Blog > Copywriting > What Do Copywriters Do for B2B Creative Agencies?

What Makes a Great B2B Copywriter?

September 20, 2022
min read
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Do you know what a copywriter does?

“Yeah. Write!”

While this is obviously true, copywriters do much more than just write. Especially in B2B marketing. From your next best email marketing campaign to those freshly designed landing pages, to helping you define your long-term goals, copywriters are an integral part of the marketing process.

They take your target audiences and strategize the best way to reach them with words. This is much simpler in B2C marketing, but in the B2B world, writers toe a line, a line between tone, target audiences, word count, and making sure that their words resonate across all marketing channels.

In this blog, we’re going to explore what copywriters do for B2B creative agencies and why you should look into investing in one.

What do copywriters do?

Copywriters come in many different shapes and sizes. What marketers need to understand is that not all writers do the same thing or even specialize in the same thing. Like most creatives, copywriters typically have a niche that can vary widely depending on the industry.

B2B copywriters don’t have to have experience in the industry that they are writing for, but they should at least understand the target audience. They are responsible for writing copy that generates interest in the client’s target market. 

These creatives work closely with the marketing team to create marketing collateral like: 

  • Case studies
  • White Papers
  • Email marketing campaigns
  • Catchy phrases
  • Video scripts
  • Articles and blogs
  • Social media marketing
  • Brochures

The list goes on. A good copywriter should be able to adopt the right tone and strategy to ensure that whatever they write is both appropriate for the industry and will resonate with potential customers. 

If graphic designers create the visual identity of your brand, copywriters create the voice and ensure that you are louder than your competitors. This is especially important in saturated spaces like tech, for example.

What is a B2B creative agency?

Believe it or not, a B2B creative agency differs from its B2C siblings. While on the surface they seem the same, if you pop the hood and look inside, you’ll notice some key differences. 

While they both focus on helping clients gain a stronger foothold, B2B creative agencies cater to clients that sell to other businesses. This means that instead of selling to Becky or Jordan, their clients sell to businesses like Coca-Cola and Amazon. 

B2B creative agencies help decision makers understand who to target, when to target them, and the best marketing strategies to generate leads. This is primarily done through great content marketing and digital marketing strategies. 

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A copywriter’s job in B2B agencies

Copywriters write content based on the audience that the business is targeting. In the B2B world, the writer needs to understand the job titles and industries that their clients are aiming for. For example, let's say that a team of copywriters works on a healthcare client’s blog content. 

The client is a healthcare tech company, so they will likely sell to CIOs and CTOs at large hospitals. The copywriter is tasked with understanding the CTO and CIO’s unique pain points, and crafting copy that will resonate specifically with a CIO in the healthcare space.

Addressing pain points is a huge part of what B2B copywriters do. They are tasked with writing content that addresses a problem without overtly selling to the audience. B2B copywriters constantly toe the sales and marketing line, writing copy that engages, addresses concerns, and directs prospects to a call to action. This call to action helps in the purchase decision process.

What makes a great B2B copywriter?

A great B2B writer doesn’t have to have decades of experience in the B2B space, but they do need to understand sales psychology and what drives customers to that call to action. 

Being a great writer doesn’t automatically make someone a great copywriter. Copywriters, especially in the B2B world, have to know their market and what makes their client’s customers tick.

It’s about more than just words on paper, it’s about strategizing with keywords, meta descriptions, and having a solid grasp of the audience and language that you are writing in. B2B Copywriters need to understand more than just great marketing strategies, they need to grasp sales language, too. 

The thing that separates great copywriting from just okay copywriting is the ability to put yourself in a client’s shoes and truly understand why they would want to keep reading a blog post. Why they would want to click on that ad, and what cheeky line will ignite their interest enough to open an email. 

You need a B2B copywriter

If you are a business that wants to get that extra leg up on the competition, then you need a B2B copywriter. 

Ready to amplify the voice of your brand? Try Designity with a risk-free two-week trial!

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About the author:
Kat Calejo
Senior content writer- Designity
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