78%of UK marketers created more
content in 2014 than in 2013.
Source: Content Marketing Institute, Content Marketing in the UK 2015
19 million+ blog posts published
50,000 long-form posts published on LinkedIn
80,000 presentations uploaded to Slideshare
3 million hours of video uploaded to YouTube
Sources: Wordpress 2013, LinkedIn investor report Feb 2015, Slideshare, YouTube
Initial research stage: below 150 words
Source: Octopus Group, Tech Heads Report, 250 CIO decision-makers, 2014
Decision-makers like different formats at
Decision stage: c. 2,000 words
Shortlisting stage: 300 – 500 words
13different content formats
Lots of communications channels
…one writer can’t be great at it all!
(Despite what they may tell you…)
“A versatile, all-round writer”
“I can write anything, on any subject”
“Anything you want written, I can write”
“I find the right words for your business”
“Words are my passion”
In reality, there are 7 different
types of B2B copywriter.
You need to be able to tell which
types you’ve got – and always
match the right one to the right job.
How can you tell which is which?
Type of content in their portfolio
What they say on their website
#1 The Creative Copywriter
Advertising – agency or in-house
Laterally, in big, visual concepts. They show, not
tell, and aim to make an emotional connection.
Helps you stand out at the top of the funnel.
Works with designers to create striking art/copy
Ad copy, top-level web copy, branding, naming,
#2 The Digital Copywriter
Digital agency/in-house web team
User experience, conciseness, SEO, on-page
Works well with digital specialists, understands
digital formats, design and technologies
Web copy, landing pages, apps, banners, PPC,
social copy, microcopy
“You don’t need a [creative]
copywriter to spend weeks working
on a “big idea” when you can find a
digital copywriter who’ll tell you
adding “now” to your call to
action could increase conversions
- Allastaire Allday, Digital Copywriter
#3 The SEO Writer
Just starting out, or just left an agency to go
Must work fast to survive, so repurposes
Wikipedia articles. Keywords, keywords,
Cheap: £9 for 500 words is common
Keyword-stuffed filler, fast turnarounds when
quality doesn’t matter.
In-house product development / publishing house
Explains how technical stuff works to a technical
audience. Their aim is to clarify and educate, not to
inspire or create an emotional connection.
Writes clearly and knowledgeably about tech
subjects for a technical audience.
Technical web pages, product manuals, datasheets,
knowledge base articles, FAQs#4 The Technical Writer
PR, AR, internal comms, report writing
Translates complex subjects into plain language for a
non-technical audience. May be unused to working
with designers and thinking in visual concepts.
Writes clear, readable, engaging copy on complex
White papers, ebooks, press releases, reports, blogs,
#5 The Explainer
#6 The Conversion Copywriter
(aka direct response copywriter, persuasion copywriter)
Old-school (pre-digital) direct marketing: in-
house or agency.
Persuasive and laser-focused on conversion.
May not be very design-oriented.
Knows lots of psychological/emotional
techniques to convince people to take action.
DMs, eDMs, long-form ad copy, sales letters
#6 The Conversion Copywriter
Trade or national media, usually print or web
Uncovers your stories – or your customer’s stories –
and tells them in an interesting and engaging way.
Great interviewing/reporting skills, and sense of
what makes an engaging story. Knows your industry,
but this can create conflicts of interest.
Blogs, articles, expert pieces, case studies, brand
journalism, managing brand newsrooms.
#7 The Journalist
And in the