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What is a B2B tech copywriter and what do they do?

Richard King

King Copywriting

PRO

Let’s start by explaining what a copywriter is.

Before I started as a freelance copywriter, I had no idea who they were or what they did.  Some people believe they are related to copyright, which protects the creator of a piece of work.  The two, however, are very different.

If you type ‘what is a copywriter?’ into a search engine, you will quickly find many articles explaining what a copywriter is.  I won’t try to reinvent the wheel.  The Oxford English Dictionary definition sums it up well:

‘a person who writes the text of advertisements or publicity material.’

Copywriters write compelling content that usually encourages readers to take some kind of action.

A copywriter is good at:

  • writing in a conversational tone
  • highlighting the benefits of a product or service
  • writing in plain English
  • aiming content at a target audience
  • structuring content for readability
  • using emotions to evoke an action from a reader

A business-to-business (B2B) tech copywriter is a copywriter who writes content and copy for technology companies who sell their services to other businesses.

They’re not to be confused with technical authors, who create content to explain how to use a product or service.  The easiest way to remember the difference is:

  • tech copywriters and copywriters write to persuade/sell
  • technical authors solely write to inform/instruct

Turning technical jargon into sales

People who work in the tech world may know their gigabytes from their gigaflops, but often all their customers want to know is how fast it will go, or how much space they will have.

They’ll have a strong knowledge of the terms used within their field, but struggle to convey their product or service to customers in a clear, benefit-driven way.  This is where the skills of a technology copywriter come in.

The benefits of a tech copywriter

Often, a technical copywriter will have a background in a computing-related field, such as technical support or web development.

They may also have qualifications in both IT and copywriting, creating a unique blend of technical and marketing attributes.

The benefits of hiring a tech copywriter include:

  • ability to translate technical jargon into clear, easy to follow content that encourages action.
  • provide an outside perspective on whether a business is providing the right content for their audience.
  • prevent technical content from becoming boring.
  • shared interest and knowledge in the technology sector.

Who hires B2B tech copywriters?

First, we should look at who hires copywriters.  Anyone can hire a copywriter, from your local bakery to a multi-million-pound software company.  Some of the most common businesses that hire a copywriter include:

  • marketing agencies
  • content writing agencies
  • Other freelancers such as web designers or graphic designers
  • SMEs
  • charities and not-for-profits
  • blue-chip companies

Companies that are likely to benefit most from hiring a technology copywriter are those that specialise in the technology industry, or have a strong focus on tech.  These include:

  • IT support
  • E-commerce
  • computer and laptop hardware sales
  • Software as a Service (SaaS)
  • enterprise

A freelance tech copywriter not only saves time and money but brings a unique blend of technical and creative skills to a business.  They know how to make technology appealing to potential customers, ultimately increasing sales and providing strong ROI.

B2B tech copywriter with an IT background

With a background in IT, including a first class degree in Information Technology and years of experience in IT Support and Administration, I’m a freelance tech copywriter who can truly grasp the technical side of your product or service, whilst being able to shape content to appeal to your target audience.  Get in touch with King Copywriting today.

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