SlideShare a Scribd company logo
The 7 Types of
B2B Copywriter
…and how the wrong one
can destroy your campaign
Fiona Campbell-Howes
Founder, Radix Communications
@patroclus / @radixcom
Why is this important?
13 different
types of
content
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
Each week…
Making
engaging
content is hard
It’s not hard to see where all
this ends…
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
So how do you make content that
stands out
gets read
strikes a chord
converts
You can start by hiring the right writers.
Think about it…
Initial research stage: below 150 words
Source: Octopus Group, Tech Heads Report, 250 CIO decision-makers, 2014
Decision-makers like different formats at
different stages…
Decision stage: c. 2,000 words
Shortlisting stage: 300 – 500 words
13different content formats
3funnel stages
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?
Their background
Type of content in their portfolio
What they say on their website
#1 The Creative Copywriter
#1 The Creative Copywriter
Background
Advertising – agency or in-house
Thinks
Laterally, in big, visual concepts. They show, not
tell, and aim to make an emotional connection.
Advantages
Helps you stand out at the top of the funnel.
Works with designers to create striking art/copy
combinations.
Great for:
Ad copy, top-level web copy, branding, naming,
concepts, ideas
#2 The Digital Copywriter
#2 The Digital Copywriter
Background
Digital agency/in-house web team
Thinks
User experience, conciseness, SEO, on-page
conversion
Advantages
Works well with digital specialists, understands
digital formats, design and technologies
Great for
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
by 4%.”
- Allastaire Allday, Digital Copywriter
#3 The SEO Writer
#3 The SEO Writer
Background
Just starting out, or just left an agency to go
freelance.
Approach
Must work fast to survive, so repurposes
Wikipedia articles. Keywords, keywords,
keywords…
Advantages
Cheap: £9 for 500 words is common
Great for:
Keyword-stuffed filler, fast turnarounds when
quality doesn’t matter.
#4 The Technical Writer
Background
In-house product development / publishing house
Approach
Explains how technical stuff works to a technical
audience. Their aim is to clarify and educate, not to
inspire or create an emotional connection.
Advantages
Writes clearly and knowledgeably about tech
subjects for a technical audience.
Great for:
Technical web pages, product manuals, datasheets,
knowledge base articles, FAQs#4 The Technical Writer
#5 The Explainer
Background
PR, AR, internal comms, report writing
Thinks
Translates complex subjects into plain language for a
non-technical audience. May be unused to working
with designers and thinking in visual concepts.
Advantages
Writes clear, readable, engaging copy on complex
topics.
Great for:
White papers, ebooks, press releases, reports, blogs,
articles, newsletters
#5 The Explainer
#6 The Conversion Copywriter
(aka direct response copywriter, persuasion copywriter)
Background
Old-school (pre-digital) direct marketing: in-
house or agency.
Approach
Persuasive and laser-focused on conversion.
May not be very design-oriented.
Advantages
Knows lots of psychological/emotional
techniques to convince people to take action.
Great for:
DMs, eDMs, long-form ad copy, sales letters
#6 The Conversion Copywriter
#7 The Journalist
Background
Trade or national media, usually print or web
Approach
Uncovers your stories – or your customer’s stories –
and tells them in an interesting and engaging way.
Advantages
Great interviewing/reporting skills, and sense of
what makes an engaging story. Knows your industry,
but this can create conflicts of interest.
Great for:
Blogs, articles, expert pieces, case studies, brand
journalism, managing brand newsrooms.
#7 The Journalist
Why does getting the right
writer matter?
vs.
vs.
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
Play them to their strengths…
In the funnel…
And in the
right
formats…
Concepts, ads,
web copy,
branding,
naming
DMs, eDMs,
landing pages,
long-form ads,
sales letters
Web copy,
landing pages,
apps, PPC,
banners,
social copy,
microcopy
Technical web
pages, manuals,
datasheets,
knowledge base
articles, FAQs
Blogs, articles,
expert pieces,
case studies,
brand
journalism /
newsrooms
White papers,
ebooks,
press releases,
reports, blogs,
articles,
newsletters
Keyword-
stuffed filler
articles and
blogs
Build your
dream
team…
Our creative
copywriter is
…………..…………
Our conversion
copywriter is
…………..…………
Our digital
copywriter is
……………………….
Our technical
copywriter is
…………………………
Our journalist
copywriter is
…………………….
Our explainer
copywriter is
……………………..
Our SEO
copywriter is
…………………...
Go forth and create great content!
Thank you

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The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign

  • 1. The 7 Types of B2B Copywriter …and how the wrong one can destroy your campaign Fiona Campbell-Howes Founder, Radix Communications @patroclus / @radixcom
  • 2. Why is this important?
  • 4. 78%of UK marketers created more content in 2014 than in 2013. Source: Content Marketing Institute, Content Marketing in the UK 2015
  • 5. 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 Each week…
  • 7. It’s not hard to see where all this ends…
  • 9. So how do you make content that stands out gets read strikes a chord converts
  • 10. You can start by hiring the right writers.
  • 12. Initial research stage: below 150 words Source: Octopus Group, Tech Heads Report, 250 CIO decision-makers, 2014 Decision-makers like different formats at different stages… Decision stage: c. 2,000 words Shortlisting stage: 300 – 500 words
  • 13. 13different content formats 3funnel stages Lots of communications channels …one writer can’t be great at it all!
  • 14. (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”
  • 15. 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.
  • 16. How can you tell which is which? Their background Type of content in their portfolio What they say on their website
  • 17. #1 The Creative Copywriter
  • 18. #1 The Creative Copywriter Background Advertising – agency or in-house Thinks Laterally, in big, visual concepts. They show, not tell, and aim to make an emotional connection. Advantages Helps you stand out at the top of the funnel. Works with designers to create striking art/copy combinations. Great for: Ad copy, top-level web copy, branding, naming, concepts, ideas
  • 19. #2 The Digital Copywriter
  • 20. #2 The Digital Copywriter Background Digital agency/in-house web team Thinks User experience, conciseness, SEO, on-page conversion Advantages Works well with digital specialists, understands digital formats, design and technologies Great for Web copy, landing pages, apps, banners, PPC, social copy, microcopy
  • 21. “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 by 4%.” - Allastaire Allday, Digital Copywriter
  • 22. #3 The SEO Writer
  • 23. #3 The SEO Writer Background Just starting out, or just left an agency to go freelance. Approach Must work fast to survive, so repurposes Wikipedia articles. Keywords, keywords, keywords… Advantages Cheap: £9 for 500 words is common Great for: Keyword-stuffed filler, fast turnarounds when quality doesn’t matter.
  • 25. Background In-house product development / publishing house Approach Explains how technical stuff works to a technical audience. Their aim is to clarify and educate, not to inspire or create an emotional connection. Advantages Writes clearly and knowledgeably about tech subjects for a technical audience. Great for: Technical web pages, product manuals, datasheets, knowledge base articles, FAQs#4 The Technical Writer
  • 27. Background PR, AR, internal comms, report writing Thinks Translates complex subjects into plain language for a non-technical audience. May be unused to working with designers and thinking in visual concepts. Advantages Writes clear, readable, engaging copy on complex topics. Great for: White papers, ebooks, press releases, reports, blogs, articles, newsletters #5 The Explainer
  • 28. #6 The Conversion Copywriter (aka direct response copywriter, persuasion copywriter)
  • 29. Background Old-school (pre-digital) direct marketing: in- house or agency. Approach Persuasive and laser-focused on conversion. May not be very design-oriented. Advantages Knows lots of psychological/emotional techniques to convince people to take action. Great for: DMs, eDMs, long-form ad copy, sales letters #6 The Conversion Copywriter
  • 31. Background Trade or national media, usually print or web Approach Uncovers your stories – or your customer’s stories – and tells them in an interesting and engaging way. Advantages Great interviewing/reporting skills, and sense of what makes an engaging story. Knows your industry, but this can create conflicts of interest. Great for: Blogs, articles, expert pieces, case studies, brand journalism, managing brand newsrooms. #7 The Journalist
  • 32. Why does getting the right writer matter?
  • 33. vs.
  • 34. vs.
  • 36. Play them to their strengths…
  • 38. And in the right formats… Concepts, ads, web copy, branding, naming DMs, eDMs, landing pages, long-form ads, sales letters Web copy, landing pages, apps, PPC, banners, social copy, microcopy Technical web pages, manuals, datasheets, knowledge base articles, FAQs Blogs, articles, expert pieces, case studies, brand journalism / newsrooms White papers, ebooks, press releases, reports, blogs, articles, newsletters Keyword- stuffed filler articles and blogs
  • 39. Build your dream team… Our creative copywriter is …………..………… Our conversion copywriter is …………..………… Our digital copywriter is ………………………. Our technical copywriter is ………………………… Our journalist copywriter is ……………………. Our explainer copywriter is …………………….. Our SEO copywriter is …………………...
  • 40. Go forth and create great content!