If you work in B2B copywriting, you’ve got a conundrum. A creativity meets commerce-sized onundrum.That’s how Fieldworks head of content Chelsea Reay kicked off her expert ride through the flora and fauna of B2B copywriting.The quest of all B2B writers, she told us, is to strike a balance between beautiful ideas and the copy that sells them.
Time for a home truth or two
Content is difficult. Fact. And the battle to take the blank page and make it into a campaign is a challenge that copywriters confront daily. Sometimes that challenge means convincing people your content is worth it, or you are tasked with idea gen right there, right then. And of course, there’s the “well, anyone can write” gauntlet to run.
So B2B writers, says Chelsea, have a tough gig.
The creativity meets commerce conundrum
B2B writing needs to deliver leads, says Chelsea, but what about creativity?
Well, some tips inclide not going straight for the sell, and using your writing to nurture audience interest – so story tell!
Go easy on the features of your product or service as well, because Chelsea points out that too much B2B copywriting tells people about “things”, rather than solutions. And in writing for solutions you can get more creative and narrative than in repetitive, descriptive product writing.
What makes for successful B2B marketing?
You need three things, says Chelsea. Understanding. Creating. Executing.
Firstly, understanding, because it is here where B2B copywriters can find a way to balancing the creativity versus commerce equation. Knowing your audience is totally key, know how your customers feel, what their pain points are, and you’ll be able to produce writing for solutions that solve problems for them.
Secondly Chelsea talked about creating. Whilst segmentation and data profiling are great tools for the B2B writer, you must keep that human touch. Yes the B2B sector might scream logic and swim with numbers, but people respond to, well, people. And writing to create chemistry and connection can drive that commercial uplift in your outputs: bust the myth that business content can’t be emotionally driven.
Thirdly there is the execution of your work. Don’t just churn, says Chelsea, but learn to place what you write into the right part of the buying cycle. Pick the moment to strike up, say, an insight-led conversation rather than pushing “purchase now” messaging. Your audience will value your thought leadership says Chelsea, especially if your content lands in sync with their place in the buying cycle, so B2B copywriters need to understand that process intimately.
Test, test again – and some final takeaways
Knowing that you’re adding the right content, at the right time, to your B2B campaign comes through analysing results. Is the email messaging right for the audience, and right for their place in the buying cycle? Agile planning works, say Chelsea, but looking at your campaign landmarks and reviewing performance is vital to figuring out how your words are working.
Finally, Chelsea left us with five actions to take from the webinar and mesh onto your B2B writing and marketing:
- Understand what keeps your prospects awake at night – what their dreams and their nightmares are
- Segment your audience – but treat them as people
- Connect with your audience emotionally
- Create content that works at every stage of the buying cycle
- Test, learn and change
Thanks again to Chelsea Reay and Fieldworks for this session.
Please login to comment.
Comments