Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Death of the B2B Infographic and six other B2B copywriting trends we spotted in 2016

994 views

Published on

We analysed data from over 700 client copywriting projects to spot B2B content marketing trends from 2016. Here's what we found.

Published in: Marketing
  • Have you ever used the help of ⇒ www.WritePaper.info ⇐? They can help you with any type of writing - from personal statement to research paper. Due to this service you'll save your time and get an essay without plagiarism.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • If u need a hand in making your writing assignments - visit ⇒ www.HelpWriting.net ⇐ for more detailed information.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I have always found it hard to meet the requirements of being a student. Ever since my years of high school, I really have no idea what professors are looking for to give good grades. After some google searching, I found this service ⇒ www.HelpWriting.net ⇐ who helped me write my research paper. The final result was amazing, and I highly recommend ⇒ www.HelpWriting.net ⇐ to anyone in the same mindset as me.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi there! I just wanted to share a list of sites that helped me a lot during my studies: .................................................................................................................................... www.EssayWrite.best - Write an essay .................................................................................................................................... www.LitReview.xyz - Summary of books .................................................................................................................................... www.Coursework.best - Online coursework .................................................................................................................................... www.Dissertations.me - proquest dissertations .................................................................................................................................... www.ReMovie.club - Movies reviews .................................................................................................................................... www.WebSlides.vip - Best powerpoint presentations .................................................................................................................................... www.WritePaper.info - Write a research paper .................................................................................................................................... www.EddyHelp.com - Homework help online .................................................................................................................................... www.MyResumeHelp.net - Professional resume writing service .................................................................................................................................. www.HelpWriting.net - Help with writing any papers ......................................................................................................................................... Save so as not to lose
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

The Death of the B2B Infographic and six other B2B copywriting trends we spotted in 2016

  1. 1. The Death of the B2B Infographic and six other B2B copywriting trends we spotted in 2016.
  2. 2. Hi. We’re Radix Communications. We write marketing content and communications for some of the world’s top B2B technology brands. (You know. Oracle, Xerox, Vodafone, Salesforce.com, Cognizant, Sprint. 60 names like that.) We work directly, and through agencies.
  3. 3. But here’s the thing...
  4. 4. Working on all those copywriting projects gives us a shedload of DATA on what all those brands are up to with their marketing content.
  5. 5. And once a year, we CRUNCH the NUMBERS to spot any trends, and find out what’s new. (We’ve been doing it since 2012.)
  6. 6. For 2016, we’ve identified 716 content projects which we can analyse and compare with previous years (we’ve left out the promotional and sales enablement copy, as it’s hard to categorise accurately)
  7. 7. Here’s what we found out.
  8. 8. 1.Infographics are history.* *Maybe.
  9. 9. This year’s 24% decline in infographic copywriting is no big deal on its own. What’s more telling is that this is the third year in a row that infographic projects have fallen – from 15.4% of our work in 2013 to just 3.5% today.
  10. 10. So what’s driving it?
  11. 11. Could be the difficulty of viewing infographics on mobile
  12. 12. Or maybe it’s simply that they’ve been and don’t cut through like they used to. OVERUSED
  13. 13. (But we’ve seen content formats bounce back before, so maybe don’t write them off quite yet.)
  14. 14. 2.Case studies are going nowhere. (Thankfully)
  15. 15. (Source: Content Marketing Institute/MarketingProfs 2015 and 2016 B2B Trends – North America) In this year’s CMI and MarketingProfs research, case studies even didn’t make the list of content marketing tactics.
  16. 16. Our data tells a different story.
  17. 17. Last year we wrote 30% more case studies than in 2015.
  18. 18. (In fact, we wrote more case studies in a single year than at any time our history.)
  19. 19. So evidently, someone likes them. And with good reason. A good case study: provides social proof, shows real-world benefits, helps the prospect identify with your customer …and generally makes people feel comfortable about buying from you. (All while cementing your relationship with your existing customer.)
  20. 20. 3.Social media on the wane? (Depends how you look at it.)
  21. 21. There’s no hiding it: we’re writing much less social media content these days.
  22. 22. B2B brands are using a little less social media than they were: But not two thirds less. So what’s going on? (Source: Content Marketing Institute/MarketingProfs 2016 & 2017 B2B Trends – North America)
  23. 23. Here’s one theory...
  24. 24. 83%of B2B marketers use social media, but... (Source: Content Marketing Institute/MarketingProfs 2017 B2B Trends – North America)
  25. 25. 40% Only of marketers say social media is “critical” to their success… (Source: Content Marketing Institute/MarketingProfs 2017 B2B Trends – North America)
  26. 26. 43% Which means of marketers use social but don’t think it’s important any more. (Which explains why they’re not outsourcing it to professional writers.)
  27. 27. (Alternatively, social might be maturing into a dialogue medium, with in-house experts taking more of a hands-on role in the accounts.)
  28. 28. 4.Everyone’s going to a (third) party. (We didn’t see this one coming...)
  29. 29. This one was a surprise. Our fastest growing content type in 2016? ARTICLES. +350%
  30. 30. What’s an article? Different clients have different definitions, but we’d say it’s a standalone piece of long-form content that’s not part of your everyday blogging or publishing efforts: Content for third party sites and media Extended information behind newsletters Magazines printed on actual paper
  31. 31. It tends to take a journalistic style and involves interviewing a subject matter expert to give an informed opinion on an important topic.
  32. 32. In particular, we’re writing a lot of third party articles as marketers look to broaden their profile, and go where the audience is.
  33. 33. (If you’d like to see some examples, just ask us...)
  34. 34. 5.There’s a lot of web copy happening. (Websites. Websites everywhere...)
  35. 35. Our web copywriting work has been growing steadily every year. But this year, web copy projects have suddenly jumped up, by 60%. Why?
  36. 36. Maybe the rise of the mobile web has prompted a surge in web redevelopment work.
  37. 37. Could be it’s cyclical, and a bunch of websites are reaching their natural ‘sell by’ date.
  38. 38. Perhaps B2B brands are beginning to realise that just giving information isn’t enough, and starting to use quality copy as a differentiator online.
  39. 39. Or just possibly, when you’re good at B2B web copywriting, word gets around.
  40. 40. (We couldn’t possibly comment.)
  41. 41. 6.The humble blog post is king*. *Still
  42. 42. For the second year running (and the third year out of five), we wrote more B L O G P O S T Sthan anything else.
  43. 43. 26% That’s a whopping of all our copywriting projects.
  44. 44. (Source: Content Marketing Institute/MarketingProfs 2016 & 2017 B2B Trends – North America) Thenumberisvirtuallythe same as last year – and the CMI/MarketingProfs research agrees.
  45. 45. In short, B2B content marketers like blogs - just as much as we did last year. We’re comfortable with them, and we know the benefits: Search visibility Thought leadership Social engagement Rapid turnaround Responsive to customers No design investment Demonstrates expertise None of these things have changed, except...
  46. 46. Recent research says blog posts are getting longer: 1,054words on average (Source: Orbit media survey of 1055 bloggers.)
  47. 47. And while clients aren’t asking us to make it longer
  48. 48. They have stopped specifying word counts – saying make it as long as it needs to be.
  49. 49. It’s less about search, and more about making it interesting researching it thoroughly helping the customer...
  50. 50. ...and that’s fine by us.
  51. 51. But then, as recently as 2014, blog posts had fallen away - and were just 4% of our work.
  52. 52. So maybe infographics aren’t dead after all...
  53. 53. Radix Communications is a specialist B2B technology copywriting agency. We’ve ten writers in a warehouse in Cornwall, writing all kinds of marketing content – covering the whole funnel – for forward-thinking agencies and brands. If you’d like to find out more (about this work, or our research), please do get in touch.

×