Both B2B copywriters and B2B content writers produce texts for a business audience, as B2B stands for business-to-business. Even though the terms copywriter and content writer are often used interchangeably, there’s a distinction based on their writing purpose. B2B copywriters craft copy to persuade business buyers and influencers. B2B copywriting tends to be more punchy and salesy, as they write copy for ads, sales brochures, email marketing, PPC campaigns, slogans and CTAs. B2B content writers create content to inform and educate a business audience. B2B content writing involves significant research and thought leadership. Typical outputs include white papers, e-books and blog posts.