Content Strategy Basics
While often used interchangeably, content writing and copywriting serve different purposes in a marketing strategy. Both are critical for B2B: content builds authority; copy drives action.
- Content writing focuses on informing, educating, or nurturing the audience over time. It’s typically longer-form and designed to build trust, authority, and organic traffic.
- Examples include:
- Blog posts
- Whitepapers
- How-to guides
- Case studies
- Technical resources
- This type of writing helps establish your company as a thought leader and supports SEO by answering your buyers’ questions at different stages of the journey.
- Examples include:
- Copywriting is all about driving action. It’s persuasive, concise, and focused on motivating the reader to take the next step—whether that’s clicking, calling, downloading, or buying.
- Examples include:
- Ad headlines
- Landing page copy
- Email subject lines
- Product descriptions
- CTAs (calls to action)
- Great B2B copy speaks directly to the buyer’s pain points and decision-making triggers—especially when dealing with technical or high-ticket offerings.
- Examples include:
Because today’s buyers—especially engineers, procurement teams, and plant managers—do their research online. Strategic content:
- Answers technical questions
- Positions your business as an expert
- Improves SEO and discoverability
- Supports the sales team with helpful resources
Quality > Quanitity
For most B2B companies:
- 1–2 quality blog posts/month is enough to build momentum
- More important than volume is ensuring each post is keyword-optimized, informative, and targeted to a relevant audience segment
Writing for technical audiences requires a balance of accuracy and clarity. The goal is not to “dumb it down,” but to make complex ideas easy to understand and act on.
Here’s how we do it:
- Prioritize clarity over jargon: Technical readers appreciate precision—but they’re also busy. Overuse of industry buzzwords, acronyms, or insider terms can slow comprehension
- Use plain language wherever possible
- Define technical terms the first time they appear
- Structure copy so readers can scan key points quickly
- Focus on How It’s Used—Not Just What It Is: Specs matter—but they’re not the whole story. Effective content shows how your product solves a problem in context:
- Explain what the feature does and why it matters
- e.g., “Corrosion-resistant coating reduces downtime in coastal environments”
- Highlight use cases and real-world applications
- Tailor messaging to the buyer’s job function (engineer, buyer, maintenance lead, et
- Align with how the audience uses the product or service, not just what it is
- Explain what the feature does and why it matters
- Use Metrics, Visuals & Structure to Aid Understanding: Engineers and technical professionals often prefer data and structure over fluff. That means:
- Include tables, charts, specs, and certifications where relevant
- Break up dense paragraphs with bullets and subheadings
- Use diagrams, infographics, and photos to explain processes or assemblies
- Work with Subject Matter Experts (SMEs): Accurate content builds trust. We collaborate directly with your engineers, project managers, or technical sales reps to:
- Translate product knowledge into plain English
- Identify differentiators that matter to buyers
- Ensure every claim is supported by data or real-world experience
- Turn Complexity Into Confidence: The real skill in writing for technical audiences is simplifying without oversimplifying. That means:
- Distilling key points for decision-makers while keeping details accessible for engineers
- Focusing on clarity, outcomes, and next steps
- Giving readers confidence in your solution—regardless of their technical background
Copy is what guides your visitor from interest to inquiry. Effective B2B website copy:
- Clearly communicates what you do and who you serve
- Uses benefit-led headlines, not just technical specs
- Includes calls to action (CTAs) that align with different buyer stages (e.g., “Request a Quote” vs. “Download Brochure”)
SEO & AI Integration
High-quality content helps you:
- Rank for industry-specific keywords
- Answer questions your buyers are already Googling
- Build topic authority through internal linking
Without content, your site has little opportunity to be discovered organically.
Yes—with limitations. AI tools (like ChatGPT or Jasper) can help:
- Draft outlines
- Generate ideas
- Repurpose existing content
But they shouldn’t replace human editing, especially for niche, regulated, or technical topics. Use AI as a writing assistant—not a final author.
- Technical how-to blog posts
- Application-based case studies
- Buyer’s guides
- Product comparison charts
- Engineering calculators
- Maintenance checklists
- Troubleshooting content
- “What to Expect” service overviews
Repurposing & Efficiency
Yes, and you should! For example:
- Turn a blog post into a LinkedIn carousel
- Turn a whitepaper into a series of email tips
- Turn a YouTube video transcript into a blog post
Repurposing saves time and reinforces consistent messaging across channels.
To create balance, you should focus on:
- Using plain language where possible
- Breaking up copy with headers, bullets, and visuals
- Including technical details for engineers, but explaining benefits for decision-makers
The goal is to educate without overwhelming—especially in long sales cycles.
- Buzzwords like “cutting-edge” without context
- Overuse of jargon no one outside your org understands
- “We” language—focus on the buyer’s needs
- Generic CTAs like “Learn More” (unless paired with value)
Content Measurement
Success depends on the goal of the content—whether it’s to drive traffic, generate leads, or support sales. Here’s how strategists typically measure performance across the funnel:
- Top-of-Funnel (TOFU) – Awareness & Traffic
- Content Type: Blog posts, educational videos, SEO landing pages
- Key Metrics:
- Organic traffic (from Google Search Console or GA4)
- Impressions & clicks (from search results or social media)
- Engaged sessions (sessions that last longer than 10 seconds, include a conversion, or multiple page views)
- Time on page & scroll depth (to gauge content engagement)
- New vs. returning visitors (to track growth in new audiences)
- Mid-Funnel (MOFU) – Engagement & Consideration
- Content Type: Case studies, technical guides, whitepapers
- Key Metrics:
- Downloads or form fills
- CTR from email or social campaigns
- Page conversion rate (how often content leads to contact or form submission)
- On-site behavior (e.g., visiting product pages after reading a blog)
- Bottom-of-Funnel (BOFU) – Conversions & Sales Enablement
- Content Type: Comparison charts, pricing pages, spec sheets, landing pages
- Key Metrics:
- Qualified leads generated
- Sales team feedback (Was the content helpful in closing?)
- Content-assisted conversions (using GA4’s conversion path or attribution reports)
- Download-to-opportunity or MQL-to-SQL conversion rates
- Google Analytics 4 (GA4) – for traffic, engagement, and conversion tracking
- Google Search Console – for impressions, rankings, and keyword visibility
- Marketing automation tools (e.g., HubSpot, Pardot, Mailchimp) – for email and nurture campaign performance
- CRM platforms – to track how content influences lead quality or closed deals
- Heatmapping tools (e.g., Hotjar, CrazyEgg) – to see how users interact with your content visually
Content marketing is a long game—especially in B2B and industrial markets.
- SEO results can take 3–6 months to gain traction, depending on competition and domain authority
- PPC or email campaigns with content offers may deliver leads faster, but need follow-up nurturing
- Evergreen content (e.g., “How to Choose the Right Industrial Mixer”) can continue driving value for years with minor updates
The key is to track progress, adjust based on performance, and optimize content over time—not publish and forget.
