5 Important Types of B2B Writing Services to Master

From newsletters and case studies to technical writing and articles – there are a many types. of B2B writing services to master. But, but understanding why businesses use each of these formats, you can produce high-quality content that matches user intent, impresses your clients, and enhances search performance.

In this article, we’ll tackle the 5 most important types of B2B writing services, covering what role each plays in a content strategy, pointers for improving that style of writing, and key characteristics to include. While there are many more than 5 types, I’ve selected this group as they’re the types of B2B writing that are in high demand from businesses and drive revenue.

Let’s get right into it.

What Are B2B Writing Services?

B2B writing services are any written content that businesses use to sell their products, items, and software solutions to other companies. Instead of writing for individual consumers, B2B writing aims to capture the attention of those that represent entire businesses. 

For example, instead of trying to sell eCommerce clothing, you’ll be selling a year subscription of your B2B product demo platform to another enterprise. B2B writing services range from email campaigns and social media posting to technical writing and long-form white papers.

There are a few shared characteristics of B2B writing services across all disciplines, like a professional tone, clarity, and data-backed writing. By 2026, the B2B advertising and marketing industry will have reached a total estimated market value of $69 billion USD.

Figures like these go to show how much capital is behind B2B writing campaigns – enterprises looking for long-term solutions don’t mess around, and your content shouldn’t, either. Keep things clear, to-the-point, packed with information, and engaging.

What’s the Difference Between B2B vs. B2C Writing?

The central difference between B2B and B2C writing is the intended audience. In Business-to-Business writing, one company is aiming to sell to another. In Business-to-Customer writing, a company is selling to an individual consumer.

This difference is the turning point that leads into other core distinctions - writing tone, content structure, vocabulary choice, and so on, are all products of the shift in audience. Here’s a quick overview of the main distinctions you’ll find between B2B and B2C writing:

	B2B Writing Services	B2C Writing Services
Audience	Decision-makers in an enterprise environment that can greenlight the purchase of the subscription to or purchase of a new business solution.	Individual consumers and members of the general public that are looking to purchase products for themselves or others.
Tone	Deeply professional, authoritative content, packed with information, and results-oriented.	Conversational, emotive, engaging, and friendly.
Purpose	Build authority and trust in an industry sector, improve brand visibility, and educate potential customers on why a product is right for them.	Drive impulse purchases, improve customer interest, and entertain.
Content Length	Leans toward longer content and favors more in-depth writing.	Leans toward short, snappy content that makes short-term impressions on customers.
Sample Formats	White papers, case studies, and long-form articles.	Social media ads, product descriptions, and promotional email campaigns.

Of course, it’s important to note that there is a level of generalism in these divisions. After all, a B2C business can use formal, professional content, while a B2B SaaS company can certainly employ a conversational, down-to-earth style of writing.

But, for the most part, these are the major differences between B2B and B2C writing.

The 5 Most Important Types of B2B Writing Services

Every type of B2B writing service has a specific function. You might write a long-form article to enhance SERP visibility, build your authority, and improve customer trust in your brand. On the other hand, your technical writing might speak to your established audience, offering them unique and useful insight into how to use your products to the best of your ability.

Understanding what each form of business writing does is the first step to mastering them. Here are the seven most important types of B2B writing services to focus on (and why we use them):

• Articles

• White papers and eBooks

• Case Studies

• Thought-Leadership

• Technical Writing

Let’s break each of these down further. 

Articles

Long-form, short-form, FAQ, or in-depth – articles are the main pillar upon which most B2B writing stands. B2B articles are any written content that a company creates and distributes for other companies to read. Depending on the specific industry a company works in, the style and form of these articles can vary extensively. Some may seek to inform or engage their audience, while others may want to persuade potential business clients to consider their services or solutions. 

Part of what makes B2B articles so versatile is their ability to fit into any part of the content funnel. Here’s how they can work at each stage:

• ToFU Content: Top-of-the-Funnel B2B content aims to improve brand visibility, authority, and consumer awareness. This content is broader B2B writing that offers an extensive oversight of core topics related to your business and industry. A long-form B2B article that goes into detail on a useful topic for your customers is the call here.

• MoFu Content: Middle-of-the-Funnel B2B content is aimed at consumers who are familiar with your brand but who haven’t yet made the leap to convert. MoFu B2B articles should educate your audience, with the best content being information-heavy guides, tutorials, and thought pieces that position you as an expert in the field. 

• BoFu Content: Bottom-of-the-Funnel B2B content is the final push that consumers need to finally convert. B2B BoFU articles are going to be customer stories, short product reviews, and anything else that shows why your solution is the right one for your audience.

Understanding the customer intention behind each one of the B2B content funnel stages ensures that your article content meets the consumer exactly where they are with your brand. If you’re writing BoFu content en masse, then a ToFu customer is going to think your brand is overly salesy and lacks depth. 

Be sure to include every type of B2B article content in your content funnel to ensure every customer experience is fluid and free from gaps. 

Source: The Content Marketing Funnel

White papers and eBooks

White papers and eBooks are two types of B2B writing that err on the longer side. Their main purpose is to offer an extended piece of writing, often with graphs, statistics, and other supporting materials, to educate customers on a certain area. Many companies release a State of Industry Report each year, or even every quarter, with insightful statistics they’ve collected over that period.

White papers and eBooks should use a more formal register than other styles of B2B writing and aim to educate as much as possible. Depending on the specific topic of the eBook or white paper, this long-form B2B writing could extend upwards of 20-50 pages. 

This type of B2B writing service is useful for several core reasons:

• Builds Authority: Demonstrates your brand as a leading expert, with its own perspectives and data to back it up.

• Works as a Lead Magnet: Most white papers and eBooks are gated content, which requires an interested user to enter their email address to download or receive the content. This can be a powerful strategy to build business email lists.

• Streamlines Link Building: Businesses that regularly publish their own State of Reports or private data quickly become industry favorites for other writers. As you link back to sources you come across in your research, you may end up sending backlinks over towards these pages.

Mastering white papers and eBooks is especially important if you work in technical fields or enterprise environments. Enterprise clients tend to use this type of B2B writing to achieve the three benefits above, while tech clients do so to share important technical information with their customers. 

Source: White paper I previously worked on for Revenera. 

Case Studies

Promises are one thing, data-backed results are another. B2B case studies allow your business to collect data from successful customer stories, collate and format the best samples, and then present those findings to potential leads.

Case study B2B writing should be:

• Fact-First: Stick to the facts. How much did your software improve conversions? What percentage of customers were extremely satisfied with your solutions? What was the total ROI of your product for the case study customer? Find your most impressive facts and stick to them.

• Concise: Where possible, cut out anything that isn’t directly relevant. Most customers aren’t going to read the fine details of these case studies, they’re going to skim. Because of that, you want to ensure they have a sleek reading experience, cutting writing down to its bare bones.

• Demonstrative: Infographics, bullet point lists, and bolded-date – these can all go a long way in enhancing the reading experience of a case study. Learn how to present data in the most effective way, and rely on visual reading where possible. People process visual data up to 600x faster than written information, capitalize on that fact.

• Heavily Structured: Case studies often follow a specific structure. A B2B case study will move through an overview of a problem, the challenge involved, the solution your brand offered, and the results of that solution. Sticking to familiar structures again helps to streamline the reading experience and improve how skimmable your content is.

• Results-Oriented: Again and again and again, return to the results of your case study. People don’t want to get bogged down in the details – turn to your results, what you achieved, and how you can do the same for the reader.

B2B case studies are exceptional BoFu content that help drive sales, improve conversions, and enhance your brand authority by showing you’re more than just some fancy marketing. 

Example of a case study

Thought-Leadership

B2B thought-leadership is one of the most important types of B2B content writing – and one that’s often overlooked. While long-form articles can enhance your visibility and improve your brand authority, nothing says expertise like having your C-suite at the forefront of the industry news. 

B2B thought-leadership writing comes in a few formats:

• PR Outreach: Many websites, like HARO, Featured, Quoted, and so on, allow journalists to post pitches on their noticeboards. Businesses can then respond to these pitches, offering a quote or a unique insight for their article in return for a mention and a backlink in the final post. This is a little-known form of thought-leadership, but one that is much more common than you’d expect. 

• Guest Posts: Guest posts, both on other industry sites and news websites, are useful ways of putting your C-suite figure in front of a larger audience. By ghostwriting a technical thought-leadership B2B article that offers a unique perspective on industry news or brings a unique take to the field, you can position your leadership figures as industry greats. If you build up a following for these takes, this can be a real gem for bringing traffic to your site.

• SME Guides: Subject-Matter Experts are anyone with a concentration of knowledge in one area. If your CIO or CEO can write (or, let’s be honest, have someone ghostwrite) an article on a technical topic, it helps to show the industry that your company knows what it’s doing. This strategy works even better if you have hands-on knowledge that you can share that will actually help readers learn something new or expedite their own workflows.

In our era of LinkedIn thought leadership, it can help to stand out from the crowd with hard-hitting, insightful, and thought-provoking B2B writing. 

Source: Thought leadership example published on Forbes Council

Technical Writing

While not all B2B industries are tech-oriented, every single one can benefit from technical writing. Technical B2B writing is a type of content that is aimed at experts in your field. Whether you’re working in cybersecurity or HR, there is always room to create high-quality technical writing.

The aim of technical writing is to demonstrate expertise by breaking down an extremely complex part of your industry into easy-to-understand blocks. The specifics of this will vary across every industry, but converge on the idea that this writing should turn something difficult into something easy to understand.

Technical B2B writing is essential to master, as understanding how to produce this content is what sets apart a good writer and a great one. Technical writing is also the highest-paid content, according to the State of Freelance Writing Report.

If you master technical writing, you’ll be able to deliver high-quality content to your clients (and charge for it, too).

Source: Example of B2B technical writing for AWS

Other Types of B2B Writing Services

While the five types of B2B content writing I’ve covered above are the main ones that you should seek to master, that’s not everything that’s on the list. There are other styles and forms of B2B writing that are useful to have experience with.

Here is a full list of additional B2B writing services that you may come across:

• Email campaign writing

• Social media writing

• Newsletters

• Proposals and pitch decks

• Product descriptions

• Product demo scripts

• Industry reports

• Press releases

Characteristics of High-Quality B2B Writing

Across the various types of B2B writing services that enterprises use, the exact style, tone, and intended audience will vary. However, despite that, there are still a few central characteristics that all high-quality B2B writing should exhibit.

The best B2B writing is:

• Written By Humans for Humans: It’s easy to get bogged down in the SEO-olypmics when writing B2B content. And, don’t get me wrong, SEO strategy is a vital part of digital writing. However, it should always be a writer’s secondary priority. The first should be writing to give a human reader the best possible experience – whether that’s quickly moving through key points or breaking down technical concepts into comprehensible building blocks.

• Well-Structured and Consistent: The last thing you want when a user finishes reading your article is for them to come away with more questions than they had to begin with. The best way to avoid this is by creating a clear structure across your writing. Start with the central definitions and topics, zoom out to broader information, and finally come back in to answer any potential queries a reader may still have. (If this sounds familiar, it’s because this article you’re currently reading has done just that).

• Free from Errors: Grammarly, QuillBot Spell Checker, and the list goes on. There are hundreds of spelling, punctuation, and grammar checking tools online that you can turn to. Nothing detracts from a B2B brand’s professionalism and authority like a glaring spelling error in your first paragraph. I know it can be a pain to go back through work once you’ve finished, but it is always worth the extra effort.

• Tailored to the Audience: B2B writing services are an extremely broad category. While some things will work for one company, they could fail to connect with the audience of another. Always research your audience, discover what content they want, and align your tone, style, and content with that search intent.

While these were a few lightning tips, they’re more than enough for any business writer to hit the ground running. 

B2B Writing Services Made Easy

If you’re looking to simplify the process of creating high-impact B2B writing that your customers (and SEPRs) love, then you’re in the right place. With over a decade of experience, I’d love to help take your brand and transform your online presence with targeted business writing.

Whether you want to create a knowledge hub of technical articles for your SaaS product or need a little extra help with some long-form thought leadership, I’m always just a message away.

Reach out today to get started.