{"id":20248,"date":"2025-11-11T14:12:01","date_gmt":"2025-11-11T13:12:01","guid":{"rendered":"https:\/\/englishtextservices.de\/?p=20248"},"modified":"2025-11-28T11:21:39","modified_gmt":"2025-11-28T10:21:39","slug":"english-content-creation-b2b-marketing","status":"publish","type":"post","link":"https:\/\/englishtextservices.de\/en\/english-content-creation-b2b-marketing\/","title":{"rendered":"How to optimise your English content creation for international b2b marketing"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Computer\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Your boss comes into the office and announces that he\u2019s read that an international B2B blog is a great way to reach new customers \u2013 but this means you\u2019ll have to start working on English content. If you\u2019ve never done this before, this might sounds like a scary task. To help you out, I thought I\u2019d cover some of the things you need to think about.<\/p>\n

In this article, I\u2019ll guide you through the steps to optimise your English content creation for international B2B marketing \u2013 so your English B2B blog becomes a go-to hub for experts in your industry. When they have a question or need inspiration, they head to your website. When they receive an notification of a new post, they eagerly click on the link because they know you\u2019ll share content that informs and entertains them \u2013 or that makes them think.<\/p>\n

It is aimed specifically at companies in the DACH region targeting global audiences. As a native English copywriter, I\u2019ll share my experience on defining your target audience, content strategy, writing style, and translating from German to English, and more. Let\u2019s dive in.<\/p>\n

Why English Content Creation Matters for German B2B Companies<\/h2>\n

Could you be missing out because you aren\u2019t present online? Corporate blogs are standard in many countries, but here in Germany, many companies are still hesitant to invest in English content creation \u2014 even though it can be a powerful tool in international B2B marketing. If your company isn\u2019t visible online, your potential customer may not find you. But you can bet that they\u2019ll find your competitor.<\/p>\n

With English one of the most important global business languages, there are multiple benefits of starting a blog. Here are just some of them:<\/p>\n

\u2022 Improve your visibility in your target markets and create leads<\/p>\n

\u2022 Improve SEO to drive more traffic to your website<\/p>\n

\u2022 Establish your company as an industry expert and a world-leader<\/p>\n

\u2022 Offer potential customers in a different time-zone value (and answers to their questions) when they are online<\/p>\n

\u2022 Ease worries of your customers about dealing with a foreign company<\/p>\n

\u2022 Demonstrate that you speak their language \u2014 literally!<\/p>\n

\u2022 Reach all non-German speaking markets, since English is the international business language<\/p>\n

Building an English Content Strategy<\/h2>\n

But before you start writing your first post, let\u2019s pause for a moment. If you start writing without planning your blog\u2019s theme, tone, and structure, you may end up confusing your readers rather than convincing them to get in touch. You\u2019ll need to make decisions on the content you\u2019ll share, your writing style, and whether you\u2019ll share content in both German and English.<\/p>\n

Set clear goals before you start building your English content strategy and determine how will you measure your success. Do you want to attract potential customers via SEO to your website, generate more leads, impress your customers with your insight and show your expertise, or maybe showcase new developments and increase customer loyalty?<\/p>\n

Define your \u2018target audience\u2019. Who are your international customers? Are they mostly in Europe or in Asia and the US? This determines whether you\u2019ll use British English or American English [[link]], but also your tone, and even humour, which may vary by region.<\/p>\n

Don\u2019t make it all about you. A lot of companies use their blog to announce upcoming events, product developments, buying guides, and special offers. You could share insightful English content that adds value for your readers, such as industry news and trends, upcoming compliance regulations, or explain complex topics that are often misunderstood \u2013 such as the difference between digitization and digitalization.<\/p>\n

Tip: Don\u2019t do too many time-senstive posts, e.g., if you only post about product updates or upcoming events, your content will quickly be out-of-date. <\/strong><\/p>\n

Decide on your writing style and international company voice.<\/h2>\n

Do you want to sound professional and serious, or a bit playful and cheeky? This will depend on your industry and how you present your company on your German website. Just as we all have to decide on \u2018du or Sie\u2019, [[link to du or Sie blog post]], we have to decide on our company voice. If you use \u2018du\u2019 with your German customers, you\u2019ll probably want to stick with a more informal tone. Do be careful with the use of swearwords in English marketing content [[link]] though, as they are often seen as inappropriate.<\/p>\n

Tip: Create a content and style guide for written content. Include your company voice\/tone, whether you\u2019ll write in British English or American English, any preferences regarding punctuation or formatting, etc. This makes sure that you are consistent, even when multiple people write for your blog.<\/strong><\/p>\n

Consider if you need all content in English and German, as it might not make sense to provide every blog post in both languages. For instance, if you are writing about a issue that only affects companies that produce in the USA, it might be of little interest to your German readers.<\/p>\n

What to watch out for when translating marketing content into English<\/h2>\n

<\/p>\n

USE TRANSCREATION INSTEAD OF TRANSLATION<\/h3>\n

A common term in the translation industry is ‘transcreation’, which is a creative combination of copywriting and translation. Copywriting is the art of writing content with the goal of persuading the reader to take a specific action. A translator with copywriting experience \u2013 particularly one who is a native English speaker \u2013 ensures that your content sounds authentic and natural, and that it speaks to your target audience.<\/p>\n

YOUR READERS MAY NOT BE NATIVE ENGLISH SPEAKERS<\/h3>\n

If you are a German B2B company, there is a good chance that the readers of your content aren’t native English speakers. You might not be able to translate into multiple languages, if your target audience is spread across Europe and beyond, but it makes sense to translate into English, a leading business language. But this means that you have to be particularly careful that your content is clear and easy to understand. Avoid idioms or cultural references, unless they are well known globally.<\/p>\n

AVOID DENGLISH<\/h3>\n

Denglish is a mix of English and German where the words look or sound English<\/a>, but either don’t exist or have a different meaning in English. Even if your target audience isn’t native speakers, they are probably not familiar with Denglish words, so they are best avoided.<\/p>\n

Consider also the formality of your writing as Germans often use more old-fashioned English, such as terms like therefore, hence, and thus<\/a>, which feel a bit stiff for British or American readers. Going back to non-native readers \u2013 take a big step away from the German \u2018Schachtels\u00e4tze\u2019, those long, complicated sentences that take days to read and understand.<\/p>\n

Don\u2019t just translate your German SEO keywords into English. Think about what your English speaking target audience is looking for, and how they would search.<\/p>\n

When to outsource English content creation<\/h2>\n

It\u2019s often tempting to try and do everything in-house \u2013 especially if you\u2019ve got an awesome marketing team who already create excellent German content in-house. But think about how much of their time you will have to allocate to this, whether they\u2019ll have to learn new skills, and what they could be doing instead.<\/p>\n

Years ago, I worked with a fantastic American woman was brilliant at marketing and partner management. She was an amazing asset at trade fairs and events, but she struggled to write marketing content in English or translate German content, even though she was also a native speaker. We realised that when she handed it over to me, that I could do the job better and quicker than she could, leaving her free to do what she did best.<\/p>\n

What\u2019s more effective \u2014 having your team spend days writing and rewriting a blog post, getting increasingly frustrated, or asking me to write or translate your English marketing content quickly and professionally? On my Services page, I have some examples of project pricing to help you assess this question.<\/p>\n

If you need help turning your German marketing ideas into engaging English content that helps you connect with an international B2B audience \u2013 let\u2019s chat. As a native English copywriter in Germany, I\u2019m ready to help support your global B2B content strategy.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

You\u2019ve decided to launch an English-language B2B blog \u2013 but how do you make sure your English content really connects with your global readers? Learn how to optimise English content creation for international B2B marketing.<\/p>\n","protected":false},"author":1,"featured_media":20247,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_canvas","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[159,571,572,165],"tags":[655,594,593,656,588],"class_list":["post-20248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-translation","category-marketing-englisch-begriffe","category-marketing-for-international-audiences","category-englische-texte-fuer-unternehmen-erstellen-lassen","tag-english-content-creation-2","tag-english-copywriting","tag-english-marketing-texts","tag-international-b2b-marketing","tag-international-communication"],"jetpack_featured_media_url":"https:\/\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":15254,"url":"https:\/\/englishtextservices.de\/en\/buzzword-business-english-tips\/","url_meta":{"origin":20248,"position":0},"title":"Business English writing tips – Effective communication without the buzzwords","author":"Lynn","date":"April 3, 2020","format":false,"excerpt":"\u201cBlue sky thinking\u201d, \u201cpain points\u201d or \u201clet me nutshell that for you\u201d \u2013 sound familiar? These business English writing tips will teach you how to avoid buzzwords and communicate more effectively.","rel":"","context":"In "Copywriting & Translation"","block_context":{"text":"Copywriting & Translation","link":"https:\/\/englishtextservices.de\/en\/category\/copywriting-translation\/"},"img":{"alt_text":"Black and white line drawing of clouds to illustrate the importance of writing clearly in English and avoiding buzzwords like 'blue sky thinking'","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":20230,"url":"https:\/\/englishtextservices.de\/englische-content-erstellung-b2b-marketing\/","url_meta":{"origin":20248,"position":1},"title":"Optimiere deine\u00a0englische\u00a0Content-Erstellung f\u00fcr internationales B2B Marketing","author":"Lynn","date":"November 11, 2025","format":false,"excerpt":"Du m\u00f6chtest einen englischsprachigen B2B-Blog starten \u2013 aber wie stellst du sicher, dass deine Inhalte bei globalen Lesern ankommen? Lerne wie deutsche Unternehmen ihre englische Content-Erstellung f\u00fcr internationales B2B-Marketing optimieren k\u00f6nnen.","rel":"","context":"In "Texterstellung & \u00dcbersetzung"","block_context":{"text":"Texterstellung & \u00dcbersetzung","link":"https:\/\/englishtextservices.de\/category\/englische-texte-fuer-unternehmen-erstellen-lassen\/"},"img":{"alt_text":"Strichzeichnung einer Computermaus, die mit der Erde verbunden ist \u2013 Symbol f\u00fcr englische Content-Erstellung im internationalen B2B-Marketing","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/11\/englische-content-erstellung-scaled.jpeg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":19774,"url":"https:\/\/englishtextservices.de\/en\/bilingual-copywriter-english-german\/","url_meta":{"origin":20248,"position":2},"title":"Can a copywriter create professional content in English and German?","author":"Lynn","date":"October 14, 2025","format":false,"excerpt":"Have you ever wondered if a copywriter can create content in English and German? It sounds handy, but it\u2019s quite unusual. Here\u2019s why it\u2019s so difficult to find a true bilingual copywriter, and what works better.","rel":"","context":"In "Business English & Kommunikation"","block_context":{"text":"Business English & Kommunikation","link":"https:\/\/englishtextservices.de\/category\/business-english-verbessern\/"},"img":{"alt_text":"Line drawing of a woman on a computer to illustrate a bilingual English German copywriter","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/copywriter-english-german.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/copywriter-english-german.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/copywriter-english-german.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/copywriter-english-german.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/copywriter-english-german.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":20104,"url":"https:\/\/englishtextservices.de\/en\/digitization-vs-digitalization\/","url_meta":{"origin":20248,"position":3},"title":"Digitization vs digitalization: Why the German word \u201cDigitalisierung\u201d is often mistranslated","author":"Lynn","date":"October 22, 2025","format":false,"excerpt":"The German word \u201cDigitalisierung\u201d is often mistranslated \u2013 is digitization or digitalization the right word? Learn the difference between these two words, and how they relate to digital transformation.","rel":"","context":"In "Business English & Communication"","block_context":{"text":"Business English & Communication","link":"https:\/\/englishtextservices.de\/en\/category\/business-english-communication\/"},"img":{"alt_text":"Line art drawing of a robot hovering above a tablet, symbolizing the difference between digitization and digitalization","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/06\/digitization-digitalization-digital-transformation.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/06\/digitization-digitalization-digital-transformation.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/06\/digitization-digitalization-digital-transformation.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/06\/digitization-digitalization-digital-transformation.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/06\/digitization-digitalization-digital-transformation.png?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/06\/digitization-digitalization-digital-transformation.png?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":20009,"url":"https:\/\/englishtextservices.de\/en\/english-copywriter-germany-denglish\/","url_meta":{"origin":20248,"position":4},"title":"Denglish in business communication – why ‘almost right’ in English often sounds all wrong","author":"Lynn","date":"October 17, 2025","format":false,"excerpt":"Denglish might sound fine to German ears, but it can confuse native English speakers. Discover what Denglish is, why it matters in business communication, and how a native English copywriter in Germany can help you avoid it.","rel":"","context":"In "Business English & Communication"","block_context":{"text":"Business English & Communication","link":"https:\/\/englishtextservices.de\/en\/category\/business-english-communication\/"},"img":{"alt_text":"Visualisierung der Verwirrung zwischen englischen und deutschen Begriffen Oldtimer \u2013 Symbol f\u00fcr Denglisch in der Business Kommunikation","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/10\/denglisch-in-business-kommunikation.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/10\/denglisch-in-business-kommunikation.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/10\/denglisch-in-business-kommunikation.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/10\/denglisch-in-business-kommunikation.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2025\/10\/denglisch-in-business-kommunikation.png?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":15558,"url":"https:\/\/englishtextservices.de\/buzzword-englisch-klar-schreiben\/","url_meta":{"origin":20248,"position":5},"title":"Schluss mit Buzzword-Bingo: So schreibst du klar und nat\u00fcrlich auf Englisch","author":"Lynn","date":"April 1, 2020","format":false,"excerpt":"\u201eBlue sky thinking\u201c, \u201epain points\u201c oder \u201elet me nutshell that for you\u201c \u2013 schon mal geh\u00f6rt? In diesem Beitrag zeige ich dir, wie du Buzzwords vermeidest und stattdessen klar und nat\u00fcrlich auf Englisch schreibst, damit dein Text wirklich ankommt.","rel":"","context":"In "Texterstellung & \u00dcbersetzung"","block_context":{"text":"Texterstellung & \u00dcbersetzung","link":"https:\/\/englishtextservices.de\/category\/englische-texte-fuer-unternehmen-erstellen-lassen\/"},"img":{"alt_text":"Schwarz-wei\u00dfe Wolkenillustration \u2013 Sinnbild f\u00fcr Buzzwords und eine Erinnerung daran, wie wichtig es ist, englisch klar zu schreiben.","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/04\/buzzwords-englisch-klar-schreiben-scaled.jpeg?resize=1400%2C800&ssl=1 4x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts\/20248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/comments?post=20248"}],"version-history":[{"count":18,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts\/20248\/revisions"}],"predecessor-version":[{"id":20759,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts\/20248\/revisions\/20759"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/media\/20247"}],"wp:attachment":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/media?parent=20248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/categories?post=20248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/tags?post=20248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}