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…
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.
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

More Related Content

What's hot

Rebelute Digital Marketing Deck
Rebelute Digital Marketing DeckRebelute Digital Marketing Deck
Rebelute Digital Marketing Deck
rebelute
 
The Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingThe Remarkable SEO Power of Republishing
The Remarkable SEO Power of Republishing
Rand Fishkin
 
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...
Content Marketing Institute
 
Frizbee credentials 2019
Frizbee credentials 2019Frizbee credentials 2019
Frizbee credentials 2019
Frizbee
 
How To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content MarketingHow To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content Marketing
NewsCred
 
43 Expert Tips for Future Proofing Your Content Strategy
43 Expert Tips for Future Proofing Your Content Strategy43 Expert Tips for Future Proofing Your Content Strategy
43 Expert Tips for Future Proofing Your Content Strategy
Visme
 
[Webinar] Delivering the Right Content to the Right Customer at the Right Time
[Webinar] Delivering the Right Content to the Right Customer at the Right Time[Webinar] Delivering the Right Content to the Right Customer at the Right Time
[Webinar] Delivering the Right Content to the Right Customer at the Right Time
Kapost
 
8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies
Brian Downard
 
How to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing CampaignHow to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing Campaign
VIEO Design
 
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...
PR 20/20
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
Rand Fishkin
 
The power of media and content
The power of media and contentThe power of media and content
3 Steps to Starting the Digital Conversation With Your Customer
3 Steps to Starting the Digital Conversation With Your Customer3 Steps to Starting the Digital Conversation With Your Customer
3 Steps to Starting the Digital Conversation With Your Customer
Mohamed Mahdy
 
Content marketing
Content marketingContent marketing
Content marketing
P&CO
 
State of Conversational Marketing 2017
State of Conversational Marketing 2017State of Conversational Marketing 2017
State of Conversational Marketing 2017
Drift
 
B2B SaaS Marketing - B2B Search Engine Optimization (SEO)
B2B SaaS Marketing - B2B Search Engine Optimization (SEO)B2B SaaS Marketing - B2B Search Engine Optimization (SEO)
B2B SaaS Marketing - B2B Search Engine Optimization (SEO)
Michael Fertman
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
Content Marketing Institute
 
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...
Joe Glover
 
The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015
Content Marketing Institute
 
ACH Marketing Presentation
ACH Marketing PresentationACH Marketing Presentation
ACH Marketing Presentation
PlatoonDaddy
 

What's hot (20)

Rebelute Digital Marketing Deck
Rebelute Digital Marketing DeckRebelute Digital Marketing Deck
Rebelute Digital Marketing Deck
 
The Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingThe Remarkable SEO Power of Republishing
The Remarkable SEO Power of Republishing
 
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...
BMC Case Study: How to Take a Content-First Approach and Prove the ROI of You...
 
Frizbee credentials 2019
Frizbee credentials 2019Frizbee credentials 2019
Frizbee credentials 2019
 
How To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content MarketingHow To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content Marketing
 
43 Expert Tips for Future Proofing Your Content Strategy
43 Expert Tips for Future Proofing Your Content Strategy43 Expert Tips for Future Proofing Your Content Strategy
43 Expert Tips for Future Proofing Your Content Strategy
 
[Webinar] Delivering the Right Content to the Right Customer at the Right Time
[Webinar] Delivering the Right Content to the Right Customer at the Right Time[Webinar] Delivering the Right Content to the Right Customer at the Right Time
[Webinar] Delivering the Right Content to the Right Customer at the Right Time
 
8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies
 
How to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing CampaignHow to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing Campaign
 
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
 
The power of media and content
The power of media and contentThe power of media and content
The power of media and content
 
3 Steps to Starting the Digital Conversation With Your Customer
3 Steps to Starting the Digital Conversation With Your Customer3 Steps to Starting the Digital Conversation With Your Customer
3 Steps to Starting the Digital Conversation With Your Customer
 
Content marketing
Content marketingContent marketing
Content marketing
 
State of Conversational Marketing 2017
State of Conversational Marketing 2017State of Conversational Marketing 2017
State of Conversational Marketing 2017
 
B2B SaaS Marketing - B2B Search Engine Optimization (SEO)
B2B SaaS Marketing - B2B Search Engine Optimization (SEO)B2B SaaS Marketing - B2B Search Engine Optimization (SEO)
B2B SaaS Marketing - B2B Search Engine Optimization (SEO)
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
 
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...
Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always On Content...
 
The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015
 
ACH Marketing Presentation
ACH Marketing PresentationACH Marketing Presentation
ACH Marketing Presentation
 

Viewers also liked

Networking Tips for an Introvert
Networking Tips for an IntrovertNetworking Tips for an Introvert
Networking Tips for an Introvert
Sheena Agarwal
 
ABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UK
ABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UKABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UK
ABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UK
Tom Albrighton
 
Copywriting - Art of Advertising Writing
Copywriting - Art of Advertising WritingCopywriting - Art of Advertising Writing
Copywriting - Art of Advertising Writing
Akram Badr
 
The Art Copywriting
The Art CopywritingThe Art Copywriting
The Art Copywriting
nazneen wahab
 
Basic Copywriting Skills
Basic Copywriting SkillsBasic Copywriting Skills
Basic Copywriting Skills
IntelligentInk
 
E - BUSINESS / E - COMMERCE
E - BUSINESS / E - COMMERCEE - BUSINESS / E - COMMERCE
E - BUSINESS / E - COMMERCE
Paviter Sandhir
 
17 Copywriting Do's and Don'ts: How To Write Persuasive Content
17 Copywriting Do's and Don'ts: How To Write Persuasive Content17 Copywriting Do's and Don'ts: How To Write Persuasive Content
17 Copywriting Do's and Don'ts: How To Write Persuasive Content
Henneke Duistermaat
 
The 10 Best Copywriting Formulas for Social Media Headlines
The 10 Best Copywriting Formulas for Social Media HeadlinesThe 10 Best Copywriting Formulas for Social Media Headlines
The 10 Best Copywriting Formulas for Social Media Headlines
Buffer
 

Viewers also liked (8)

Networking Tips for an Introvert
Networking Tips for an IntrovertNetworking Tips for an Introvert
Networking Tips for an Introvert
 
ABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UK
ABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UKABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UK
ABC Copywriting : 60-second intro : Freelance copywriter Norwich, Norfolk, UK
 
Copywriting - Art of Advertising Writing
Copywriting - Art of Advertising WritingCopywriting - Art of Advertising Writing
Copywriting - Art of Advertising Writing
 
The Art Copywriting
The Art CopywritingThe Art Copywriting
The Art Copywriting
 
Basic Copywriting Skills
Basic Copywriting SkillsBasic Copywriting Skills
Basic Copywriting Skills
 
E - BUSINESS / E - COMMERCE
E - BUSINESS / E - COMMERCEE - BUSINESS / E - COMMERCE
E - BUSINESS / E - COMMERCE
 
17 Copywriting Do's and Don'ts: How To Write Persuasive Content
17 Copywriting Do's and Don'ts: How To Write Persuasive Content17 Copywriting Do's and Don'ts: How To Write Persuasive Content
17 Copywriting Do's and Don'ts: How To Write Persuasive Content
 
The 10 Best Copywriting Formulas for Social Media Headlines
The 10 Best Copywriting Formulas for Social Media HeadlinesThe 10 Best Copywriting Formulas for Social Media Headlines
The 10 Best Copywriting Formulas for Social Media Headlines
 

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

The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
schulmanthorogood
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
schulmanthorogood
 
Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire YouKaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
Kaseya
 
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCB2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
AllFacebook.de
 
5 Tips For Boosting Your Brand Through Content Marketing
5 Tips For Boosting Your Brand Through Content Marketing5 Tips For Boosting Your Brand Through Content Marketing
5 Tips For Boosting Your Brand Through Content Marketing
Michael Cirrito
 
100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential
100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential
100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential
SitabAhamed
 
LinkedIn for Real Estate Agents
LinkedIn for Real Estate AgentsLinkedIn for Real Estate Agents
LinkedIn for Real Estate Agents
Colin Anstie
 
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content EngineerThe Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
schulmanthorogood
 
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2GHow to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
MailerMailer
 
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowMarketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
ClearEdge Marketing
 
Lecture 1.pptx
Lecture 1.pptxLecture 1.pptx
Lecture 1.pptx
MuhammadMurtazaAliza
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
Urban Cool KC - KW Key Partners LLC
 
Uop Presentation V4ppt
Uop Presentation V4pptUop Presentation V4ppt
Uop Presentation V4ppt
Schulman + Thorogood Group
 
Content Marketing: Arming Your Sales Reps with the Right Content to Drive Sales
Content Marketing: Arming Your Sales Reps with the Right Content to Drive SalesContent Marketing: Arming Your Sales Reps with the Right Content to Drive Sales
Content Marketing: Arming Your Sales Reps with the Right Content to Drive Sales
Joe Pulizzi
 
1.27.15
1.27.151.27.15
Ideahack all-slides
Ideahack all-slidesIdeahack all-slides
Ideahack all-slides
Matthew Bradley
 
I segreti del Content Marketing per le società di ricerca e selezione del per...
I segreti del Content Marketing per le società di ricerca e selezione del per...I segreti del Content Marketing per le società di ricerca e selezione del per...
I segreti del Content Marketing per le società di ricerca e selezione del per...
LinkedIn Italia
 
5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content
Tabitha Eade
 
5 steps to boosting your talent brand
5 steps to boosting your talent brand5 steps to boosting your talent brand
5 steps to boosting your talent brand
Joe Brummitt III
 
Content marketing-guide-two-en-us
Content marketing-guide-two-en-usContent marketing-guide-two-en-us
Content marketing-guide-two-en-us
Björn Jacobs
 

Similar to The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign (20)

The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire YouKaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You
 
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCB2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
 
5 Tips For Boosting Your Brand Through Content Marketing
5 Tips For Boosting Your Brand Through Content Marketing5 Tips For Boosting Your Brand Through Content Marketing
5 Tips For Boosting Your Brand Through Content Marketing
 
100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential
100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential
100+ Profitable Hustle Ideas: Unlock Your Entrepreneurial Potential
 
LinkedIn for Real Estate Agents
LinkedIn for Real Estate AgentsLinkedIn for Real Estate Agents
LinkedIn for Real Estate Agents
 
The Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content EngineerThe Death of Marketing & The Rise of the Content Engineer
The Death of Marketing & The Rise of the Content Engineer
 
How to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2GHow to Make Social Media Work for B2B and B2G
How to Make Social Media Work for B2B and B2G
 
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowMarketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
 
Lecture 1.pptx
Lecture 1.pptxLecture 1.pptx
Lecture 1.pptx
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Uop Presentation V4ppt
Uop Presentation V4pptUop Presentation V4ppt
Uop Presentation V4ppt
 
Content Marketing: Arming Your Sales Reps with the Right Content to Drive Sales
Content Marketing: Arming Your Sales Reps with the Right Content to Drive SalesContent Marketing: Arming Your Sales Reps with the Right Content to Drive Sales
Content Marketing: Arming Your Sales Reps with the Right Content to Drive Sales
 
1.27.15
1.27.151.27.15
1.27.15
 
Ideahack all-slides
Ideahack all-slidesIdeahack all-slides
Ideahack all-slides
 
I segreti del Content Marketing per le società di ricerca e selezione del per...
I segreti del Content Marketing per le società di ricerca e selezione del per...I segreti del Content Marketing per le società di ricerca e selezione del per...
I segreti del Content Marketing per le società di ricerca e selezione del per...
 
5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content
 
5 steps to boosting your talent brand
5 steps to boosting your talent brand5 steps to boosting your talent brand
5 steps to boosting your talent brand
 
Content marketing-guide-two-en-us
Content marketing-guide-two-en-usContent marketing-guide-two-en-us
Content marketing-guide-two-en-us
 

Recently uploaded

Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
uvnuc
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
shivangiji206
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Tirupati Gayaph
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
akramulislamtarek007
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
BBPMedia1
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
10h6bbc4
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
nehapardhi711
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
Growth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka SrivastavaGrowth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka Srivastava
PriyankaSrivastava508477
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
edyaefo
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
dqvc9xf1
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
sakthisundar2001
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
PratibhaShelake1
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 

Recently uploaded (20)

Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
Growth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka SrivastavaGrowth Marketing Portfolio - Priyanka Srivastava
Growth Marketing Portfolio - Priyanka Srivastava
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 

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…
  • 8.
  • 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.
  • 35.
  • 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!