How to reach out to Chelsea Baldwin:

Are you using your company blog to its fullest potential?

Many brands use blogs to broaden their exposure, but few have truly mastered the art of using blog copy to make sales. According to passionate copywriting pundit, Chelsea Baldwin from Copy Power, whether you’re after B2C or B2B sales, the copy you put on your blog can become an effectual component of your sales funnel. The key, she explains, is a combination of establishing a genuine brand voice, embracing creativity, and working efficiently.

What Is B2B Copywriting?

You wouldn’t use B2C sales tactics in a traditional B2B sales pitch, so why would you use the same B2C language in your B2B copywriting?

Successful copywriting begins with a thorough understanding of who your reader may be with the goal of addressing their specific needs or desires. Through her years of experience helping companies upgrade their blog copywriting at her company Copy Power, Chelsea understands the difficulty of identifying and catering to a specific audience when that audience is a business rather than an individual.

Writing B2C content for potential customers should begin with market research to identify and understand what types of people would be interested in your products and services. Once you’ve formed a mental archetype of your ideal reader, it’s fairly simple to put together a readable blog post.

Chelsea explains that B2B copywriting can often seem a lot harder. Unlike writing to audiences of individual consumers, B2B copywriting aims to address “an idea, a concept, a passion” that business owners can resonate with. More than that, these ideas, concepts, and passions are dynamic and are subject to grow or change over time.

Finding Your Voice

Writing content aimed at businesses is no excuse for boring copywriting. Rather than focusing solely on radiating corporate professionalism, effective B2B copywriting always openly reflects the authentic personality of the writing brand. Brands develop voices gradually over time as it becomes clearer where they fit in the grand scheme of things.

In B2B copywriting, your brand voice should consider the core identity of your business and how you want your brand to be perceived by consumers while also keeping the reader in mind.

Chelsea explains how she uses her copywriting to share her personality with potential clients. While businesses with more structured and corporate company cultures may prefer a professional tone, there’s always room to inject your brand personality into your B2B copywriting.

Be An Expert

Writing beautifully won’t make sales unless your B2B copywriting also provides readers with valuable information.

According to Chelsea, “...marrying the factual knowledge with the emotions is where the voice comes from, where resonance comes from...where conversion comes at the end of the day.”

If you can demonstrate that you understand both the emotional and technical aspects of the readers’ problems or desires, then you are much more likely to make a sale with your B2B copywriting.

All niche copywriting requires a couple hours of topic research.