You wonder what a good B2B content writer wants or what you should search for in a writer you’d like to collaborate with.
I have been collaborating with+ 100 authors on different B2B content marketing ventures in the last ten years of my 20 + years in marketing and sales. Over this time I’ve identified five features that are common to strong B2B marketing authors.
The majority of authors I worked with were independent writers, who loved creating their own schedules, picking which assignments to work on and operating from anywhere. The insistence on a versatile profession has driven the authors to increase their adaptability. Too much coffee shop background noise? The author finds a new location and makes a smooth interview call with a topic expert (SME) with the consumer.
The subject matter specialist who will be the subject matter interviewee typically has a busy schedule and a number of other goals. Healthy writers are able to plan calls in advance and also make changes to the last minute schedule to satisfy busy SMEs. Efficient B2B marketing writers adapt easily to customer needs.
A Journalistic strategy
Not all B2B advertisers are and do not have to be professional journalists. The best authors, though, follow a journalistic style. What does that mean? What does that mean? It ensures that the author works as an interviewer, collects data and poses thoughtful questions to find the true crux of the plot.
A writer gets the same subject in an ideal world in advance so that they are able to prepare questions and take a plot into account. This is rarely the case, particularly in B2B content marketing, and good authors know that. You realize that it is up to you to learn the details, ask questions, and get the subject-specialist to share your expertise.
They also use the literary style of the “inverted pyramid.” The pyramid inverted relates to the form of a post. Writers first put the most important information and then follow the specifics. This helps in B2B content because a company audience is distracted and often won’t read paragraphs down the knowledge search page. In other words, the leading point of a story or blog post is not buried.
Dream about it and Worry about it.
You should select a printed magazine and read the article from the first to the last word. However, you can read the first two sentences, look over the subheadings in the article, and then go down to the bottom and read the last paragraph when you have clicked on a link to an online news article.
This is not known by persistent readers. We assume that all their material is interpreted in a very linear way. However, scholarly authors know that they need to approach it differently when creating digital content. They split the copy into smaller pieces with cuts, provide subheadings and fast closing with a mini rundown. Efficient B2B advertisers realize how digital content is viewed and how their products are drawn up accordingly.
It’s a loud environment in which many companies and thinkers create and share content. Who identifies material or resonates with the end reader? A tale that is solid or convincing.
Good B2B copywriters concentrate on spinning a tale on every piece of content and keep on checking plagiarism by free edu tools. You don’t just put all the details on a tab, to tell a story. I said that in previous posts and I’ll say it again, telling stories is a talent that can be mastered, but it needs practice (and a lot of it).
Good writers want to get their readers into touch and concentrate on the narrative aspect. You look at all the data collected and arrange it in a manner that attracts and speaks to the viewer.
As a digital marketer and freelance writer for many years, I appreciate how much effort it takes to identify the correct words and internally evaluate the term form and the nature of the post, eBook and white paper. I spent hours and hours copying the page, only to let a customer come back and say they don’t like it. It can be crushed, particularly if the revisions demanded are dumb or meaningless or what you find them to be.
The one aspect good B2B copywriters have in common is that they recognize that the input is not specific or representative of their ability. Rather, good writers dig into the feedback and get to the real meaning of the feedback.
If a copy does not satisfy a consumer, the writer will see whether the language is not appropriate or whether the design is too reserved or too subtle or whether there is not enough business jargon or does not represent the value proposition of the customer.
Good writers realize the criticism at the end of the day is not a measure of their ability to write. This is not a rejection of one’s own design or art, but a representation of that brand or the market with which consumers want to interact.
That successful B2B Marketing writers do not just appear. We are authors who have over time developed their expertise and a good customer centered mindset. Working with a professional, polished writer is worth your investment for your B2B marketing. Trust me, I’ve spent my time reading and evaluating hundreds of thousands of copying articles, and I appreciate how much time and resources good writers save in the long term.