How to nail B2B content writing - the definitive guide backed by psychology

Among other subtle methods, language is the primary mode of communication between us humans. When it comes to communicating between businesses, the use of language changes to a direct and relatively formal tone.

However, that does not mean a business should lack light, engaging and light-hearted text to brighten up the reader's day! It is, therefore, essential that an organisation adopts a solid marketing strategy designed specifically for the businesses it intends to work with. The key point being, writing for B2B (Business-to-Business) is very different from writing B2C (Business-to-Consumer) content.

This guide is designed to highlight key differences and guide you in creating content that engages your audience and drives action.

Quick reference guide:

What is B2B content writing?
The psychology behind consumer thinking and the best way to write content
Drafting content for a business audience
Set your company's brand voice and tone
Identify the types of content you need
What are some examples of B2B content?

What is B2B content writing?

The key question to ask here is, who is the customer? If it is an individual, whether they are in the local area or the other side of the world, your content will be B2C.

That means your marketing strategy has to come from a business-to-consumer (B2C) standpoint. If your customer is another business or other organisation, your marketing literature needs to speak to a professional and business audience, B2B. For example, an accountant’s customer is almost always going to be other businesses.

Accordingly, your content needs to reach out to the individuals acting on behalf of those organisations. The key difference here is that in a business setting, the intention is not driven by emotion. Instead, there is great emphasis on productivity, efficiency, return on investment (ROI) and expertise for a deal to take place. Therefore, your content must meet those business goals while remaining compelling and engaging.

As already mentioned briefly, individuals are driven by emotions whereas businesses are driven by quantifiable targets. Your writing has to understand this fundamental difference to produce great content for both sets of buyers.

It is worth noting that the same person could perform the function of a business as well as an individual especially when they are not at work. So, a procurement manager browsing through scented candles for their home makes an emotional decision rather than an objective one.

Individual consumers are often after a good bargain and can be influenced by entertainment. This is something to be aware of, as businesses might be put off if the marketing material overdoes the ‘fun’ aspect.

On the other hand, a major driving factor for a business is to be educated. This not to say that individuals do not like education, but they do not want to make a purchase decision based on the education they just had from your marketing content.

In the case of a business, the marking material has to inform, educate and give value. This is where the content writer has to nail the marketing strategy, as the writer’s text can speak to the core problem the business is seeking to overcome.

Drafting content for a business audience

In a business setting, there is likely to be more than one person reading your marketing material before a final decision on the purchase is made.

However, if the target audience is an individual, the decision is most likely to be taken by just one person. Therefore, when writing B2B content, always keep in mind that your information is likely to be read by others in the organisation. More eyes equal more scrutiny!

There is a clear purpose behind a business's purchase decision. That purpose is determined by whether there is a lasting solution for the problem at hand, whether the solution drives more sales and whether the solution builds on a lasting relationship with the company.

The B2B content must subtly address these points without sounding overly promotional. The key to success b2b marketers is to create content that reassures the business that you have the right solution, whilst keeping the reader engaged.

Set your company's brand voice and tone

Setting a brand voice and tone that is instantly identifiable with your organisation goes a long way when building B2B relationships. Other businesses like to see a unique and consistent voice throughout the marketing material you may use.

But what is a brand voice and how do you get it right?

Brand voice is where you add colour and character to the entire operation. It can be done by way of adjectives to describe your main qualities as a business. Ask the question whether your brand is warm, serious, funny or edgy. It is worth noting that the brand voice has to be consistent throughout all the marketing material.

The tone is somewhat different, as it can vary depending on the buyer persona. Essentially, this is how your brand personality comes across in a piece of content. The tone can be adjusted to the buyer persona you are targeting so it is more flexible when compared with the brand voice.

Offering a special promotion, writing an instruction guide, or writing for a customer survey all require a unique tone to address that particular situation. However, your voice remains consistent while you adjust the tone according to the customer scenario you are faced with.

Identify the types of content you need

Depending on the product or service you offer, your content requirements may differ from your competitors. Besides, it is not a good idea to replicate the strategies used by your competitors without applying them to your brand voice.

Everything you write and say, even the platforms you use, can affect the brand personality. So, it is important to know where to publish your A+ content.

A direct way to connect with your buyer persona is through a blog post. This is one of the best ways to demonstrate your brand’s attributes. The buyer has already made a connection by seeing your logo, design, colours and branding so the content only needs to add the cherry on top.

Generally, a blog post should solve key questions the customers may have. In short, the content has to add value to and provide a solution so that the reader feels that your brand is a good place for a B2B relationship in the future, even if they do not want to work with you at the moment.

If you have numerous products, publishing press releases can also be effective in capturing the attention of your target audience. Almost everyone in business follows some sort of news feed related to their industry. So, it is ideal to launch new products and market them in press releases. These can be published on social media, local news outlets and community groups.

Another useful type of content you can use in B2B marketing is white papers and eBooks. These are relatively long-form and is intended to educate and inform the reader. Usually, it is a good idea to give these guides as a free token in exchange for their email address so that you can amplify your marketing efforts later on once the business client has gone through your free resource.

Genuine case studies are effective in boosting confidence and adding a human touch to the marketing strategy. Real-life examples go a long way as we humans like to read other success stories of people who have faced a similar problem to theirs on a previous occasion. Therefore, drafting real-life case studies with clear solutions can boost your reach to other businesses.

What are some examples of B2B content?

MYOB

This is a SaaS (Software as a Service) system designed to help businesses in Australia and New Zealand manage their finances effectively. Their primary focus is to educate and help solve accounting and bookkeeping problems businesses have. The solution is sometimes interconnected with the SaaS solution they offer, but it is not necessarily always the case.

The company targets two main buyer personas. The first is a small business with fresh beginnings or a limited budget, while the second is a large company that is thirsty to expand. In both scenarios, MYOB provides solutions to the key questions both these buyers have in their Tax Time information centre.

HubSpot

Cited as a great authority in content marketing, HubSpot’s B2B strategy revolves around helping businesses to reach new audiences in the digital marketing world. Their content is rich and authoritative with detailed guidance on social media management tools, lead generation, and other marketing tools to businesses and organisations.

Just like MYOB, the content they offer as guidance is primarily linked with the solution they offer. In essence, all these free guides are intended to add real value to the reader – even if they do not choose HubSpot as their marketing solution. There are multiple platforms utilised by this marketing software company and some of them include

eBooks
White papers
Templates
Videos
Blog articles
Checklists

Wistia

This is one prime example of a business that maintains the human touch at its core in its marketing. As a video hosting platform, the Wistia team communicates directly with every business customer in an incredibly innovative way. The brand personality revolves around dogs and they maintain that tone effortlessly on their Instagram page.

Having a fun element allows them to seamlessly promote their business solution, which is to host visual content for other businesses.

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Finding the Right Sales Model for Your Digital Agency: Why Flexibility (And Partnership) Wins

By Peter Jones • November 20, 2025

If you've ever felt the friction in a sales call when the topic turns to price, you're not alone. In the digital agency world, we're not just selling a product; we're selling a complex, high-value service. How we package that service financially can be the single biggest factor in either building a partnership or hitting a brick wall. There isn't a single, one-size-fits-all approach. The truth is, the "best" model is the one that prioritises the client's immediate needs first, paving the way for a long-term, successful relationship. But this isn't just about how you price your services to your end-client. It's about the very structure of your agency. We see it all the time: talented WordPress agencies who are structured to only handle huge website builds, forcing them to turn away smaller, high-potential clients. We speak with exceptional branding agencies that want to offer a holistic service but find that building and supporting websites distract from their core expertise. This is where rigidity in your business model, not just your sales process, can cost you a perfect-fit client. The "Partnership-First" Approach to Pricing At KangarooUK , we’ve found that true success comes from seeing pricing not as a barrier, but as the first opportunity to build trust. This philosophy operates on two levels: For Direct Clients: Tailoring the payment model to demonstrate we are a partner invested in their success, not just a one-off provider. For Agency Partners: Acting as a specialist partner to help them say "yes" to more opportunities, capturing revenue they would otherwise have to refuse. Let's break down the flexible models that build better relationships on both fronts. Part 1: Flexible Models for Your Direct Clients First, let's examine the client-facing models, even if you plan to outsource the build. Offering these options positions you as a strategic consultant. 1. The Classic: Upfront Project Fees (with a twist) This is the traditional model: the client pays for the website build as a defined project. The Risk: A 100% upfront fee is a deal-breaker for many SMEs with tight cash flow. It can also frame the relationship as purely transactional. The project ends, you hand over the keys, and the partnership struggles to evolve into an ongoing retainer. The Smart-Flex: This is where milestone payments shine. For example, a 50% deposit to secure the project and commence design, with the final 50% balance due just before the new, conversion-driven website goes live. This is a powerful trust-builder. 2. The Relationship-Builder: The 12-Month Split Another highly effective, customer-centric model is splitting the website build cost over 12 months. This model is a game-changer for clients who need to manage their budgets predictably. It transforms a large, daunting capital expense (CAPEX) into a manageable monthly operational expense (OPEX). It’s flexible, predictable, and deeply appreciated by businesses that need to align their outgoings with their revenue. For the agency, it secures a 12-month commitment, naturally opening the door to bundling ongoing marketing retainers. 3. The All-In Partner: "Free" Site + Marketing Retainer This model takes the 12-month split a step further, rolling the entire cost of the build into a 24 or 36-month marketing retainer, presenting the website itself as "free." This is the ultimate low-barrier-to-entry model, powerfully attractive to new businesses. It positions you as a long-term partner from day one and secures predictable, long-term Monthly Recurring Revenue (MRR). Part 2: The Ultimate Flexibility: The Agency-to-Agency Partnership The models above are great, but what if the project itself doesn't align with your agency's needs? What about the client who needs a site, but your minimum project fee is too high? Or the client who needs a fast, scalable site on a platform you don't specialise in? This is where true flexibility wins. Instead of saying "no," you say, "Yes, we can handle that." As the UK’s only Duda Expert & Solution Partner, KangarooUK is built to be this partner for you. We work with clients, agencies, SaaS providers, and trade associations to deliver powerful websites and advanced functionality, allowing you to scale your services without the overhead. Here’s how a partnership model enables you to perform at scale: 1. White-Label Duda Development You can offer our services under your own name. We provide fully White-Label Duda Development in your own environment and brand, enabling you to expand services, clear backlogs, or roll out hundreds of client sites discreetly. With NDAs and silent partnerships, you keep full client ownership while we provide the technical power. This is the perfect solution for branding agencies that want to offer top-tier web design without an in-house development team. 2. Seamless Migrations to a Better Platform Many clients are stuck on slow, insecure, or hard-to-manage platforms like WordPress, Wix, or Mono. A partnership allows you to offer a high-value migration service. We migrate websites to Duda with minimal disruption, whether it's one site or thousands. Every migration is SEO-conscious, ensuring your client keeps their rankings while gaining a faster, safer, and more reliable platform—which you can then manage for them on a retainer. 3. Unlock Enterprise-Grade Tools Our Custom Plan Enablement Platform gives your agency access to Duda’s most powerful features—normally reserved for enterprise plans. You can integrate external datasets, manage an unlimited number of team members, and provide clients with a fully white-labelled environment featuring SSO and API access. This allows you to compete at an enterprise level without the enterprise overhead. 4. Advanced & Custom Solutions on Demand What about the client who needs a custom price calculator, a complex API integration, or even a mobile app? You don't need to build a new department. We handle the heavy lifting. Our team delivers secure, scalable solutions—from custom widgets to database solutions and mobile app builds—that work seamlessly for your client, under your brand. How to Choose the Right Model The secret isn't having a rigid price list. It's using your discovery phase as a diagnostic tool. When you get to the budget conversation, you're not a salesperson; you're a solutions consultant. Ask the right questions: "What's your current budget, and how flexible is it?" "Are there any financial deadlines or fiscal-year considerations we need to be aware of?" "What's more comfortable for your cash flow: a one-off project investment or a predictable monthly cost?" "Are you looking for a long-term partner to help you grow?" And most importantly, ask yourself: "Is this project a perfect fit for my core team, or could I deliver a better, more profitable result for both my client and my agency by using a specialist partner?" The Key Takeaway Being customer-centric and transparent about pricing isn’t just good for clients—it’s essential for agency health. When you tailor your approach, you build immediate trust. But true, sustainable flexibility comes from having the right partners in your corner. It allows you to offer flexible pricing (like the 12-month split) on a platform built for speed and reliability. It allows you to say "yes" to projects your old model would have forced you to refuse. At the end of the day, it’s not about which model is “right” in theory. It’s about which model—and which partner—solves the client’s entire problem.

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How to nail B2B content writing - the definitive guide backed by psychology