What Makes a Great B2B Copywriter?

Do you know what a copywriter does?

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“Yeah. Write!”

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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.

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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.

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

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What do copywriters do?

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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.

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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. 

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

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

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

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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.

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Is copywriting a skill that can be learned?

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Absolutely.

Like any skill, copywriting can be learned. But it’s not as simple as just putting pen to paper or typing out a few catchy lines. Learning to write compelling, results-driven copy requires more than just a knack for words—it’s about strategy, psychology, and the ability to connect with your audience on a deeper level.

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Because at its core, copywriting is about understanding your audience: their needs, their pain points, and what motivates them to take action. This means the learning curve can vary depending on your ability to master research, tone, and the art of persuasion.

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Becoming a great copywriter also means developing an understanding of different industries, platforms, and marketing goals. The copy you write for a healthcare tech client is going to look very different from what you’d create for a lifestyle brand. It’s about adaptability and honing your craft through practice, feedback, and staying up to date with trends. So, while anyone can learn the basics of copywriting, mastering it takes time, effort, and experience. That’s where professional copywriters come in. These are writers that have spent years fine-tuning their skills and have the tools to create copy that not only engages but drives results for whatever brand they're writing for.

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A professional copywriter knows how to strategically blend creativity with data, weaving in SEO, storytelling, and compelling CTAs. They can take a client’s vision and transform it into something that resonates with their audience while aligning with business goals. So, sure, you can learn the ropes of copywriting! But why not save yourself the hassle and get it done right the first time? When it comes to copywriting, leaving it to the pros can often be the smartest move your brand can make.

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What is a B2B creative agency?

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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. 

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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. 

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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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The benefits of a good B2B copywriter for businesses

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Bringing a skilled B2B copywriter or copywriting agency on board can make a world of difference for your business.

Here’s why:

• Speaks Your Customers’ Language – A great B2B copywriter knows exactly how to connect with your audience by addressing their challenges and showing how your business is the perfect solution.
• Builds Trust and Credibility – Well-written content can position your business as the go-to expert in your industry. It’s all about showing clients that you truly understand their needs.
• Turns Words into Action – A good copywriter knows how to write in a way that inspires action—whether that’s signing up for a webinar, downloading a guide, or reaching out to your sales team.
• Saves You Time – Let’s face it, writing isn’t everyone’s strength or priority. A copywriter takes the workload off your plate, which gives your team more time to focus on running the business.
• Customizes Content for Every Platform – Whether it’s website copy, emails, case studies, or LinkedIn posts, a B2B copywriter can adapt your messaging to fit each channel.
• Boosts Your SEO Game – They’ll use the right keywords and structure to help your content rank higher in search results, making it easier for potential clients to find you.
• Makes the Complex Simple – Got a product or service that’s tough to explain? A great copywriter can break it down into clear, engaging content that’s easy for your audience to understand.‍
• Keeps Your Brand Voice Consistent – A copywriter helps your business sound like your business everywhere—on your website, in emails, on social media—so your brand feels consistent and reliable.
• ‍Gets You Better Results – With polished, persuasive copy, your marketing campaigns will be more effective, leading to higher engagement and better ROI.

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A copywriter’s job in B2B agencies

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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. 

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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.

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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.

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What makes a great B2B copywriter? Essential Skills to Have

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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.  Creativing effective B2B copy requires a mix of creativity, business knowledge, and an understanding of what drives action.

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Here are some of the essential skills that set a great B2B copywriter apart:

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Looking for a Talented B2B copywriter?

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

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And if you're not sure where to find one, then allow us to shine some light on that too! Check out our copy and content writing service page and portfolio to see how Designity's talented wordsmiths have been able to make a difference for brands just like yours. Only Designity provides you with a rotating team of talented writers to meet all of your content and copy needs, plus the guidance of a designated Creative Director to manage your team, keep up with your timeline, and make sure all of your content is in your hands right when you need it!

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How about it? Are you ready to amplify the voice of your brand? Book your demo call today so we can get you started with your risk-free two-week trial!