Content writing for B2B tech companies: fun. Using content to convert B2B leads: also fun?

If you’re hesitating, we won’t blame you — converting B2B clients is the most challenging task for marketing managers, especially in tech. 

When there are just so many products and services out there, selling your own brand of technology to a company might seem challenging  — but two key factors come in handy here. They're investing in: 

  1. Relationships in your tech niche
  2. The right types of B2B content

Some types of content work best to drive revenue — but to really accelerate your B2B sales cycle, you’ve got to leverage them, right? 

Read on to find out what makes for a winning B2B content strategy and how high-quality content writing is your key to generating leads in your B2B tech niche.


How to get started with your B2B content strategy


With new tech products emerging on the market at lightning speed, you’re likely wondering how to best position yours as go-to solutions among the competition.

Luckily for you, a few tried and tested B2B content marketing strategies stand the test of time — every time. 

Smart content marketing

The most successful B2B tech companies invest in content to market their own tech products — but how does content marketing attract potential customers? 

Content marketing brings the unique value of being inherently relationship-focused with customers and potential client partners. Content pieces designed for every stage of the marketing funnel educate customers about the benefits of your products, position your products as solutions to their problems and help convince them to make a buying decision. High-quality B2B content writing is authoritative, well-researched, easy to understand, and proves how products help people.

But before you begin creating content like this, you’ll need to build your brand expertise, authority, and trustworthiness as a whole. 
You always want to strike the right relationship with these company stakeholders — after all, people are more likely to buy from others they respect, admire, and trust.

And this doesn’t develop overnight.

Leveraging your community 

In your overall B2B content marketing strategy, your social channels can help you find other, similar brands, engage with their content, share their posts and support their efforts.

When this comes from a genuine, authentic desire to connect and work together, it’s going to earn you some excellent partnerships, client partners, links, and content engagement over time.

The principle of reciprocity is a powerful secret in the realm of community building. Use it wisely.

But when leveraging your community for marketing your tech products, don’t forget to engage with your existing users and followers continually.

Addressing their questions and providing them the support they need is what builds your brand’s expertise, authority, and trustworthiness over time.

This could mean:

  • Ensuring you’ve got a content strategy in place that addresses the needs of new, existing, and returning customers in your community.  
  • Practising social listening to get a pulse on what your community is doing, discussing and debating to find gaps you can fill with your industry expertise. 
  • Using social proof of the benefits of your tech products from existing clients to build your brand trustworthiness and authority. 

B2B brands are constantly on the lookout for similar others to partner with. So why not give them the best impression?

Affiliate programs

There’s nothing like encouraging brand engagement by endorsing their products yourself.

The best way to do this is as an official affiliate partner of the B2B brands you’re aiming to work with in the future. This is an important step towards building the long-term relationship and sense of trust and connectedness such brands look out for when considering building a working partnership.

Think about it: wouldn’t you want to do business with a brand that’s actively bringing you value and is a familiar name in your niche because of how they’ve engaged with your content? 

Most B2B companies include affiliate programs as part of their overall strategy. This is a smart way of monetising your online presence if you can successfully promote their products.

More importantly, this is how you can bring unique value to these companies by sending traffic, engagement and even conversions their way by using your platform to promote their products and services. 

Does your company have an affiliate program as well? If not, you might want to consider this as one step in your partnerships-building journey with other similar companies. 


Paid advertising

Well-structured paid advertising campaigns drive traffic to your website and help make sales.

They grab attention, work with social media algorithms to guarantee visibility, and reduce the stress of wondering “if” you’re going to reach your target audience and make it a case of “when.”

You can exercise way more control over who your ads target and gain granular insights from analytics tools on who’s most likely to convert from them. 

But here’s our suggestion: paid advertising should supplement your organic contentmarketing strategy overall. Ads attract attention, organic content maintains it and spurs customers further down the funnel.

A potential customer clicking on your ad is going to bounce from your website or social media page if they find it empty of organic content. Rather, content optimised to meet the needs of people is also a far more budget-friendly method of driving site traffic and increasing engagement with your products and services.

Content marketing also makes it more likely you'll reach your ideal customer — one who’s actually curious not just about your products and their benefits but also about your brand, what you stand for and whether you’d be a good potential client partner for them.

Networking and events 

People aren’t just more likely to buy from brands they respect and trust — but instead, people they respect and trust.

One great way to get this done? Participating in international and local tech conferences, seminars, workshops and events.

This helps you network with potential clients and client partners and get your brand name out into the world.

It also helps you get a feeling for what’s going on in the ever-changing tech industry and generally bring some enjoyment from the human connection.

Who knows, your new tech product might just find its ideal customer at one such conference or event. 

Now that we’ve built a solid marketing base let’s plunge in on how we can sell it to a prospective new company. 

How to sell technology to a company

In a B2B market, it's easier than ever to get lost in a sea of competitors and to fail without the right strategy. That's why we recommend investing in long-form written content as your B2B content marketing strategy baseline — and going from there. 

B2B sales cycles tend to take longer than B2C: why you might ask?

Well, since a potential client partner is investing both in you and your brand, they need to be absolutely sure that:

  1. You’re the best possible business partner for them
  2. You know what you’re talking about
  3. You’re worth the financial investment
  4. You're someone they like and trust enough to build an ongoing relationship with

Long-form content is a solution that helps you prove all three of these. We’ve covered how long-form written content is versatile, comprehensive and great for building brand expertise and authority.

Let’s discover what types of long-form content work best to drive conversions in a B2B market. 


The best content writing formats for B2B tech companies 

Your B2B clients are subject-matter experts and authorities in their respective fields — so they’re going to be looking for fellow experts.

When checking out your tech products, they’re also likely to browse through your website, check your product reviews and run your company blog through a fine comb to gauge whether you’re the right fit for them.

For this, the best types of content that are likely to leave them satisfied are those that demonstrate your expertise, authority and trustworthiness.

Authoritative content

How do you show what you know in your industry? Conduct original research within your niche.

This doesn't just help your brand develop new ideas and find creative solutions for addressing customer needs and pain points, it also shows where their needs are shifting and what developments are occurring in the tech landscape so you can take action beforehand.

But the real question — how best to share these results? The answer: authoritative content. These could be:

  • White papers
  • E-books
  • Ultimate guides

“Authoritative content” refers to long-form, comprehensive content shared across different formats to build your brand authority and expertisewithin a specific topic. These cover specific topics in great depth, show the results of your original research through compelling visuals, cite authoritative sources and are positioned as solutions for developments in the tech industry.

If you’ve partnered with similar companies to conduct this research, you could always share the results together on a webinar or podcast series. Potential B2B client partners are going to be skimming through your website to get an idea of your brand areas of expertise. This is your best way to show them you know what you're talking about. 

And if you promote such content on your social media channels, you consistently build your brand awareness and authority with time.


Social proof

So you've shown what you know in your tech niche — but now you’ve got to show how it works in action.

Social proof content helps demonstrate why your tech products are worth the financial investment. Here are some examples you could leverage: 

  • Client testimonials
  • Client interviews
  • Product reviews
  • Case studies and success stories

These content pieces are what potential B2B client partners use to gauge for themselves whether your brand is the right fit for them.


Comparative content

The closer you get to making a sale, the more precisely your content needs to address challenges and objections to making one.

Think about it: why should anyone invest in your products when your competitors' might be cheaper or quicker than yours?

Here's what you need at this important stage — comparative content. These could be:

  • Pros and cons lists
  • In-depth product reviews
  • Product comparisons (maybe even your own against a competitor's)

Comparative content gives perspective on how your product fares against competitors. You'll need it on your product landing pages, product pages and even pricing pages. This helps customers can decide what works best for them depending on their needs at the time. 


How content writing helps inspire B2B conversions

Here’s a tip that will help you understand your B2B clients better — before making a purchase, they aren’t just checking out your brand's unique selling points compared to your competitors. They’re also looking out for: 

  • Your brand story, or what got the ball rolling for your founders in the first place. 
  • The specific problems you’re trying to solve for your customers. 
  • The values your brand stands for and what it prioritises. 

Is there a way you can overcome what appears to be a 100% logical decision to invest in one brand over another? Sure there is: it's by making sure your brand story, values and unique selling points reflect in every piece of content you create at this decision-making stage. 

B2B clients want to be convinced that you’re not just the best choice for them logically but a value fit too. Even if you have the best product in the tech industry, you still need to convince them that you’re someone they can respect and trust enough to build a working relationship.

Who should handle your B2B tech content writing?

Content writing for B2B companies includes producing blog posts, white papers, client interviews and conversion-optimised landing pages. These take a ton of time and resources to write. Marketing managers, take our word for it: you're better off delegating these to a team of experts. 

Content pieces like these take the skills that technical content writers bring to the table. Whether this is to an in-house team of content writers or outsourced to a specialised B2B tech content writing agency is best answered by assessing what best suits your own needs at this time. The right choice could be your step towards driving conversions among B2B and B2C clients alike. 

Just by the by, Say it right is the go-to B2B tech content writing expert for a staggering list of tech companies. Our B2B clients hail from fields as diverse as custom software development companies such as TRIGO and digital healthcare analytics providers such as XUND. They’ve chosen to outsource their content writing to us as part of our monthly content retainers, which include creating authoritative and informative content for their company blogs and websites.

What best drives B2B conversions

Here's our answer: a combination of high-quality B2B-focused content and the network of relationships you’ve built within your tech niche.

Once you’ve gotten B2B clients to your site, three main types of content are most likely to convince them that you’re worth the financial (and emotional) investment: 


  • Authoritative content, like ebooks and white papers, demonstrates your brand's authority and expertise.
  • Content that provides social proof of your product benefits and shows brand trustworthiness, like client testimonials and case studies.  
  • Comparative content that assesses your product against competitors, shows what makes yours unique and your brand values. 

We’d also recommend investing in informational blog posts and articles on your website. These help show what you know in a more accessible way, helps educate site visitors and keep them engaged with your brand. B2B client partners aren’t just trying to gauge whether you can impress them with your expertise but also how you’re engaging with your customer base as a whole. 

But before you get anyone to your site, you’ve still got to build the connections within your tech niche that make you a familiar name and put your brand name out in the world. We know how content marketing isn’t just about writing and promoting long-form content — it’s as much about building relationships and positioning your brand as one that others respect and trust enough to build a working relationship with. 

All these steps help build your brand reputation as someone clients trust and love to work with. Your online content will seal the deal, but you do still need to build familiarity and connection among your ideal customers to get them there.

After all, we’re most likely to buy from and work with people we respect and trust

Wondering how you’re going to get all this writing for your content marketing done? You could consider joining a number of successful B2B tech companies who’ve outsourced their content writing services to us at Say it right. Here’s a post that could help you decide whether you should outsource to a content writing agency.