Why are so many of you reading this? If you’re like me, it’s because you’re trying to write for a business audience. Maybe you’ve been tasked with writing content for an audience that doesn’t love tech or doesn’t care about it at all. Maybe they’ve got no interest in tech and would rather read about something else entirely. In any case, it seems like writing for a B2B audience is harder than writing for any other type of audience out there—and I’ll tell you why:
Know the business goals.
The first thing you should do is figure out what business goals your client wants to achieve with the content you’re writing. You can do this by asking them:
- What is the goal of your company?
- What is the goal of this product or service? (And related products and services, if applicable.)
- What are the goals of your target audience? How can you help them achieve those goals?
Understand the tech and the industry.
This tip is simple and obvious, but it’s worth repeating. Understand the tech and the industry.
Tech changes quickly, and industries can be complex. When you’re writing about technology that’s unfamiliar to you, it’s easy to get lost in jargon or lose sight of how new developments affect your audience. If an editor asks me to write about something I don’t understand well enough on my own, I’ll do some research first so I can write confidently and accurately during our conversation together.
Also important: Know what makes a good story within this context—what kind of reader would be most interested in reading about this topic? You’ll have the best chance at success when you target your content toward those readers’ needs rather than trying to please everyone at once (which is impossible).
Think like a storyteller.
As a tech writer, you’ve got to think like a storyteller. You’re writing for your audience, not just yourself. So tell them stories that they want to hear and engage with.
Write in a conversational tone—you can be casual without being sloppy and informal without being too casual. Think about what you would say around your colleagues or friends if you were trying to explain how something works (and then do it).
Use active voice, strong nouns and verbs, short sentences and paragraphs; use bullet points so readers can easily scan the text for key takeaways from each section of the article.
Write well and write more.
So the next time you’re in need of a quick and easy fix for your company’s content needs, consider outsourcing your writing to an expert. You’ll be glad you did.
And when it comes down to it, there’s no way around the fact that writing more is one of the best ways to become a better writer. In fact, I would go so far as to say that 99% of all things being equal (including talent), the person who writes more will always win out over their competition.
Know the business, tell a good story, and write well!
The best way to nail B2B tech writing is to know the business, tell a good story, and write well.
- Know the business goals
To understand what you’re writing, you have to know where it fits into your organization and what the needs of your audience are. In order to do that effectively, you need to have an understanding of both your own company’s goals and those of your customers or clients. Your reader won’t be able to connect with your content without this understanding—they won’t care about what you say if they don’t see how it helps them achieve their own goals or meet their needs.
And now you know the basics of B2B tech writing. We hope this guide has helped you understand the importance of these three key principles—knowing your audience, knowing their business goals and needs, and telling a good story—when writing for B2A tech companies. Remember to use short sentences and easy-to-read wording that will make it accessible for everyone involved!