customers.

For example, a business searching for new software might find case studies helpful.

Why?

Because it will show them how the software can benefit their business.

On the other hand, current customers might find help guides useful so they can troubleshoot issues.

Beyond helping an audience, B2B content also helps businesses build brand awareness, increase conversions, and establish themselves as an authority.

B2B vs. B2C Writing

B2C (business-to-consumer) writing is where a business writes content for consumers.

B2C writing is often more casual and conversational. It tries to appeal to people’s emotions, dreams, and desires. Like how a travel company might tug at their target audience’s desire for adventure.

In contrast, B2B writing typically focuses on how a product helps with business challenges, like scalability and efficiency. And it tends to be more formal.

However, some brands may have both B2B and B2C audiences and will need to...