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2015
The Year
in B2B
Copywriting
How blogging got serious;
white papers rose from the
dead and four more trends
that shook...
Hello, we’re Radix Communications.
(Pleased to meet you.)
We write marketing content and communications
for top B2B techno...
In 2015, we wrote copy for 727 content
projects, for over 50 tech brands.
This is our fourth year of diving into our
data ...
But how did our experience compare
with B2B content marketers in general?
We’ve delved into research from
Content Marketin...
Business blogging gets
serious
Blogs driven by quality, not quantity
Blogging, as a content
tactic used by B2B
brands, saw a 5.26%
increase in use between
2014 to 2015…1
1
Content Marketing I...
Meanwhile, at Radix, we
saw a 426.17% bump in
demand for B2B blog
posts in 2015.
No, you did read that correctly:
a 426.17% increase in requests for
blog posts.
Here’s how our work from 2015
stacked up against previous years
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
2015
2014
2...
The rise in blog work could be down to:
1) Marketers not having time to blog on a
weekly (or even more frequent) basis
2) ...
Social media content
remains on top
But native content now rules the
roost
In 2015, out of all content
tactics used in B2B marketing,
social media content was the
most popular. It was used by
93% o...
Social media content
accounted for 23.52%
of Radix’s client work in
2015.
We’ve seen a steady
shift towards content
design...
Regalix found that
94% of B2B brands
use social media
to increase brand
awareness.
But that social media
campaigns account...
At Radix, we still write more social media content than
anything else.
But in 2015 how B2B brands use social changed.
Ther...
White papers rise from the
dead
As marketers realise they play a
critical role in the funnel
In 2015, CMI and
MarketingProf’s research
shows that white papers
were used by 71% of
brands, up 10.93% from
2014.4
4
Cont...
57% of tech buyers among the
C-Suite, Finance, HR and Sales,
need more content now than
they did a year ago in order to
ma...
The best news is that B2B buyers are
immersed in information gathering and
they value content across the buying
process. C...
During 2015 we saw
a 17.91% increase in
demand for
white papers.
Every year since 2012, Radix has seen
a steady increase in the volume of
white paper work.
The death of the white paper ha...
Vanishing video scripts
But will 2016 be the year of B2B
video?
The use of video by B2B
brands only rose 3.9% over
the past year, according to
research from the Content
Marketing Institu...
According to Jay Baer, of Convince
and Convert, video is going to be big
in 2016...
All signs point to video. Whether
it’s Facebook Live, video on Twitter,
Periscope, Blab, Instagram, Vine or
the old standb...
Radix has seen a
continued drop in
requests for video scripts
over the last two years.
Including a 42%
year-on-year drop
i...
We see no evidence of a B2B video bonanza.
Our clients simply don’t produce a lot of video content. That
may be because it...
Infographics no longer hot
They’re just too hard to get right
Infographic use rose
by 8.06% in 2015 to
become used by 67% of
B2B marketers.
Illustrations and photos are a
more popular ...
But Radix saw requests
for infographic copy
decrease by 38.64% in
2015 to just 4.54% of our
total workload.
Back in 2013,
...
We don’t know exactly what’s behind
the decline in requests for infographics.
But we feel that to create a really
arrestin...
And it’s not just us: Google Trends
suggests that interest in infographics
has been declining since 2014.
The limitations of the format
may also be restricting its use
as infographics are rarely mobile
friendly. Octopus Group ha...
ebooks bounce back
Late adopters enter the fray
Over the last four
4 years ebooks
have continued to
rise in use.
In 2015, CMI and
MarketingProf’s research
shows that eboo...
During 2015 Radix saw
demand for ebook copy rise
by 55%.
This is a slight resurgence in ebooks,
after a steep decline last year.
It’s possible this is due to a rash of “late
adopt...
So, in conclusion...
2015 was the year that we saw:
- Blogging get serious, with marketers commissioning more
and higher-quality posts
- Social...
Radix is a copywriting agency for the content marketing era.
We work with marketers to develop programmes of content that
...
Sources
Content Marketing Institute/MarketingProfs - B2B Content Marketing:
2016 Benchmarks, Budgets, and Trends—North Ame...
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2015: The Year in B2B Copywriting - How blogging got serious; white papers rose from the dead and four more trends that shook our copywriting world in 2015

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We analyse data from 727 client copywriting projects to spot the big B2B tech content marketing trends from 2015.

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2015: The Year in B2B Copywriting - How blogging got serious; white papers rose from the dead and four more trends that shook our copywriting world in 2015

  1. 1. 2015 The Year in B2B Copywriting How blogging got serious; white papers rose from the dead and four more trends that shook our copywriting world in 2015
  2. 2. Hello, we’re Radix Communications. (Pleased to meet you.) We write marketing content and communications for top B2B technology brands. Like Dell, Fujitsu, Honeywell, Oracle, Sprint, Salesforce.com and Xerox. We work with some of the UK’s top B2B agencies, as well as a number of tech brands directly.
  3. 3. In 2015, we wrote copy for 727 content projects, for over 50 tech brands. This is our fourth year of diving into our data to quantify what it’s like on the front lines of B2B technology copywriting. And guess what? We found a bunch of interesting trends.
  4. 4. But how did our experience compare with B2B content marketers in general? We’ve delved into research from Content Marketing Institute and others to find out.
  5. 5. Business blogging gets serious Blogs driven by quality, not quantity
  6. 6. Blogging, as a content tactic used by B2B brands, saw a 5.26% increase in use between 2014 to 2015…1 1 Content Marketing Institute/MarketingProfs, 2015 and 2016 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 19 and 15
  7. 7. Meanwhile, at Radix, we saw a 426.17% bump in demand for B2B blog posts in 2015.
  8. 8. No, you did read that correctly: a 426.17% increase in requests for blog posts.
  9. 9. Here’s how our work from 2015 stacked up against previous years 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 2015 2014 2013 2012 A huge leap for blog posts.
  10. 10. The rise in blog work could be down to: 1) Marketers not having time to blog on a weekly (or even more frequent) basis 2) Marketers not having time to do the in-depth research that a successful blog post now requires 3) Outsourcing blog work to a cheap, low-cost content service has failed to deliver an appropriate level of quality
  11. 11. Social media content remains on top But native content now rules the roost
  12. 12. In 2015, out of all content tactics used in B2B marketing, social media content was the most popular. It was used by 93% of those surveyed by CMI and MarketingProfs. It’s been the most widely used B2B content tactic for the past 4 years.2 2 Content Marketing Institute/MarketingProfs, 2016, 2015, 2014 and 2013 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 15, 19, 9 and 5 respectively
  13. 13. Social media content accounted for 23.52% of Radix’s client work in 2015. We’ve seen a steady shift towards content designed to be consumed on social platforms.
  14. 14. Regalix found that 94% of B2B brands use social media to increase brand awareness. But that social media campaigns account for less than 25% of website traffic for 90% of B2B brands.3 But what are brands using social media content to achieve? 3 Regalix: State of B2B Social Media Marketing 2015 , page 21
  15. 15. At Radix, we still write more social media content than anything else. But in 2015 how B2B brands use social changed. There were more requests for social media native content that’s consumed on the social platforms it’s created for. Like puzzles, graphics, image-led posts and teaser videos. We’re also seeing clients make more use of LinkedIn’s Pulse blogging platform to get their content directly in front of their connections and their connections’ connections. 2016 could see brands considering whether social media is suitable for lead generation or if the focus shifts more to brand awareness.
  16. 16. White papers rise from the dead As marketers realise they play a critical role in the funnel
  17. 17. In 2015, CMI and MarketingProf’s research shows that white papers were used by 71% of brands, up 10.93% from 2014.4 4 Content Marketing Institute/MarketingProfs, 2015 and 2016 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 19 and 15
  18. 18. 57% of tech buyers among the C-Suite, Finance, HR and Sales, need more content now than they did a year ago in order to make purchasing decisions.4 But many have less time to look at this content. Octopus Group points out that... 4 Octopus Group, Tech Heads – B2B Nation: The Content Pinch Point, page 5 Research by Octopus Group found that...
  19. 19. The best news is that B2B buyers are immersed in information gathering and they value content across the buying process. Capturing attention, creating the right context and maintaining attention over time are the foundations for content delivering a competitive edge. Octopus Group, Tech Heads – B2B Nation: The Content Pinch Point, page 11
  20. 20. During 2015 we saw a 17.91% increase in demand for white papers.
  21. 21. Every year since 2012, Radix has seen a steady increase in the volume of white paper work. The death of the white paper has been predicted a few times, but their continued growth is an admission that white papers are actually still very useful and have a valuable role to play in the MOFU/BOFU stages of the funnel.
  22. 22. Vanishing video scripts But will 2016 be the year of B2B video?
  23. 23. The use of video by B2B brands only rose 3.9% over the past year, according to research from the Content Marketing Institute and MarketingProfs.5 In the past four years, video use in B2B content marketing has risen by 12.85%.6 5 Content Marketing Institute/MarketingProfs, 2015 and 2016 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 19 and 15 6 Content Marketing Institute/MarketingProfs, 2016, 2015, 2014 and 2013 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 15, 19, 9 and 5 respectively
  24. 24. According to Jay Baer, of Convince and Convert, video is going to be big in 2016...
  25. 25. All signs point to video. Whether it’s Facebook Live, video on Twitter, Periscope, Blab, Instagram, Vine or the old standby YouTube, 2016 will be the year when video becomes a primary content and social marketing consideration for all brands – even B2B. Jay Baer in: 13 Digital Marketing Experts Make Bold Predictions for 2016
  26. 26. Radix has seen a continued drop in requests for video scripts over the last two years. Including a 42% year-on-year drop in video script requests in 2015. Our experience does not bear this out.
  27. 27. We see no evidence of a B2B video bonanza. Our clients simply don’t produce a lot of video content. That may be because it’s seen as expensive and risky. We’ve seen requests for video scripts declining since 2013. Video is expensive and difficult to get right. It not only requires deep subject matter knowledge, but also specialist skills in storyboarding, scripting and production. So we tend to see marketers producing just 1-2 “hero asset” videos per year, rather than spend a lot of their budget on video.
  28. 28. Infographics no longer hot They’re just too hard to get right
  29. 29. Infographic use rose by 8.06% in 2015 to become used by 67% of B2B marketers. Illustrations and photos are a more popular tactic, used by 76% of respondents to Content Marketing Institute and MarketingProfs research.7 7 Content Marketing Institute/MarketingProfs, 2015 and 2016 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 19 and 15
  30. 30. But Radix saw requests for infographic copy decrease by 38.64% in 2015 to just 4.54% of our total workload. Back in 2013, infographic copy represented 15.43% of our client work.
  31. 31. We don’t know exactly what’s behind the decline in requests for infographics. But we feel that to create a really arresting infographic, a designer, writer and data analyst need to work very closely together. That’s not always possible when the writing work is outsourced.
  32. 32. And it’s not just us: Google Trends suggests that interest in infographics has been declining since 2014.
  33. 33. The limitations of the format may also be restricting its use as infographics are rarely mobile friendly. Octopus Group have found that 50% of tech buyers among the C-Suite, Finance, HR and Sales now use mobile devices for product research.8 8 Octopus Group, Tech Heads – B2B Nation: The Content Pinch Point, page 5
  34. 34. ebooks bounce back Late adopters enter the fray
  35. 35. Over the last four 4 years ebooks have continued to rise in use. In 2015, CMI and MarketingProf’s research shows that ebooks were used by 39% of brands, up 5.40% from 2014.9 9 Content Marketing Institute/MarketingProfs, 2016, 2015, 2014 and 2013 B2B Content Marketing: Benchmarks, Budgets, and Trends—North America, pages 15, 19, 9 and 5 respectively
  36. 36. During 2015 Radix saw demand for ebook copy rise by 55%.
  37. 37. This is a slight resurgence in ebooks, after a steep decline last year. It’s possible this is due to a rash of “late adopters”, people who have come late to the ebook trend. The advantage of using ebooks is that it does add variety to the content available at earlier stages in the funnel. Clients are also seeing it as a means to further atomise other types of content such as blog posts.
  38. 38. So, in conclusion...
  39. 39. 2015 was the year that we saw: - Blogging get serious, with marketers commissioning more and higher-quality posts - Social media content remains buoyant, driven by a shift to platform-native content - White papers rise from the dead, as marketers realise they play a crucial role in decision-making at the middle and bottom of the funnel - Video fail to take off, contrary to most predictions - Infographics start to decline, as really good ones are difficult to produce, and they’re hard to view on mobile - ebooks seeing a bit of a resurgence, driven by late adopters of this now-mature format
  40. 40. Radix is a copywriting agency for the content marketing era. We work with marketers to develop programmes of content that guide customers through every stage of the buying process. We specialise in the B2B technology sector, with expertise in enterprise hardware and software, networking, and electronics. We’ve written for innovative tech companies large and small, including Sprint, Fujitsu, Salesforce.com, Veeam, Oracle, Xerox, VoxGen, MATS and Spirent. We have a monthly podcast that explores trends and issues in B2B technology copywriting. You can listen to it here. About Radix
  41. 41. Sources Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America Octopus Group, Tech Heads – B2B Nation: The Content Pinch Point Regalix - State of B2B Social Media Marketing 2015 SocialMediaToday: 13 Digital Marketing Experts Make Bold Predictions for 2016

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