The Agile B2B Copywriter

Three Techniques for Better Website Copy

For most B2B marketers, the corporate website is the cornerstone of their marketing program. Search engines crawl it and display the contents. Emails and PPC campaigns drive traffic to it. Social media sites refer to it. Even offline promotions, such as sales letters or postcards, often direct their readers back to the corporate website. So it's important. Huge even. So here's my question.

Is the content great?

If your site is like those filled with corporatese, industry jargon and "repurposed brochures" full of company centric content then the answer is no. Not so much.

And let's face it, a wholesale rewrite is probably the best solution...but we all know that's a big job and too often takes a backseat to redesigns for "refreshing" the corporate look. So in the meantime, consider what these three techniques can do to make your website more prospect friendly and help increase conversions.

Kill the Corporatese

If the infestation is bad, it may not be ...


B2B Buyers Value Content Differently than Marketers

Let's face it. Content is expensive. It takes time to create and you want any content you create to build as much benefit for your marketing program as possible. Do you understand which content your buyers value most?

New research from Marketing Sherpa indicates most marketers value their content very differently than their buyers do. The study specifically looked at which type of content inspires click through from a vendor e-mail. In the study, both marketers and buyers rated which content they felt would drive clickthroughs. And their answers differ remarkably.

The content most highly rated by marketers:

  1. Educational Content (92%)
  2. Free Research Reports (86%)
  3. Peer Best Practices (79%)
  4. Competitive Comparisons and Buying Guides (77%)
  5. Interactive Peer Comparison Tool (74%)

Notice that marketers place a heavy emphasis on educational content and research. Industry information and promotional content appear much lower on their list (not in the top 5). Contrast that with the opinion of ...


Use Your B2B Copywriting to Differentiate

It's a problem most marketers struggle with at one point or another. Just how can you make your company stand out? Especially if the field is crowded, or if you are the little guy going up against the "300 pound gorilla" in that market.

Yes, you must have a clear USP. Unfortunately it's easy to stop there. A USP is only the first step. The next step is using good B2B copywriting techniques so your USP resonates with your ideal buyer, and allows the personality of your company to shine through. This is where many companies fall short. Prospects are stuck in a world of "corporatese" that doesn't talk about what they value and doesn't help your salespeople with the sale.

Here's an example of what I'm talking about:

"Our integrated suite of on-demand applications is relied upon by thousands of customers worldwide to align their businesses to their strategies, arm ...


Do You Prepare Customers to Buy?

I received an envelope from my alma mater the other day. Unlike most correspondence I receive from them, this one actually got my attention.  This envelope was plain and small. It looked like a note, perhaps something personal. So I opened it.

Inside was a little note card with a beautiful picture of a campus landmark. On the note card was a slogan about spirit and a personalized URL. Nothing else. I'm still intrigued, so I visited the URL.

When I got to the page, voices started talking about their time at the university, beautiful landmarks came onto the screen, and an emotional score played. I don't think the content was customized to me, but it did get me reminiscing about my time on campus. As I did, a message appeared and asked me to consider donating when the university contacted me.  Links along the side pointed to additional information about the university, things ...


Be Successful with White Paper Marketing in 2010

White papers are powerful marketing tools. When I think of white paper marketing, I often think of B2B companies selling complex products. But the truth is white papers help build your business, communicate with your customers, and find new leads regardless of what your specific product or service is. That's why I'm so excited to tell you about Michael Stelzner's White Paper Success Summit.

Having attended his Copywriting Success Summit last summer, I can tell you these events are packed with valuable information. The fact that you can attend from anywhere just makes them all the more convenient and cost-efficient. This year's White Paper Success Summit will cover topics like:

  • Successfully marketing your business with white papers
  • How to create a successful campaign to market your white papers
  • Using white papers to generate more leads and more sales
  • The seven keys to a successful white paper
  • Proven techniques for using white papers for long-term lead generation ...

Are You Feeding the Cell Phone Habit?

It seems everyone has a cell phone these days. And some of us are more attached than others. When I think of cell phones I often picture my two teenage nieces texting non-stop at family functions, lest they miss something while hanging out with us "old" people. And yes, mobile marketing is still often perceived as something that "only" applies to B2C. (Sound familiar? You're right. That's exactly what B2B companies were saying about social media a year or so ago.) But if you aren't feeding the cell phone habit in your e-mail marketing programs you are missing a big opportunity.

According a to Marketing Sherpa survey, 64% of decision-makers said they regularly view e-mails using a cell phone or other mobile device. That seems to resonate with the professionals I know who are permanently attached to their phones. (The old crackberry joke should have told us that.) Are you optimizing your e-mail programs to ...


Welcome to my blog!

What better way to start the New Year than starting a blog? I'll be writing about all things B2B marketing...copywriting tips, ideas for social media strategy, sharing research, and passing along ideas. I'm a working B2B copywriter and simply love the B2B marketing space. I hope that you find it as much fun to read as I find it to write. Thanks for visiting and have a great day!