A Content Writer’s Golden “Gap” Opportunity
By Andrew Murray

Imagine you’re a marketing manager whose business supplies products to other businesses (aka Business-to-Business or B2B).

Your company normally attends large trade shows, several per year.

And you may have a team of face-to-face salespeople.

But what do you do during a global pandemic?

Go online!

Pretty much everything is digital now … and will likely stay that way for the foreseeable future. This means trade shows, in-person demonstrations, and face-to-face sales calls all need to be online.

Marketers have to substitute meaningful communications for these former in-person connections.

What does that mean for writers?

The opportunity to write a lot of content.

The “Gap” B2B Content Writers Can Fill

Marketers need to fill the gap left by the cancellation of in-person marketing activities. Here’s just a small sample of the content writing opportunities created as a result:

• Trade shows have been replaced by case studies, white papers, video demonstrations, webinars, articles, emails, and newsletters.
• In-person demonstrations have been replaced by video or livestream demonstrations, slide decks, and webinars.
• Face-to-face sales calls have been replaced by webinars, online chats or video demos, e-newsletters, emails, and articles.
• “Touching base” onsite visits have been replaced by e-newsletters, emails, and blog posts.
• Social media has stepped into the “keeping up-to-date” breach by featuring posts that click-through to timely articles, dedicated web pages, case studies, white papers, webinars, and blog posts.

Every Business Needs a Mix …

Depending on the complexity of the product or service, every business needs a combination of the various popular content types to stay top of mind with prospects and keep the sale moving forward.

The Business-to-Business buying cycle tends to be long because B2B purchases are generally larger and involve large sums of money. Businesses need to justify purchases, so they demand detailed information before committing to a high-value purchase or long-term supply contract.

Various departments need to weigh in on the purchase, and they all have differing needs and perspectives on what product will best work for them.

All of this is great news if you’re a B2B content writer, especially now that B2B marketers have moved online.

Companies need multiple content types to keep the prospect moving through the buying cycle and to communicate with the numerous people involved in the purchasing decision. The content needs to persuade everyone who has a say!

Now, you might be wondering, what are the in-demand B2B content types that buyers will look at for information? Here’s a brief overview of nine of them.

1. Infographics

Fees: $750-$1,000 each

More than half of B2B companies use infographics. An infographic is a visual means of explaining a concept, system, or methodology.

Infographics are light on copy but heavy on statistics, facts, and graphics. They require research and must grab the reader’s attention. You’ll usually work with a graphic designer when building one.

2. Video Scripts

Fees: $100-$150 per screen minute, plus research fees

Seven out of 10 B2B companies use videos. In fact, the video market continues to grow rapidly year-on-year.

The most common type of B2B video is an “explainer” — a short online marketing video used to explain your company’s product or service. Explainer videos are frequently placed on the company website’s homepage, a landing page, or a key product page.

Videos can be used to

• Introduce key personnel,
• Promote company products and services,
• Present webinars,
• Show clients how to use or operate your products and services,

 … the list is endless.

Your role is to create persuasive video scripts. You won’t be expected to shoot or produce the video.

3. Slide Decks

Fees: $100-$500 per slide

Slide decks have given way somewhat to video. However, they still perform a valuable task in the B2B world. Companies use slide decks to provide mini-courses and explain detailed concepts in-depth.

They’re usually 15 to 30 minutes long and use PowerPoint slides. You’ll be expected to include notes for narration.

4. Blog Posts

Fees: $250-$500 each

Four out of five B2B companies have a blog. These companies are always on the lookout for new content or a new angle on existing content.

Companies usually publish a new blog post once a week, sometimes more often. They need content writers who can write these regular blog posts.

5. Case Studies

Fees: $1,200-$2,000 each

These are real-world “before-and-after” stories … how a customer had a problem and how the company’s product or service solved their customer’s problem.

Case studies are short, often 800 to 1,200 words. They follow a formula, making them a great project for beginners. They usually require you to interview customers and to liaise with the company’s sales team.

6. E-books

Fees: $2,000-$7,000 depending on scope, length, and research needed

Typically 10 to 50 pages, e-books allow B2B companies to explain their business, products, and/or services in detail. B2B e-books are often filled with lots of graphics and images to break up the text, and to explain complex concepts more clearly.

Companies often give away e-books as a lead magnet to build their subscriber list. They’re also a great way to generate more leads, as they allow prospects to become familiar with their products and services.

7. E-newsletters

Fees: Retainer fee $500-$1,250 for each issue, plus initial set-up fees

Four out of five B2B companies have an e-newsletter. They are informative emails packed with useful tips and advice, links to useful resources, and a means of promoting new products or services.

A typical e-newsletter is 500 to 700 words and can be daily, weekly, bi-weekly, or monthly.

They are ideal for setting up as a retainer deal … once a company finds a good e-newsletter writer, they’ll want to hang onto your services long-term. This means you’ll have a predictable income well into the future.

8. Press Releases

Fees: $250-$500 each

Press releases are announcements about news of interest to your client’s industry sector. They’re issued to media outlets for publication.

They follow a rigid structure. So once you learn how to write press releases, you can write them quickly.

9. White Papers

Fees: $2,500-$10,000, depending on scope and length.

Two out of three B2B companies use white papers. They explain one product or service in-depth, using facts and logic.

White paper writing is best suited to those of you with a logical mind, an eye for detail, and a passion for research and in-depth knowledge. They are the most challenging form of B2B content writing.

Your Chance to Get Started

So that’s a look at nine of today’s most in-demand B2B content writing opportunities. It’s clear that content can pay you hundreds — sometimes thousands — of dollars for every project you do.

B2B content writing is a massive market worldwide. And due to the ongoing impacts of the global pandemic, there’s a gap that needs to be filled by digital communications.

If you’re wondering how to get started as a content writer, check out Crash Course in B2B Content. It covers 12 of the most popular and in-demand content opportunities.

Do you have any questions about getting started in content writing? Please share with us in the comments.