Approximately 53% of engineers will engage with 1-5 pieces of your website’s content as part of their vendor consideration process, meaning the content on your website can make or break a potential sale. But not all content is created equal and, often, industrial B2B websites need a balance of both technical information and marketing collateral to cater to your customers’ needs and drive the most sales. In this blog, we’ll discuss the difference between the two to help you determine the type of content that’s most beneficial for your site.

What Is B2B Technical Writing?

Technical writers are skilled in creating documentation that is highly technical in nature and usually focused on explaining or detailing specific subjects, such as manufacturing processes, machinery and programming, or product specifications. Industrial technical writers may come from an engineering background or work closely with industry experts to ensure the content they produce is accurate, credible, and compliant with regulatory standards. Examples of this type of content may include:

• Product Catalogs
• User Manuals & Assistance Guides
• Product Specifications & Datasheets
• Case Studies
• Technical Reviews & Reports
• Medical & Scientific Papers
• Legal Documentation

What You Don’t Get with Technical Copywriters

While technical writers are essential for creating necessary technical documentation, relying solely on their expertise for all your website content needs can be limiting. Technical writers are trained to explain and articulate, not to persuade and sell. For example, a technical writer may create a user manual for a piece of machinery that is highly accurate and detailed but fails to draw attention to the features that set it apart from competitors. In this way, technical content can sometimes lack the marketing flair needed to resonate with with potential clients/customers.

What Is Content Marketing Writing?

You might have the best datasheets and reference guides known to man, but what good are they if your users can’t find your website to begin with? That’s where marketing copywriters come in. These writers have the industrial SEO knowledge to craft content that will make your site visible on search engines, while also effectively addressing your customers’ needs, desires, and pain points. Marketing writers often work closely with sales and marketing teams to ensure the content they produce is aligned with your company’s overall messaging and branding. Common examples include:

• Webpages
• Blogs
• Social Media Posts
• Case Studies
• Newsletters
• Emails
• Video Transcripts
• Press Releases

What You Don’t Get with General Content Marketing Copywriters

Marketing writers are very skilled at writing compelling content to capture the attention of your target audience. But ask them to outline the technical specifications of a pneumatic cylinder? You might as well be asking them to solve a Rubik’s cube with their eyes closed. Marketing writers who aren’t familiar with the ins and outs of your specific industry may struggle to produce content that accurately describes the features and capabilities of your products or services, which is often the first thing industrial customers look for when visiting your website.

B2B Technical Marketing Writers to the Rescue!

By now you’ve probably gathered that both types of content are crucial for an effective strategy. You need the technical info to accurately describe your product or service, and you need the marketing copy to sell it. But does that mean you have to settle for one or the other?

Technical Marketing Writers possess both the industry knowledge and the marketing know-how to create content that accurately informs your audience on crucial technical matters and motivates them to convert. These writers may not possess an engineering degree, but they will often collaborate with product managers, executives, and other industry specialists to create content that is credible enough for an expert, but still capable of generating demand. They can bridge the gap between technical jargon and everyday language, helping you connect with your customers in a way that a technical writer or a marketing writer alone may struggle to do.

Attracted Qualified Leads with B2B Technical Marketing Copywriters Who Speak Your Industry's Language

Ecreative has a full team of B2B copywriters who possess the technical expertise and marketing savvy needed to create content that engages your audience, builds their trust in your brand, and persuades them to convert. Whether you’re looking for selection guides, case studies, blogs, emails, social media posts, or webpages, we can create content to help you attract, educate, and nurture your customers, while improving your brand’s presence across all digital platforms.

Contact Ecreative Today for Industrial B2B Copywriting Services

Located in Minneapolis, Minnesota, Ecreative offers a full range of web development services and digital marketing programs for industrial B2Bs nationwide. We have a full team of copywriters, developers, and SEO specialists who understand your industry, and will work with you to enhance your digital footprint and target the right industrial audience for your website.

Schedule a B2B Content Marketing Consultation Today