B2B (Business-to-Business) is one of the core branches of E-Commerce. Just like every other kind of business, companies in this category require the services of copywriters.
B2B copywriting, therefore is the act of writing content, known as copy, which companies use to inform other companies about their products or services. This copy could be printed in paper documents, like brochures or manuals, or published online.
A lot of B2B copy is geared toward the early stages of the buyer’s journey (or the top of the sales funnel, if you prefer). This is the phase in which a potential buyer has realised they have a problem and are starting to think about possible solutions.
Writers create copy for this stage to help brands generate awareness among potentially interested buyers. This might mean writing copy for social media advertisements or SEO web pages which answer a question that people commonly type into search engines. It might also mean creating blog posts and other content that helps a brand establish itself as a trusted source of advice, or an executive as a thought leader in an industry.
The major idea is to educate readers about the problems they are facing and entice them to learn more about a solution, one of which may be the company’s products.